Abstract:To broaden their cultural influence, gain new consumers or retain current loyalty (target), luxury brand managers also diversify products and marketing strategies. An example of this is the launch of the Canvas of the Future bag, a Louis Vuitton brand product that boasts digital technology capabilities, integrating the idea of technological innovation with luxury brand and product concepts. Thus, we sought to describe and interpret the perception of Fashion experts about the product, conducting a descriptive-q… Show more
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