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研究生： 王思思
Wang, Sissi
論文名稱： 奢侈品產業數位化的挑戰
The Challenges of Digitalization in the Luxury Industry
指導教授： 何富年
Ho, Foo-Nin
口試委員: 何乾瑋
Ho, Chien-Wei
冷則剛
Leng, Tse-Kang
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2025
畢業學年度： 113
語文別： 英文
論文頁數： 49
相關次數： 點閱：21  下載：6 
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    • This thesis explores the challenges and opportunities that digitalization presents to the luxury industry. It addresses the question: How can luxury Maisons embrace digital innovation while preserving their heritage and core values?

    My internship at Chanel in the Digital & Innovation department offered valuable insights into the history of Chanel but also how a luxury brand navigates digital transformation. I observed that only selected product categories, such as Fragrance & Beauty and Eyewear, were available online, raising questions about the strategic choices behind limited digital offerings.

    Drawing on academic literature, press articles, and empirical studies, this research analyses how luxury brands integrate digital tools into their models. While initially hesitant, fearing a loss of exclusivity and brand value, luxury houses are now increasingly leveraging digital solutions to enhance both customer experience and operational efficiency.

    1. Introduction 1
    2. The Luxury Industry and its Evolution 2
    2.1. Historical Overview 2
    2.2. Economic Overview and the Impact of COVID-19 2
    2.3. The Luxury Industry by Region 7
    2.4. Future Perspectives 8
    3. The Specificity of Luxury Industry 10
    3.1. What Makes Luxury? 10
    3.2. Luxury Industry Strategies: Breaking Away from Traditional Codes 12
    3.3. Consumers’ Purchasing Behaviors 12
    4. An Industry Reticent to Digitalize: A Strongly Retail-oriented Model with Limited Web Presence 14
    4.1. Business Model and Strategic Approach Overview 14
    4.2. Customer Loyalty Strategies and Physical Customer Experiences 16
    4.3. Deep-Rooted Heritage Values of Luxury Houses in Tension with Digitalization 16
    4.4. Luxury Brands’ Reluctance Toward Digitalization Due to the Rise of Cyberattacks 17
    5. Digital Transformation in Luxury: Front Office Challenges 20
    5.1. Confrontation Between the Retail Experience and the Online Experience 20
    5.2. The Challenge of Omnichannel Integration 21
    5.3. Phygital Experiences 24
    5.4. Luxury Brands Partner with Startups to Enhance Their Digital Footprint 28
    5.5. NFTs in Luxury: a New Way to Boost Brand Value while Keeping Authenticity 28
    5.6. Digital Technnology Serving Sustainability 30
    6. Leveraging Back-Office Digitalization to Optimize Operations 33
    6.1. Optimizing Supply Chain Management and Inventory Control 33
    6.2. Fighting Counterfeiting with Blockchain Technology 33
    7. Financial Impact on Luxury Company 37
    7.1. Digitalization Has a Positive Impact on Companies’ Financial Performance 37
    7.2. Analysis: Are Global Luxury Leade the Most Advanced in Digitalization? 37
    8. Conclusion 41
    References 43

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