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Leveraging emerging technologies in the fashion industry to enhance the perception of gen z - a case study of Louis Vuitton
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This work project investigates the influence of emerging technologies on the perceptions of
luxury fashion brands among Generation Z. This individual part focuses on the well-established
brand Louis Vuitton and how emerging technology can enhance its appeal to Generation Z. A
mixed methodology, combining quantitative analysis with qualitative interviews, is used to
reveal Generation Z's current perceptions. It includes industry expert opinions and Geneneration
Z interview feedback for strategy validation. The findings suggest that luxury fashion brands can
enhance their positioning and perception among Gen Z by strategically utilizing technology as
part of their current objectives.
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Gen z Fashion industry Luxury industry Premium brands Emerging technologies Ar and vr Generative ai 3d printing Marketing