Exploring the influence of immersive technology on luxury brand

In an century characterized by rapid technological evolution, the luxury fashion and jewelrysectors are experiencing significant transformation. This thesis investigates how immersive technologies like augmented reality (AR), virtual reality (VR), and mixed reality (MR) areredefining luxury brand marketing, emphasizing enhanced customer engagement and altered brand perceptions. These technologies not only enrich the consumer experience but also expandthe audience to include younger, digitally-savvy consumers. The analysis highlights a shift from traditional marketing methods to digital engagement strategies that leverage immersive technologies to transform shopping into a personalized and engaging experience. This shift deepens emotional connections with brands, enhancing customer loyalty. Furthermore, the research explores the broader implications of technology adoption within luxury brands, demonstrating how it transforms the luxury concept from an exclusivity symbol to an inclusive experience. This redefinition emphasizes the brand’ s heritage, craftsmanship, and narrative, attracting a wider consumer base and fostering a deeper sense of community and belonging. Overall, this thesis provides insights into the pivotal role of immersive technologies in revolutionizing marketing strategies and consumer interactions within the luxury sector. It illustrates the necessity for luxury brands to adapt and remain competitive in the digital age, ensuring their relevance and appeal to contemporary consumers.