This thesis investigates - especially from a legal point of view - the promotional strategies of companies operating in the luxury sector, with particular regard to online digital communication and the activities of influencers on Instagram. In the first chapter, a legal and pre-legal definition of "luxury brand" is proposed, with particular reference to the three sectors of high fashion, automotive and luxury hotels. The second chapter analyses commercial communication. A first part deals with the definition of commercial communication and some 'traditional' promotion practices (sponsorship, direct marketing and advertising). A second part presents the rules on commercial communication, with particular reference to those contained in the Consumer Code and the Code of Self-Discipline for Commercial Communication published by the Institute of Advertising Self-Discipline. A third part is specifically dedicated to the communication strategies adopted by luxury companies in more recent times (e.g. through the production of mini-films, and through intense activity on social networks). The third chapter is dedicated to the promotional strategies of luxury companies on the Instagram platform and through influencers (differentiated into the four categories of mega influencers; macro influencers; micro influencers and nano influencers). The issue that is therefore particularly investigated is the transparency of these forms of commercial communication towards consumers. From this point of view, the rules and measures of the Italian Antitrust Authority are presented, as well as those contained in the Digital Chart of the Institute of Advertising Self-Discipline on digital marketing and influencers, which have provided an initial binding regulatory framework for operators in the sector (including advertisers and influencers).
La tesi indaga – specie dal punto di vista giuridico – le strategie promozionali delle imprese che operano nel settore del lusso, con particolare riguardo alla comunicazione digitale online e alle attività degli influencer su Instagram. Nel primo capitolo viene proposta una definizione giuridica e pre-giuridica di “marchio di lusso”, con particolare riferimento ai tre comparti dell’alta moda, dell’automobilismo e dell’hôtellerie di lusso. Il secondo capitolo analizza la comunicazione commerciale. Una prima parte tratta della definizione di comunicazione commerciale e di alcune pratiche “tradizionali” di promozione (la sponsorizzazione, il direct marketing e la pubblicità). Una seconda parte presenta le regole in materia di comunicazione commerciale, con particolare riferimento a quelle contenute nel codice del Consumo e nel Codice di autodisciplina della comunicazione commerciale edite dall’Istituto di autodisciplina pubblicitaria. Una terza parte è dedicata specificamente alle strategie comunicative adottate dalle imprese del lusso nei tempi più recenti (ad esempio mediante la produzione di mini-film, e tramite intense attività sui social network). Il terzo capitolo è dedicato alle strategie promozionali delle imprese del lusso sulla piattaforma Instagram e per il tramite di influencer (differenziati nelle quattro categorie dei mega influencer; macro- influencer; micro- influencer e nano influencer). Il tema che viene quindi particolarmente indagato è la trasparenza di queste forme di comunicazione commerciale nei confronti dei consumatori. Sotto questo profilo sono presentate le regole e i provvedimenti dell’Autorità Garante per la Concorrenza e il Mercato, e quelle contenute nella Digital Chart dell’Istituto di autodisciplina pubblicitaria in tema di digital marketing e influencer, che hanno fornito un primo quadro normativo vincolante per gli operatori del settore (inclusi inserzionisti e infuencer).
I marchi del lusso: strategie comunicative e profili giuridici nell'era digitale.
NICOLETTA, LUDOVICA
2019/2020
Abstract
This thesis investigates - especially from a legal point of view - the promotional strategies of companies operating in the luxury sector, with particular regard to online digital communication and the activities of influencers on Instagram. In the first chapter, a legal and pre-legal definition of "luxury brand" is proposed, with particular reference to the three sectors of high fashion, automotive and luxury hotels. The second chapter analyses commercial communication. A first part deals with the definition of commercial communication and some 'traditional' promotion practices (sponsorship, direct marketing and advertising). A second part presents the rules on commercial communication, with particular reference to those contained in the Consumer Code and the Code of Self-Discipline for Commercial Communication published by the Institute of Advertising Self-Discipline. A third part is specifically dedicated to the communication strategies adopted by luxury companies in more recent times (e.g. through the production of mini-films, and through intense activity on social networks). The third chapter is dedicated to the promotional strategies of luxury companies on the Instagram platform and through influencers (differentiated into the four categories of mega influencers; macro influencers; micro influencers and nano influencers). The issue that is therefore particularly investigated is the transparency of these forms of commercial communication towards consumers. From this point of view, the rules and measures of the Italian Antitrust Authority are presented, as well as those contained in the Digital Chart of the Institute of Advertising Self-Discipline on digital marketing and influencers, which have provided an initial binding regulatory framework for operators in the sector (including advertisers and influencers).È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/628