Authenticity in the age of innovation: how can luxury fashion brands integrate technology without losing their core identity?
Cuenot, Charlotte (A.A. 2024/2025) Authenticity in the age of innovation: how can luxury fashion brands integrate technology without losing their core identity? Tesi di Laurea in Organizing innovation, Luiss Guido Carli, relatore Ian Paul McCarthy, pp. 46. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
Frame of reference. The concept of authenticity and brand core identity in luxury. Historical perspective on adaptation to technological change. Technology as a disruptor or enhancer. Emerging technologies in the luxury fashion industry. Digitalization in retail: a way to reinvent customer engagement. Optimizing supply chain and distribution: where efficiency meets transparency. Sustainable innovation: technology as a green enable. Emerging frontiers & strategic integration. Consumer perceptions and expectations of innovation in luxury. New generations and digital luxury consumer. Authenticity, sustainability and personalization: pillars of consumer expectations. The role of influencers, social networks and digital storytelling in shaping authenticity. Innovation vs tradition: balancing modernity with heritage. Authenticity and innovation: risks and limitations of technological integration. Brand identity fragmentations and overexposure across platforms. Erosion of craftmanship and human touch along with the see-now-buy-now strategy. Ethical and data privacy challenges. Sustainability and potential Greenwashing. Heavy financial investment with uncertain return on investment (ROI). Innovation strategy pathways: choosing the right timing and intensity while assessing viability. Build a technology roadmap that aligns with brand DNA.
References
Bibliografia: pp. 39-46.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Organizing innovation |
| Thesis Supervisor: | McCarthy, Ian Paul |
| Thesis Co-Supervisor: | De Angelis, Matteo |
| Academic Year: | 2024/2025 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 08 Jan 2026 15:58 |
| Last Modified: | 08 Jan 2026 15:58 |
| URI: | https://tesi.luiss.it/id/eprint/44646 |
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