Luxury Trades in Intangibles

Conclusions and recommendations based upon an examination of sixteen brands across the four luxury segments of high, historic, new, and street. Research includes evaluation of the following: online search traffic, social media metrics, creative direction, celebrity fan base, popular products, narrative, and innovations. Innovations considers both immersive physical and digital experiences as well as platform presence, virtual reality opportunities, and real-world collaborations. Brand image generated online is key to shaping consumer perspectives. Research paper completed in fulfillment of requirements for the Marketing Strategy and Decision Making Capstone Honors course at UGA.