Real: An upholstery company in the new luxury context

• Autor(a) principal: Simões, Nuno Miguel Lourenço
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/30071
• topic: New luxury; Luxury strategies; Luxury market; Luxury furniture; Novo luxo; Estratégias de luxo; Mercado de luxo; Mobiliário de luxo

This dissertation is set towards the development of Real, a project for a luxury upholstery company acting in the new luxury context. Being a project, the dissertation arrives at a more practical standpoint where there is information to make a decision regarding the project’s viability. It begins by exploring the new luxury concept and what is its place within the global luxury context, by understanding the luxury concept in its many facets and knowing what has changed in the last decades in the luxury market and in the luxury strategies being adopted by companies. The developed research study was set in order to know how the new luxury concept is present in furniture companies’ activity, gathering insights on the theory’s empirical applicability, especially in the luxury furniture market. The main output from the research study are the 12 themes that emerged from it, consisting of categories that contribute to understand the participants’ standpoint regarding the concepts explored in the literature review and thus their stance on the new luxury context and brand constructs. The second half of this dissertation is based on the developed research, consisting on the development of the foundations for Real, a project for a luxury upholstery company which is set to act in the new luxury context. The project’s viability is assessed in the end.