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How can luxury heritage brands navigate the demands of modern consumers while preserving their legacy, savoir-faire, and timeless quality?
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Resumo(s)
Born in 1829, Delvaux is the inventor of the modern handbag, the brand is considered as a
supreme luxury brand having an exceptional Heritage and Savoir-faire. Nowadays, the brand
is struggling to connect itself to younger consumers and is suffering from the old lady stigma.
This work project aims to investigate how can luxury heritage brands meet the demands of
modern consumers while preserving their legacy and craftmanship. This research is mainly
focused on Delvaux and on Belgian consumers. The research methodology focused on
qualitative interview with young Belgian luxury consumers. Some recommendations are
addressed to Delvaux, and to luxury heritage brands in general.
Descrição
Palavras-chave
Marketing Luxury management Luxury heritage brands Belgian brand Savoir-Faire Legacy Young consumers Modern consumers Gen Z