Luxury Dematerialization Strategies: from ownership to experience. The Cases of Louis Vuitton and Burberry.

Contemporary consumer values, combined with the profound impact of digitalization, are driving a paradigm shift within the luxury sector, which is traditionally related to the mere possession of exclusive goods, acquired by individuals who desire to showcase status and wealth. The thesis aims to analyze the dematerialization processes of luxury from products to memorable experiences, in which products serve as components of a broader service offering designed to provide a superior experience. In order to investigate this impactful transformation within the luxury sector, an extensive literature review forms the foundation of the thesis, tracing the evolution of luxury over the centuries, and, in particular, observing the differences between old luxury and new luxury. The investigation proceeds by examining the unique characteristics of luxury brands, highlighting the role played by brand equity and brand perceptions, and providing an overview of the marketing strategies implemented within the luxury sector. Drawing upon the principles of the experience economy, the thesis examines the shift from traditional to experiential luxury implemented by companies at an international scale. The core of the thesis focuses on the dematerialization processes observed within the luxury fashion industry, aiming to identify the major drivers related to this impactful transition. In order to provide empirical depth, the thesis presents a detailed Case Study, which analyzes the processes of dematerialization implemented by two of the most representative companies related to the luxury fashion panorama, such as Louis Vuitton and Burberry. The Case Study is developed through a qualitative methodology, aimed at observing and comparing the strategies implemented by these brands, with the objective of defining how these luxury fashion companies are transitioning from product-focused offerings to experience-centric models.