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Understanding the relationship between generation z and Jewelry luxury brands: which strategy should be implemented by Leitão & Irmão to attract gen z
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Resumo(s)
Leitão & Irmão, a Portuguese luxury jewelry brand, boasts a rich heritage dating back to the
19th century. Despite its esteemed reputation as crown jeweler, it faces the challenge of
establishing a relationship with Generation Z. This paper is dedicated to understanding the
Portuguese Generation Z Jewelry Consumer to create a strategy so that the company extends its
influence on younger audiences and ensures its enduring relevance. The recommendations of
this paper lie in cultivating enduring connections through the art of storytelling and fostering
brand awareness among Gen Z from a young age to build a life-long relationship with the brand.
Descrição
Palavras-chave
Luxury Jewelry Portugal Brand management Generation z Brand awareness