Luxury brands and NFTs: how to create exclusivity and gain competitive advantage

Perretta, Francesca Maria (A.A. 2021/2022) Luxury brands and NFTs: how to create exclusivity and gain competitive advantage. Tesi di Laurea in Corporate strategy, Luiss Guido Carli, relatore Evangelos Syrigos, pp. 89. [Master's Degree Thesis]

Full text for this thesis not available from the repository.


Major in luxury and fashion management. Luxury fashion consumption in the age of metaverse through NFTs. Research objective and questions. Significance of the study. Theoretical background: non-fungible tokes (NFTs). Definition. Background. History of sales of NFT. NFT used in decentralized finance. Functionality and value creation through NFT. NFT minting & selling. Revolutionization with the emergence of NFT. Value of NFT. Types of NFT. Buyers & their motivation. Context. Luxury fashion industry. The luxury fashion NFT marketplace. Methodology. Research approach. Data collection. Case studies. Findings. Rarity and uniqueness. Cultural expression. Combination of the virtual, experiential as well as physical side. Building communities. Discussion. Analysis. Future of NFts in the fashion luxury.


Bibliografia: pp. 70-74.

Thesis Type: Master's Degree Thesis
Institution: Luiss Guido Carli
Degree Program: Master's Degree Programs > Master's Degree Program in Management, English language (LM-77)
Chair: Corporate strategy
Thesis Supervisor: Syrigos, Evangelos
Thesis Co-Supervisor: Zattoni, Alessandro
Academic Year: 2021/2022
Session: Autumn
Deposited by: Alessandro Perfetti
Date Deposited: 09 Feb 2023 14:23
Last Modified: 09 Feb 2023 14:23


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