Luxury Fashion Brands extending into the accommodation industry: The case of Bulgari Hotels and the impact on consumer perception
This Master’s Thesis explores the growing trend of luxury fashion brands extending into the hospitality industry, with a particular focus on ventures of luxury hotels. It delves into the strategic motivations driving these brand extensions and assesses their effects on consumer perception. The resea...
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| Format: | Master's thesis |
| Publication date: | 2025 |
| Country: | España |
| Institution: | Consejo Superior de Investigaciones Científicas (CSIC) |
| Repository: | Dadun. Depósito Académico Digital de la Universidad de Navarra |
| Language: | English |
| OAI Identifier: | oai:dadun.unav.edu:10171/117220 |
| Online Access: | https://hdl.handle.net/10171/117220 |
| Access Level: | Open access |
| Keyword: | Luxury Fashion Brands |
| Summary: | This Master’s Thesis explores the growing trend of luxury fashion brands extending into the hospitality industry, with a particular focus on ventures of luxury hotels. It delves into the strategic motivations driving these brand extensions and assesses their effects on consumer perception. The research approach combines an in-depth literature review with quantitative methods, employing surveys and statistical analysis to interpret responses from a broad and diverse group of consumers. Findings suggest that luxury brands are entering the accommodation sector to deepen emotional ties with consumers, cultivate brand heritage, and distinguish themselves in a highly saturated market. Crucially, the effectiveness of these expansions hinges on the brand’s ability to uphold its fundamental principles of exclusivity and artisanal quality within the accommodation sector. Despite the growing prevalence of such brand strategies, the results presented in this study highlight that direct consumer experiences, social influences and the opportunity of brand differentiation plays a pivotal role in shaping attitudes towards luxury accommodation extensions. These ventures can attract new audiences, provided they are executed with care to preserve the brand’s luxury essence |
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