Publicação
How can the Karl Lagerfeld brand leverage the creator´s legacy to shed light on the brand following Karl Lagerfeld´s demise
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Risques, Inês | |
| dc.contributor.author | Rigamonti, Chiara | |
| dc.date.accessioned | 2025-02-19T10:37:57Z | |
| dc.date.available | 2025-02-19T10:37:57Z | |
| dc.date.issued | 2024-01-19 | |
| dc.date.submitted | 2024-01-19 | |
| dc.description.abstract | This thesis examines challenges faced by luxury brands following the “Creator’s Light” model after the departure of creators, focusing on Karl Lagerfeld's brand. Analysing Karl Lagerfeld’s role as creator and his brand within the “Creator's Light” model, the research explores Lagerfeld's legacy and current purchase behaviour, aiming at guiding the brand in leveraging its creator's identity. It introduces the “Creator Identity Prism” as main strategy. Recommendations span product offerings, communication strategies, and luxury positioning. Proposed strategies involve aligning product lines with Lagerfeld's values, emphasizing his signature silhouette, timeless aesthetics, and embracing a rock-chic style reflecting his bold and inventive spirit. | pt_PT |
| dc.identifier.tid | 203865081 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/179303 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Creator | pt_PT |
| dc.subject | Creator´s light | pt_PT |
| dc.subject | Founder demise | pt_PT |
| dc.subject | Karl lagerfeld | pt_PT |
| dc.subject | Brand identity | pt_PT |
| dc.subject | Luxury | pt_PT |
| dc.title | How can the Karl Lagerfeld brand leverage the creator´s legacy to shed light on the brand following Karl Lagerfeld´s demise | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Master Degree in Management, Luxury Management Stream from the NOVA School of Business & Economics | pt_PT |