Internationalization of a digital luxury brand: Josefinas case study

• Autor(a) principal: Jordão, Diana Filipa da Costa Vieira
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/19078
• topic: Luxury brands; Internationalization; Luxury market; Communication strategy; Marcas de luxo; Internacionalização; Mercado de luxo; Estratégias de comunicação; Gestão de empresas; Marketing digital; Comportamento do consumidor -- Consumer behavior; Trabalho de projeto

The present case approaches the internationalization of a digital luxury brand (Josefinas), more specifically the Communication Strategy used during the opening of a popup store in a country and city different from Braga, Portugal, for one year. Therefore, at the beginning of the Case, three distinct world cities are proposed and the challenge for the students is throughout the Case Study, answering the questions and make decision-making in order to choose one of the destinations initially presented. Luxury Brands predominantly use communication actions like printed advertising, newsletters, Public Relations, Press Releases, interviews to mass media and Word of Mouth to promote their brands and products. However, digital brands need to be present and use social networks daily to grow, survive and reach as many people as possible. In order to stand out in the global luxury market, brands need to be genuine and true to themselves. Regarding the Global Luxury Market, the Chinese consumer is the predominant. In recent years, generation Z and the Millennials are boosting a strong growth in global luxury purchases, and tourism is a major driver of this market. On the other hand, while online shopping is increasing rapidly, the luxury consumer still uses physical stores as their main channel for purchasing luxury goods, hence, it makes sense for Josefinas to open a pop-up store abroad.