The present and future state of multi-brand platforms in luxury e-commerce - the influence of customer service experience in tThe luxury ecommerce platforms

• Autor(a) principal: Barros, Pedro Manuel Fernandes Vaz de
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/157246
• topic: E-commerce; Luxury fashion; Multi-brand platform; Business model; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Luxury fashion consumption is changing. For decades, the industry favored premium in-person experiences. Recently, however, luxury brands and consumers have taken notice of online channels, and competition is fiercer than ever. The aim of this thesis is to analyze the industry and specify recommendations for the improvement of a business model employed by major e commerce platforms in luxury fashion, the multi-brand model. Literature, a consumer survey and company records comprise the primary sources of information used to analyze the model and support the elaboration of three major recommendations: integration of metaverse technology, improved customer experience and digital loyalty development.