THE LUXURY FASHION INDUSTRY STRATEGY
CAN ONLINE AND OFFLINE MERGE
INTO A SINGULAR CONCEPT
Investigating the Luxury Fashion Industry Strategy: Can Online and Offline Merge into a Singular Concept, is the Final Major Project for the Master course MA Design Management and Cultures, at London College of Communication - University Of The Arts London.
This investigation lies in the development and merging between the physical and digital channels, whilst simultaneously generating advantages for both the customer and the brand.
In a time where technology is continuously evolving, luxury fashion brands are adapting their strategies to answer consumer’s desires. However, though online (e.g. E-commerce, social media) is progressing, offline (e.g. physical stores) still is - and will continue so - of great relevance according to the latest data. Furthermore, touch and human connection have always been key roles in purchasing luxury goods. As such, it is believed that the question no longer lies in how to create a strategy for online and other for offline, but preferably one that unites both concepts as to create a seamless and exciting experience for the customer.
This study aims to analyse the strategy of luxury fashion brands in Europe, focusing on womenswear, while forecasting to what extent the lines between online and offline can be blurred and, consequently, evolve into a singular concept and strategy. An experience with a brand is no longer limited to the retail space or website, but rather to a series of touchpoints that are continually happening, and should not only represent the brand in its perfect state but also be effortless and clearly connected.
ABOUT THE RESEARCH
The Portfolio aims to visually display the research process that generated the Thesis. This journey consisted in several qualitative methods, among them interviews with industry experts, from companies such as Mercedes-Benz and Farfetch. Observation and Focus Groups were also developed - all were documented by photographers and the researcher.
The Guidelines aim to suggest recommendations to luxury fashion brands, whose goal is to stay up to date with technology and create an emotional connection with customers.
If you would like to know this investigation's result and final recommendations for luxury fashion brands, please contact the author.
Maria is a Portuguese Design Management & Cultures major, with a BA Degree in Design, located in Central London.
She discovered her interest in strategy while working as a Junior Designer in a Creative Agency, which subsequently encouraged her to further complete her studies in the 6th best University in the world for Art and Design – University of the Arts London.
Currently pursuing her dream of a successful and ambitious career in the luxury fashion industry - within the strategy and design departments - Maria is working at a PR company as an executive assistant, while she finishes her degree.