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How luxury fine Jewelry brands can preserve their luxury essence while incorporating customers´ sustainability expectations
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 2.1 MB | Adobe PDF |
Orientador(es)
Resumo(s)
The underlying business project explored the alignment of luxury with sustainability
for Cartier. Incorporating customers’ sustainability expectations in luxury brands has gained
importance, which can contradict established luxury approaches. With multiple holistic case
study research, this work project extends the business project. Focusing on luxury fine jewelry
brands, it examines, what determines their luxury essence, how customers express their
expectations, how brands evolve their sustainability practices, and how they can preserve their
luxury essence while adapting to customers’ demands. The findings advise working with
sustainable materials for jewelry, creating extraordinary pieces, communicating actively, and
providing an exclusive purchase experience.
Descrição
Palavras-chave
Luxury essence Sustainability Customer expectations Fine jewelry