HOW SHOULD FINE WATCHMAKING ADAPT ITS PRODUCT OFFERING IN RESPONSE TO THE DIGITALIZATION OF ITS SECTOR? / Julie-Anne MARCOT / 2023

Titre : HOW SHOULD FINE WATCHMAKING ADAPT ITS PRODUCT OFFERING IN RESPONSE TO THE DIGITALIZATION OF ITS SECTOR? Type de document : Mémoire Auteurs : Julie-Anne MARCOT, Auteur Année de publication : 2023 Importance : 32p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management TECHNOLOGIE ; PRODUIT DE LUXE ; INDUSTRIE DU LUXE SECTEUR Résumé : With the increase of digitalization and the “Digital age” phenomenon, the world becomes increasingly digital. The luxury watchmaking sector faces unique challenges due to digitalization in incorporating digital features while staying relevant and engaging with consumers. This dissertation paper explores the digital transformation of fine watchmaking, examining how traditional fine watchmaking brands must adapt their product offerings and marketing strategies while maintaining tradition and exclusivity to meet the demands of the consumers and new modern marketplace. As connected and smart watches are more and more visible and bought by consumers, this dissertation paper explores the digital transformation of products offerings for fine watchmaking and which strategy to implement to enter in a Digital Age while satisfying the codes of fine watchmaking sector and consumers. This paper examines the incorporation of digital features and connectivity in fine watches and the importance of creating unique experiences for consumers, and the role of social media in reaching new audiences to succeed the strategy of fine watchmaking sector that consists on keeping the quality and prestigious brand image and by integrating digital features on the products. The paper also examines the potential impact of emerging and new technologies, with blockchain on the fine watchmaking sector for instance and the potential benefits of successful adaptation. This study explores the roadmap to success to the Digital Age and to ensure the continued success of fine watchmaking sector in the years to come. The qualitative study has shown that digitalization is at the heart of the marketing and digital strategy for products offering in fine watchmaking sector, but there are different strategies influenced by brand image, brand heritage and values of the brand, and depending on size of companies. These parameters influence considerably the strategy. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581975