Romano, Silvia (A.A. 2021/2022) NFTs and luxury: how can brands use NFTs potential to generate incremental value for customers? Tesi di Laurea in Luxury management, Luiss Guido Carli, relatore Alberto Festa, pp. 104. [Master's Degree Thesis]

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Abstract/Index

A panorama of the luxury industry. Definition and meaning-the difference between luxury and fashion. Luxury target and the new consumer. The value of the market and the future of the luxury industry. Rising trend: NFTs. What NFTs are. How NFTs work-the minting process. NFTs and digital scarcity. Is there a concrete future for NFTs? NFT and the luxury industry, a successful combination? Why should the luxury industry capitalize on NFTs? Opportunities and threats of using NFTs for luxury brands. Will the new luxury consumer consider NFTs as a real luxury? China specificities. Case study: different shapes of luxury brands adopting NFTs. LVMH: exploring NFTs remaining loyal to physicality. Kering: how to increase profits joining the metaverse. Dolce&Gabbana: before titans arrived. Shared features of NFTs and metaverse-related luxury strategies.

References

Bibliografia: pp. 82-88.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Gestione d'impresa (LM-77)
Chair:	Luxury management
Thesis Supervisor:	Festa, Alberto
Thesis Co-Supervisor:	Di Pietro, Francesca
Academic Year:	2021/2022
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	14 Mar 2023 08:54
Last Modified:	14 Mar 2023 08:54
URI:	https://tesi.luiss.it/id/eprint/35352

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