| Titre : |
Une enquête et une analyse sur le Metaverse et les Nfts, et leur impact sur la notoriété, l'engagement et la stratégie numérique des marques de luxe sur la notoriété, l'engagement et la stratégie numérique des marques de luxe. |
| Titre original : |
An Investigation and Analysis into the Metaverse & Nfts, and Their Impact on the Awareness, Engagement and Digital Strategy of Luxury Brands |
| Type de document : |
Mémoire |
| Auteurs : |
Rebecca Catherine MONTAUT, Auteur |
| Année de publication : |
2023 |
| Importance : |
102 p. |
| 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) |
| Mots-clés : |
Management
INDUSTRIE DU LUXE SECTEUR ; STRATEGIE ; TECHNOLOGIE
|
| Résumé : |
The Metaverse, NFTs and Web3 have been buzz words in the luxury industry for the past few years. However, there is still a large amount of confusion and uncertainty on the exact meaning of the words. For my thesis, I wanted to define these terms and explore why luxury brands are taking an interest in Web3, and how this technology could help luxury houses with their engagement and brand awareness, particularly among younger Generations Y, Z and Alpha. In this report, I investigate the biggest Metaverse platforms already working with luxury brands and explore the current digital environment to analyse the Web3 strategies of these brands. Moreover, I unveil the involvement of luxury brands in the Web3 space and highlight the importance of NFTs being the steppingstone for luxury brands to fully enter the immersive, digital world. Furthermore, I examined Blockchain technology and its role inincreasing transparency and traceability in an industry that is not currently “offering enough transparency,” meaning, they “can’t be held accountable for their actions.” (Chan, 2022) |
| Programme : |
Cesem |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581687 |
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