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Breaking gender barriers: increasing the appeal and awareness of panerai for women
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 1.54 MB | Adobe PDF |
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This master's thesis examines Panerai's ambition to appeal to millennials, a crucial target group
for sustainable growth in the luxury watch market. The study identifies challenges arising from
an outdated brand image and targets the female audience to strengthen Panerai's appeal to
millennials. To achieve this goal, the report aims to align Panerai's traditionally male dominated brand identity with today's female preferences. Based on a comprehensive
methodology that includes literature research, competitor analysis, interviews with female
watch enthusiasts, and an in-depth survey, the strategy proposes the introduction of a female
hero narrative, customized communication, female brand ambassadors and events tailored to
women.
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Luxury watches Brand awareness Panerai Female target group