Changing the perception and relation of Gen Y And Z luxury customers regarding leather products, through brand management

Abstract

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.