Castro, JoãoRose, Karianne Helene2024-12-022024-12-022024-01-162024-01-26http://hdl.handle.net/10362/176096This 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.engGen zFashion industryLuxury industryPremium brandsEmerging technologiesAr and vrGenerative ai3d printingMarketingmaster thesis203680146