TASK:
Students will write a Term Paper* analyzing one luxury brand within one Industry Vertical and one Focus Area (for example, Art and Blockchain)
This should cover the following aspects:
brand identity and positioning within its Industry Vertical;
the brand’s digital strategy with examples from publicly available sources;
trends impacting the brand within the next 2-5 years based on sources;
an outlook of the brand’s strategy and performance for the next 12 months with best-practice examples
Pass Criteria
Students display an understanding of the Luxury Industry and how it differs from Premium and Discount. Additionally, they have evaluated a Focus Area and applied it to a specific brand to show how these insights work in practice.
Topic should be : NFTs with runway collections // how a fashion retailer could embrace new technologies, yet still remain true to its own brand identity. Use examples of the Dolce & Gabbana genesis NFT collection please refer also to this in the paper.
Example pages just to give you an idea: https://runwaymagazines.com/dolce-gabbana-nft-collezione-genesi-2021/
https://economictimes.indiatimes.com/magazines/panache/fashion-house-dolce-gabbana-sets-a-6-million-record-for-fashion-nfts/articleshow/86773173.cms
How fashion brands are navigating NFTs and what’s next for the metaverse
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