This thesis focuses on the issue of staffing in retail, specifically focusing on the retail of luxury goods. The main aim is to map the process of staffing itself and then to create optimization measures in order to increase the efficiency of recruitment. By analyzing the staffing process there will be developed optimization measures, which are based on existing processes used in international companies and also on recommendations of the personnel department group LVMH. An important part of this thesis is the analysis of the labor market and human capital from a demographic perspective and analysis of changes in population structure. The contribution is to create the necessary recommendations to streamline the staffing process, including providing more detailed information about these processes in luxury retail and summary of theoretical knowledge in the field of personnel management.

The topic of the project has been about the future of luxury mobility and how the brand Rolls-Royce could evolve alongthe technological advancements until the year 2038. As luxury is changing from being about possession to the experience of luxury, the goal was to design a vehicle that could support both new internal and external experiences about the vehicle. The identified obstacle that could limit the scope of new experiences in an autonomous vehicle is motion sickness. As cities grow and technology develops the future cities are crowded so personal space, and privacy is being limited.During the process, the tools used varied from form exploration through sketching, concept principle testing and finalization in 3d software as well as visualization tools to communicate the proposed solutions. Working out of the Rolls-Royce designstudio provided brand insight but also expertise in the field of color & materials as well as advice on engineering solutions from the design team.The result Rolls-Royce Luxe Nomad is a vehicle for exploring the world outside the urban areas. Going far and beyond in search of new and unique experiences but also making the trip there as enjoyable as possible. The concept provides a solution inspired by high-speed trains that could limit those effects. Through understanding the future customers need of privacy a method of controlling the amount of insight was developed to enhance the user experience and giving them an increased sense of control of their space.

[pt] Seguindo uma tendência mundial, o consumo de produtos falsificados tem se ampliado consideravelmente no Brasil, com relevantes consequências econômicas e sociais. Apesar de sua característica de exclusividade, os produtos de marcas de luxo não são imunes a esse processo. Réplicas de artigos como bolsas e relógios de marcas historicamente inacessíveis para muitos, por exemplo, podem ser adquiridos com facilidade no país. A desmistificação do luxo é, em grande parte, resultado da evolução do seu significado: partindo de uma lógica artesanal para uma visão financeira e industrial, o luxo caminhou pela modernidade e pós-modernidade - era do consumo movido pelo simbolismo e pela união do real e do imaginário, até, finalmente, democratizar-se através do novo luxo, abrindo as portas para a falsificação. Nesse contexto, o presente estudo buscou responder à seguinte pergunta: Quais valores podem ser considerados responsáveis pela decisão de compra de bolsas falsificadas da marca Louis Vuitton? Para tanto, foi realizada uma pesquisa exploratória, em que 15 mulheres que compraram bolsas Louis Vuitton falsificadas foram submetidas a entrevistas em profundidade analisadas pela técnica Laddering. O resultado do estudo sugere que, para além dos atributos do produto, avaliado como de elevada beleza, a bolsa faz com que as mulheres sintam-se possuidoras de imponência e status. Ao comprarem a bolsa Louis Vuitton, mesmo falsificada, as consumidoras buscam o pertencimento e procuram elevar a autoestima, valor que atua como principal motivador da decisão de compra. / [en] Following a global trend, the consumption of counterfeit goods is substantially spreading in Brazil, with significant economic and social consequences. Despite its uniqueness, luxury brand products are not immune to this process. Replicas of items such as handbags and watches produced by brands that are historically inaccessible for many, for example, can be easily purchased in the country. The demystification of luxury is the result of the evolution of its meaning: starting from craft logic onto a financial and industrial vision, luxury strode through modernity and post-modernity – the consumption era driven by symbolism and the merging of real and imaginary until finally democratize itself through what is known as new luxury, making counterfeit possible. In this context, the present study intends to comply with the following question: Which values could be held responsible for the buying decision of counterfeit Louis Vuitton handbags? To this end, we conducted an exploratory study in which 15 female subjects who bought counterfeit Louis Vuitton handbags were subjected to in-depth interviews analyzed using Laddering. The result of the study suggests that besides the product attributes, evaluated as extremely beautiful, to own a handbag made women feel imponent and with a certain status. When acquiring a Louis Vuitton hanbag, even though counterfeit, female consumers crave for belonging and raising their self-esteem, a value that is the primary motivation of the purchase decision.

Abstract This Thesis is a research about the concept of luxury and its relationship to strategic Management. Motivations. The driver behind the elaboration of this study is to explore the complexity involved in managing luxury firms, and particularly the process of business strategy formulation. The research has been extensive in the case of the state of the art and the research phase. Nevertheless, the author acknowledges that his experience both as a business lecturer (postgraduate level) and as a private consultant has influenced the ability to gather further insights into this research. The ultimate motivation of this research is to contribute to academic work and business practice by providing a theoretical framework to help executives to formulate the business strategy of a luxury firm. Structure. This work is organized into three main parts. The first part is an introduction to the concept of luxury. It also provides the state of the art with a short view on the historical evolution of such concept, the luxury market and review of consumer behavior literature. This part also provides the analysis of the relationship between luxury and management and it justifies the need of a managerial perspective. As a conclusion this first part provides the rationale behind the need of a management approach to luxury. The second part defines the hypothesis of this Thesis, a framework to formulate the business strategy of a luxury firm. This part also defines the mixed method research conducted, which entails a quantitative and qualitative analysis, and the findings of the research phase. Based on these results this part explores the viability of a business model and the limitations of such model. In the third part the model proposed is redefined taking into account the lessons of the research phase. And hence it is proposed a definitive version of the framework. Objectives. Two are the main goals of this study: To evaluate the state of the art in the field of luxury and particularly its relationship with business strategy and To define the basis for a model to improve the process of business strategy formulation for luxury firms. / Introducción. Esta tesis es una investigación sobre el concepto de lujo y su relación con la teoría de dirección estratégica. Motivaciones. La principal motivación detrás de la elaboración de este estudio es explorar la complejidad implicada en la gestión de las firmas de lujo, y en particular el proceso de formulación de la estrategia de negocio. La investigación ha sido extensa en el caso del estado del arte y en la fase de investigación. No obstante, el autor reconoce que su experiencia como profesor en escuelas de negocio (nivel de postgrado) y como consultor privado han influido en la capacidad de reunir más conocimientos en esta investigación. La motivación última de esta investigación es contribuir al trabajo académico y la práctica empresarial, proporcionando un marco teórico para ayudar a los ejecutivos a formular la estrategia de negocio de una empresa de lujo. Estructura. Este trabajo está organizado en tres partes principales. La primera parte es una introducción al concepto de lujo. Aquí se proporciona el estado del arte con una breve visión sobre la evolución histórica de dicho concepto, el mercado de lujo y la revisión de la literatura sobre comportamiento de los consumidores. Esta parte también proporciona el análisis de la relación entre el lujo y la gestión. Como conclusión de esta primera parte se exponen las razones detrás de la necesidad de un enfoque de gestión de lujo. La segunda parte define la hipótesis de esta tesis, un marco teórico para formular la estrategia de negocio de una empresa de lujo. Esta pieza también define el método mixto de investigación llevado a cabo, lo que implica un análisis cuantitativo y cualitativo. En los resultados de esta segunda fase de investigación se explora la viabilidad del modelo y sus limitaciones. En la tercera parte se propone un modelo redefinido en base a las lecciones obtenidas en la fase de investigación, proporcionando una versión definitiva del marco. Objetivos. Dos son los objetivos principales de este estudio. Uno, evaluar el estado del arte en el campo del lujo y sobre todo su relación con la estrategia de negocio. Y dos, definir las bases de un modelo para mejorar el proceso de formulación de la estrategia de negocios para firmas de lujo. / Introducció. Aquesta tesi és una investigació sobre el concepte de luxe i la seva relació amb la teoria de direcció estratègica. Motivacions. La principal motivació darrere de l'elaboració d'aquest estudi és explorar la complexitat implicada en la gestió de les firmes de luxe, i en particular el procés de formulació de l'estratègia de negoci. La investigació ha estat extensa en el cas de l'estat de l'art i en la fase d'investigació. No obstant això, l'autor reconeix que la seva experiència com a professor en escoles de negoci (nivell de postgrau) i com a consultor privat han influït en la capacitat de reunir més coneixements en aquesta investigació. La motivació última d'aquesta investigació és contribuir al treball acadèmic i la pràctica empresarial, proporcionant un marc teòric per ajudar els executius a formular l'estratègia de negoci d'una empresa de luxe. Estructura. Aquest treball està organitzat en tres parts principals. La primera part és una introducció al concepte de luxe. Aquí es proporciona l'estat de l'art amb una breu visió sobre l'evolució històrica d'aquest concepte, el mercat de luxe i la revisió de la literatura sobre comportament dels consumidors. Aquesta part també proporciona l'anàlisi de la relació entre el luxe i la gestió. Com a conclusió d'aquesta primera part s'exposen les raons darrere de la necessitat d'un enfocament de gestió de luxe. La segona part defineix la hipòtesi d'aquesta tesi, un marc teòric per formular l'estratègia de negoci d'una empresa de luxe. Aquesta peça també defineix el mètode mixt de recerca dut a terme, el que implica una anàlisi quantitativa i qualitativa. En els resultats d'aquesta segona fase d'investigació s'explora la viabilitat del model i les seves limitacions. A la tercera part es proposa un model redefinit en base a les lliçons obtingudes en la fase d'investigació, proporcionant una versió definitiva del marc. Objectius. Dos són els objectius principals d'aquest estudi. Un, avaluar l'estat de l'art en el camp del luxe i sobretot la seva relació amb l'estratègia de negoci. I dos, definir les bases d'un model per millorar el procés de formulació de l'estratègia de negocis per a firmes de luxe. / Millán Planelles, D. (2017). Understanding the formulation of business strategy in luxury firms, a mixed methods research including external market factors and internal managerial perspectives [Tesis doctoral no publicada]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/78296 / TESIS

The foremost argument of this research is that self concept is of fundamental influence in the choices consumers make when purchasing luxury clothing brands. The objective of this research was to determine the relationships between self concept and the experience, attachment and loyalty that consumers have towards brands. The research further sought to confirm the role that identity theory plays in brand consumption. Sixty-nine respondents were surveyed via an electronic tool to understand how they view the role that self concept plays in the experiences they encounter with clothing brands. Experts were also interviewed to gain deeper insights into brands and the importance that communication and branding strategies play in developing brands for consumption. Ttests and bivariate regression was performed in order to determine relationships amongst the constructs. The findings show that consumers place a relatively high importance on the brand experience and self concept constructs. Marketing and advertising companies have an enormous responsibility to ensure that the right messages are communicated to consumers in order to give consumer a positive brand experience. A robust brand strategy and Communications strategy plays a pivotal role in successful delivery of the essence and image of luxury brands. Identity and self concept theory are central to understanding consumer behaviour and consumption decisions. Copyright / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted

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Using a qualitative semiotic analysis and a quantitative netnographic approach, this mixed method study seeks to examine the use of nostalgic marketing within the field of luxury fashion advertising. The focal point of the study focused on material from online video content posted by four European luxury fashion brands between the years 2020 and 2022, as well as commentary feedback from their followers on social media platforms Instagram and Youtube. Basing our research on previous literature regarding both nostalgia and luxury fashion marketing individually, along with a theoretical framework including theory of semiotics, theory of representation, mythology and luxury branding, the aim was to establish whether or not the selected brands were successful in inducing nostalgic emotions in their viewers. This study offers insights into marketing perspectives, branding strategies and how to build brand equity through attachment and loyalty towards luxury fashion brands through the use of nostalgia. By analysing four luxury brands, three of which can be considered as heritage brands and the forth being newly-established on the market, and juxtaposing them against each other to compare their cultural, symbolic and nostalgic elements included in their advertising video campaigns and study their individual effectiveness. Throughout our research, it was indicated that the symbolic value within imagery must be enhanced, specifically in regards to luxury fashion brands, for consumers to have positive impressions of the brand and be willing to purchase from the brand. Therefore, luxury fashion brands continuously try to deliver dream-like scenarios in order to fulfil consumers’ desires and luxury experiences.

The paper studies cultural differences in marketing communication between the West and China, as well as how marketing communication differs between different Western luxury segments, in which extend luxury brands Louis Vuitton, BMW and Rolex use standardized or localized marketing strategies when integrating on digital platforms in China. The study draws attention to China as a unique phenomenon where great interest in luxury is mixed with new technology and strict political conventions. Previous research has drawn attention to the tendency of Western luxury brands to localize when designing marketing communications in China. Cultural differences have a great impact on which communication is most effective. Unlike Western countries where luxury brands can communicate self-expression and uniqueness, luxury brands in China need to highlight social symbols that clearly convey how the luxury brand benefits Chinese consumers in important social contexts. The researcher in this study has been inspiredby the research method grounded theory where the researcher performs a qualitative analysis in the form of a self-constructed analysis model. Analysis is carried out using open coding where the researcher finds indications, patterns, similarities and differences for how marketing communication differs between different Western luxury segments in China. The results of the study show that Louis Vuitton's marketing communication is localized to the greatest extent, Rolex's marketing communication is localized the least, uses a standardized marketing strategy and BMW has a mix between standardized and localized marketing strategies.

Urban multi-functional building with luxury apartments, which brings the approach to modern living on well accessible place. Building responds to the diversity of the street opposite the front with "teeth", differs materially and artistically parter, which is used for commercial purposes and also the last 6. floors in the structure of plaster for "realiving" matter.

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