This project delves into the strategic evolution of Bottega Veneta, a renowned luxury fashion brand, currently helmed by Matthieu Blazy. With a rich history dating back to its establishment in Italy in 1966, Bottega Veneta is synonymous with exceptional Italian craftsmanship and timeless elegance, catering to aficionados of refined luxury. The report scrutinizes the brand's strategic shift, notably the 2021 decision to deactivate its official social media accounts, prioritizing exclusivity over mass exposure. To secure its future in the evolving luxury landscape, especially with the projected dominance of younger consumers by 2030, the brand must reshape its digital strategies. The suggested solution involves developing a comprehensive app offering seamless shopping experiences, augmented reality for virtual try-ons, and curated content featuring artist collaborations. These enhancements align with the digital preferences of younger generations, ensuring Bottega Veneta remains exclusive while satisfying the demand for immersive luxury experiences. By expanding and refining its app, Bottega Veneta aims to position itself favorably in the digital age, effectively engaging with younger consumers and maintaining its aura of exclusivity in the dynamic luxury market.
Radhika Handa_22000347_AAS Luxury.pdf
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