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The impacts of awareness versus overexposure in the luxury industry

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dc.contributor.advisorBryson, Douglas
dc.creatorVillamil Castro, María Camila
dc.creator.degreeAdministrador de Empresas
dc.creator.degreeLevelPregrado
dc.creator.degreetypeFull time
dc.date.accessioned2024-04-19T17:50:47Z
dc.date.available2024-04-19T17:50:47Z
dc.date.created2024-02-20
dc.descriptionLa industria del lujo, caracterizada por la exclusividad, la artesanía y el valor aspiracional, ha experimentado importantes transformaciones en los últimos años. Este artículo explora las repercusiones de la concienciación y la sobreexposición en la industria del lujo, centrándose en el comportamiento de los consumidores, el valor percibido y el principio de rareza. El estudio se basa en datos cualitativos obtenidos a partir de entrevistas en profundidad con siete personas relacionadas con la industria del lujo. Sus diversos puntos de vista, desde los conocedores del sector hasta los consumidores, arrojan luz sobre la evolución de la dinámica desde la perspectiva del lujo. La investigación revela que, si bien la notoriedad puede aumentar el reconocimiento y el prestigio de la marca, una visibilidad excesiva, facilitada por las redes sociales y el marketing de influencers, puede diluir la exclusividad y el atractivo de las marcas de lujo. La percepción del lujo por parte de los consumidores se ve influida por la accesibilidad y visibilidad de las marcas, así como por su historia y autenticidad. El estudio analiza las estrategias empleadas por las marcas de lujo para lograr un equilibrio entre el mantenimiento de la deseabilidad y la consecución de un mayor alcance en el mercado. También destaca el papel de las experiencias personalizadas y la artesanía a la hora de preservar los valores fundamentales del lujo. Las conclusiones indican que, aunque la sobreexposición plantea retos, también crea oportunidades para redefinir el lujo en la era moderna. La investigación revela que, si bien la notoriedad puede aumentar el reconocimiento y el prestigio de las marcas, una visibilidad excesiva, facilitada por las redes sociales y el marketing de influencers, puede diluir la exclusividad y el atractivo de las marcas de lujo. La percepción del lujo por parte de los consumidores se ve influida por la accesibilidad y visibilidad de las marcas, así como por su historia y autenticidad. El estudio analiza las estrategias empleadas por las marcas de lujo para lograr un equilibrio entre el mantenimiento de la deseabilidad y la consecución de un mayor alcance en el mercado. También destaca el papel de las experiencias personalizadas y la artesanía a la hora de preservar los valores fundamentales del lujo. Las conclusiones indican que, aunque la sobreexposición plantea retos, también crea oportunidades para redefinir el lujo en la era moderna. Este trabajo de investigación contribuye a una comprensión más profunda de la evolución del escenario del lujo, ofreciendo ideas sobre el delicado equilibrio entre crear conciencia de marca y preservar el encanto único y aspiracional del lujo. Ofrece valiosas recomendaciones para las marcas de lujo que quieran navegar por las complejidades de la era digital sin perder sus valores atemporales.
dc.description.abstractThe luxury industry, characterized by exclusivity, craftsmanship, and aspirational value, has been undergoing significant transformations in recent years. This paper explores the impacts of awareness and overexposure on the luxury industry, focusing on consumer behavior, perceived value, and the rarity principle. The study leverages qualitative data gathered from in-depth interviews with seven individuals connected to the luxury industry. Their diverse perspectives, ranging from industry insiders to consumers, shed light on the evolving dynamics within the luxury perspective. The research uncovers that while awareness can enhance brand recognition and prestige, excessive visibility, facilitated by social media and influencer marketing, can dilute the exclusivity and appeal of luxury brands. Consumers' perceptions of luxury are influenced by the accessibility and visibility of brands, as well as their history and authenticity. The study discusses the strategies employed by luxury brands to strike a balance between maintaining desirability and achieving wider market reach. It also highlights the role of personalized experiences and craftsmanship in preserving the core values of luxury. The findings indicate that while overexposure poses challenges, it also creates opportunities for redefining luxury in the modern era. This research paper contributes to a deeper understanding of the evolving luxury scenery, offering insights into the delicate equilibrium between building brand awareness and preserving the unique, aspirational allure of luxury. It provides valuable recommendations for luxury brands seeking to navigate the complexities of the digital age while upholding their timeless values.
dc.format.extent95 pp
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.48713/10336_42465
dc.identifier.urihttps://repository.urosario.edu.co/handle/10336/42465
dc.language.isoeng
dc.publisherUniversidad del Rosario
dc.publisher.departmentEscuela de Administración
dc.publisher.programAdministración de Empresas
dc.rightsAttribution-NoDerivatives 4.0 International*
dc.rights.accesRightsinfo:eu-repo/semantics/openAccess
dc.rights.accesoAbierto (Texto Completo)
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dc.source.instnameinstname:Universidad del Rosario
dc.source.reponamereponame:Repositorio Institucional EdocUR
dc.subjectIndustria de lujo
dc.subjectConciencia
dc.subjectSobreexposición
dc.subjectComportamiento del consumidor
dc.subjectPercepción de valor
dc.subjectRareza
dc.subjectAdaptabilidad
dc.subjectConcepción de lujo
dc.subject.keywordLuxury industry
dc.subject.keywordAwareness
dc.subject.keywordOverexposure
dc.subject.keywordPerceived value
dc.subject.keywordConsumer behavior
dc.subject.keywordRarity
dc.subject.keywordAdaptability
dc.titleThe impacts of awareness versus overexposure in the luxury industry
dc.title.TranslatedTitleLos impactos de la conciencia frente a la sobreexposición en la industria del lujo
dc.typebachelorThesis
dc.type.documentTrabajo de grado
dc.type.hasVersioninfo:eu-repo/semantics/acceptedVersion
dc.type.spaTrabajo de grado
local.department.reportEscuela de Administración
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