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Abstract(s)
A presente dissertação focou-se na digitalização das marcas de luxo e na transposição e
perceção da experiência de luxo físico para o meio digital nos seus consumidores. Com a
emergência do digital resultante da crise de saúde pública, este tornou-se um tema relevante
para os consumidores que afirmam não existir uma experiência de luxo digital. Para tal,
realizou-se um focus group com consumidores de marcas de luxo, a fim de partilharem as suas
experiências e conhecimentos.
Concluiu-se que a chave da mudança está na adaptação e personalização dos serviços. Primar
pela excelência e distinção, afirmando o luxo como luxo, algo único, exclusivo e personalizado,
uma experiência inesquecível. O digital e as redes sociais, são meios que quando devidamente
explorados, se revelam vantajosos para as marcas de luxo. A criatividade e inovação aliada aos
valores que diferenciam o luxo, permitem engrandecer as marcas de luxo.
This dissertation focused on the digitalization of luxury brands and the transposition and perception of the physical luxury experience to the digital environment in their consumers. With the emergence of digital resulting from the public health crisis, this has become a relevant topic for consumers who claim that there is no digital luxury experience. To this end, a focus group was conducted with consumers of luxury brands to share their experiences and knowledge. It was concluded that the key to change is in the adaptation and personalization of services. To strive for excellence and distinction, affirming luxury as luxury, something unique, exclusive and personalized, an unforgettable experience. Digital and social networks are means that, when properly explored, prove to be advantageous for luxury brands. Creativity and innovation combined with the values that differentiate luxury, allow luxury brands to grow.
This dissertation focused on the digitalization of luxury brands and the transposition and perception of the physical luxury experience to the digital environment in their consumers. With the emergence of digital resulting from the public health crisis, this has become a relevant topic for consumers who claim that there is no digital luxury experience. To this end, a focus group was conducted with consumers of luxury brands to share their experiences and knowledge. It was concluded that the key to change is in the adaptation and personalization of services. To strive for excellence and distinction, affirming luxury as luxury, something unique, exclusive and personalized, an unforgettable experience. Digital and social networks are means that, when properly explored, prove to be advantageous for luxury brands. Creativity and innovation combined with the values that differentiate luxury, allow luxury brands to grow.
Description
Keywords
Marcas de luxo Digitalização Experiência física Experiência digital Estratégias de comunicação Redes sociais Instagram Luxury brands Digitalization Physical experience Digital experience Communication strategies Social networks