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Changing the perception and relation of Gen Y And Z luxury customers regarding leather products, through brand management
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This study explores the correlation between brand identity and brand image in the leather luxury
market, focusing on Gen Y and Z as the main future buyers. Through the literature review, the
knowledge acquired during the IBP, and eight interviews with leather luxury customers, it was
possible dive deeper into customer's expectations for the market. Three recommendations were
proposed to brand managers. Firstly, there should be a prioritization of an omnichannel approach
to the customer decision journey. Secondly, Traceability as a crucial element for customers at every
stage of the customer journey. Finally, Brand managers should consider the possibility of
refocusing the brand identity within the leather luxury brand's portfolio.
Descrição
Palavras-chave
Brand identity Brand image Generation Y & Z Luxury leather industry CEMS MIM