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How to increase the brand experience of Lúcia Piloto by using tools from the luxury business models
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Resumo(s)
Luxury brands are perceived as aquintessential classdue totheir foundations and stratifying role in society, whilstpremium brands often use luxury business toolsto position themselves closer to luxury brands and takeadvantage of their status.Research shows that a recent shift in consumer behavioroccurred, going from ‘having’to ‘experiencing’ products and services, which has brands now focusing on providing its customers with anupgraded brand experience, something luxury brands already doto differentiate themselves. Thiswork project aims at exploringhow Lúcia Piloto, ahair and beauty company,mayuse luxury business models’ tools to improve itsbrand experience. Thisinvestigation demonstrates howhaving a consistent brand identity and adjustedpositioning statements according to benefits soughtcan be beneficial in improving the brand experience, also providingrecommendations addressingconsumer loyalty and reasoningon the importance of establishinga homogeneous experience across stores.
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Lúcia Piloto Premium Luxury Brand experience