Risques, InêsRigamonti, Chiara2025-02-192025-02-192024-01-192024-01-19http://hdl.handle.net/10362/179303This thesis examines challenges faced by luxury brands following the “Creator’s Light” model after the departure of creators, focusing on Karl Lagerfeld's brand. Analysing Karl Lagerfeld’s role as creator and his brand within the “Creator's Light” model, the research explores Lagerfeld's legacy and current purchase behaviour, aiming at guiding the brand in leveraging its creator's identity. It introduces the “Creator Identity Prism” as main strategy. Recommendations span product offerings, communication strategies, and luxury positioning. Proposed strategies involve aligning product lines with Lagerfeld's values, emphasizing his signature silhouette, timeless aesthetics, and embracing a rock-chic style reflecting his bold and inventive spirit.engCreatorCreator´s lightFounder demiseKarl lagerfeldBrand identityLuxurymaster thesis203865081