Stante, Elisa (A.A. 2022/2023) The role of storytelling in luxury fashion companies. Tesi di Laurea in Fashion management, Luiss Guido Carli, relatore Carlo Fei, pp. 91. [Master's Degree Thesis]

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Abstract/Index

Storytelling. Storytelling: its definition and relevance. The reasons why stories are important. The foundations of storytelling. Narrative components in the storytelling. Storytelling in business. Stages of consumer capitalism. Successful cases. Brand storytelling in luxury fashion companies. Concepts of branding: what is a brand? Customer journey, customer centricity and company touchpoints. The luxury fashion industry. Communication tools: hot versus cool media. Digital brand storytelling. Luxury fashion brands storytelling in short-movies. Successful cases of good storytelling by luxury fashion brands. The quantitative analysis. The focus of the analysis. The survey. The results.

References

Bibliografia e sitografia: pp. 85-87.

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:	Fashion management
Thesis Supervisor:	Fei, Carlo
Thesis Co-Supervisor:	Festa, Alberto
Academic Year:	2022/2023
Session:	Extraordinary
Deposited by:	Alessandro Perfetti
Date Deposited:	28 Aug 2024 10:31
Last Modified:	28 Aug 2024 10:31
URI:	https://tesi.luiss.it/id/eprint/39449

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