The thesis entitled “The Evolution of Communication in the Luxury Fashion Industry: A Focus on Prada’s Brand Strategies” examines the transformation of communication in the fashion industry, with particular attention to the luxury segment, in light of digitalization and new media languages. After providing a historical overview of the evolution of fashion journalism, from the first specialized magazines and major publishing houses such as Vogue and Harper’s Bazaar, to the rise of television and digital media, the thesis explores the role of digital tools as new instruments of storytelling and democratization in fashion. The aim of the study is to investigate how luxury fashion brands have reinterpreted their communication strategies in the shift from traditional media to digital platforms, while preserving the core values of exclusivity, identity, and storytelling that define their image. Special attention is given to the rise of social media, influencers, and online platforms, which have profoundly changed the relationship between brands, journalists, and audiences. The central part of the thesis focuses on the luxury sector, analyzing the challenges and opportunities created by digital transformation, from influencer marketing to digital storytelling, to e-commerce dynamics and the redefinition of the customer experience. The case study on Prada and its second line Miu Miu examines the brand’s communication strategy, highlighting its ability to integrate art, fashion, and technology into a coherent and distinctive language. The work concludes with several innovative proposals for enhancing the digital presence of Italian luxury brands, including the Fashion Mirror project, designed to improve the consumer experience through interactive and immersive tools.
La tesi magistrale dal titolo “Evoluzione comunicativa in ambito luxury: Focus sulle strategie del marchio Prada” analizza il processo di trasformazione della comunicazione nel settore della moda e, in particolare, nel comparto del lusso, alla luce dell’impatto della digitalizzazione e dei nuovi linguaggi mediali. Dopo una ricostruzione storica dell’evoluzione del giornalismo di moda, dalle prime riviste specializzate e dai grandi nomi dell’editoria, come Vogue e Harper’s Bazaar, fino alla televisione e ai nuovi media, la tesi approfondisce il ruolo del digitale come nuovo strumento di narrazione e di democratizzazione della moda. L’obiettivo del lavoro è indagare come i brand del luxury fashion abbiano reinterpretato le proprie strategie comunicative nel passaggio dai media tradizionali ai canali digitali, mantenendo intatti i valori di esclusività, identità e storytelling che ne definiscono l’immagine. Particolare attenzione è riservata all’avvento dei social media, degli influencer e delle piattaforme online, che hanno modificato il rapporto tra brand, giornalisti e pubblico. La parte centrale del lavoro si concentra sul settore del lusso, analizzando le sfide e le opportunità generate dalla transizione digitale: dall’influencer marketing al digital storytelling, fino alle dinamiche dell’e-commerce e alla ridefinizione dell'esperienza d'acquisto. Il caso di studio dedicato a Prada e alla sua seconda linea Miu Miu esamina la strategia comunicativa del marchio, evidenziando la capacità di integrare arte, moda e tecnologia in un linguaggio coerente e distintivo. L’elaborato si conclude con alcune proposte innovative per la valorizzazione digitale del lusso italiano, tra cui il progetto Fashion Mirror, concepito per migliorare l’esperienza del consumatore attraverso strumenti interattivi e immersivi.
Evoluzione comunicativa in ambito luxury: Focus sulle strategie del marchio Prada
AIENA, FRANCESCA
2024/2025
Abstract
The thesis entitled “The Evolution of Communication in the Luxury Fashion Industry: A Focus on Prada’s Brand Strategies” examines the transformation of communication in the fashion industry, with particular attention to the luxury segment, in light of digitalization and new media languages. After providing a historical overview of the evolution of fashion journalism, from the first specialized magazines and major publishing houses such as Vogue and Harper’s Bazaar, to the rise of television and digital media, the thesis explores the role of digital tools as new instruments of storytelling and democratization in fashion. The aim of the study is to investigate how luxury fashion brands have reinterpreted their communication strategies in the shift from traditional media to digital platforms, while preserving the core values of exclusivity, identity, and storytelling that define their image. Special attention is given to the rise of social media, influencers, and online platforms, which have profoundly changed the relationship between brands, journalists, and audiences. The central part of the thesis focuses on the luxury sector, analyzing the challenges and opportunities created by digital transformation, from influencer marketing to digital storytelling, to e-commerce dynamics and the redefinition of the customer experience. The case study on Prada and its second line Miu Miu examines the brand’s communication strategy, highlighting its ability to integrate art, fashion, and technology into a coherent and distinctive language. The work concludes with several innovative proposals for enhancing the digital presence of Italian luxury brands, including the Fashion Mirror project, designed to improve the consumer experience through interactive and immersive tools.| File | Dimensione | Formato | |
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https://hdl.handle.net/20.500.14239/32463