Redefining luxury diversification strategies: Bulgari and its VIC-driven ecosystem model
Blasi, Giulia (A.A. 2024/2025) Redefining luxury diversification strategies: Bulgari and its VIC-driven ecosystem model. Tesi di Laurea in Financial analysis, Luiss Guido Carli, relatore Francesco Legrottaglie, pp. 118. [Master's Degree Thesis]
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Abstract/Index
The luxury fashion industry: an overview. Definition and characteristics of luxury. Historical evolution of luxury and high-end consumption. Luxury frameworks. The global luxury market: trends, players and competitive dynamics (2010-2025). The new consumer ecosystem: emerging profiles and experiential luxury. Diversification strategies and brand extension. Theoretical background: what is diversification? The application in the luxury sector: target sectors and operating modes. Risks and benefits of diversification in luxury brands. Customer engagement and diversification: the relationship with VIC as a strategic lever. VIC management and personalization of relationship in luxury. Digital ecosystem for the luxury customer. Customer engagement as a driver of diversification. The Bulgari case: from expanding diversification to VIC-driven ecosystem model. Introduction: Bulgari as a paradigm of contemporary luxury diversification. The historical evolution of the Bulgari portfolio: from artisanal origins to an integrated ecosystem. Empirical research methodology. Empirical evidence: analysis of internal perspectives. Comparison of internal and external perspectives. Towards the VIC-driven model: theoretical interpretation of the evidence.
References
Bibliografia e sitografia: pp. 114-118.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Strategic Management (LM-77) |
| Chair: | Financial analysis |
| Thesis Supervisor: | Legrottaglie, Francesco |
| Thesis Co-Supervisor: | Magnanelli, Barbara Sveva |
| Academic Year: | 2024/2025 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 21 Oct 2025 08:08 |
| Last Modified: | 21 Oct 2025 08:08 |
| URI: | https://tesi.luiss.it/id/eprint/43418 |
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