English
Ciência-IUL
Publicações
Descrição Detalhada da Publicação
2021 Global Fashion Marketing Conference
Ano (publicação definitiva)
2021
Língua
Inglês
País
Coreia do Sul
Mais Informação
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Abstract/Resumo
A qualitative study was conducted with the aim of analyzing luxury brands adaptation concerning the Covid-19 impact on the luxury sector. To this end, luxury brand managers from Lisbon were interviewed as a means to collect insights. Our findings indicate that virtual reality was crucial during the pandemic, as stores were closed, and brands needed to sustain their relationships. Managers enhanced social media as a powerful tool as well.
Agradecimentos/Acknowledgements
ISCTE-IUL / BRU-IUL
Palavras-chave
Luxury,Immersive technologies,Fashion show,Covid-19,Interview,Qualitative
Registos de financiamentos
| Referência de financiamento | Entidade Financiadora |
|---|---|
| UIDB/00315/2020 | Fundação para a Ciência e a Tecnologia |
