Methodology

Figure 27: Lail vineyards blueprint brochure design, Napa brand design, 2022 Figure 28: Vintage luxury car, Valentina brand, 2016 Figure 29: Lemon sole lounge chairs, Kwok Hoï Chan, 2012

This dissertation aims to demonstrate the changes in various industries opting for fashion industry behaviors, demonstrating the background and effects behind the topic. This research methodology has been designed to demonstrate and examine the topic focusing on business and brand management as an identification tool to get a theoretical point of view.

The author of the dissertation offers an examination primarily from secondary sources such as books and research papers published principally on brand management and consumer behaviors, allowing the student to consume a partial vision of the subject exposed.

This section aims to demonstrate the changes in various industries opting for fashion industry behaviors, demonstrating the background and effects behind the topic. This research methodology has been designed with the aim to demonstrate and examine the topic focusing on business and brand management as an identification tool to get a theoretical point of view. The author of this dissertation offers an examination primarily from secondary sources such as books and research papers published principally on brand management and consumer behaviors, allowing the student to consume a partial vision of the subject exposed. Furthermore, the student presents a gradual introduction on the topic, decoding the concept of the brand followed by data analysis to convey the main research point with an integral and combined perspective as the reasoning of this approach is due to transmit a business perspective. The literature review answers the research questions that decode concepts in branding, imitation of industries inquiring fashion brands business models, and consumer’s perceptions, exposing topics such as fashion luxury business evolution and their roles in marketing. This approach towards the review is completed to collect updated current information and theories related to the topic from the most prominent and renowned professionals in the field selected to appreciate economic, social, and cultural factors to intend an extensive perspective on the concept. In addition, contemporary and recent literature is vital due to the substantial change of these factors influencing companies regularly. The student method predominate-

ly involves collecting and analyzing the literaturea while visualizing content in visual models and graphics to demonstrate more exhaustive and theoretical theories. In order to understand the materialization of ideas and concepts in business management alongside their attributes and product perceptions from their consumers, the author will use primarily sources and analysis from professor Jean-Noël Kapferer (Author, professor, and reputed expert on brand management), Bernard Dubois (Strategy and management author and advisor) and Gilles Laurent (Author and professor reputed in luxury marketing).

To comprehend the fashion industry turning shifting consumer’s behaviors and lifestyles but also new consumer luxury perceptions created by the fashion luxury business model, the author will consider the research from Peter E. Rossi (Expert on consumption effects and consumer behaviors), Jean Baudrillard (Expert sociologist), Hannele Kauppinen-Räisänen (Author and professor of consumer perceptions studies and luxury management) and Les Johnson (Porfessor of marketing and expert in business models). In order to understand the role of marketing in brand management and what models of innovation have led the new consumerism. The author will analyze recent research composed by Thyra Uth Thomsen (Pioneer in the study of the new unconventional luxury) and the effect of the new characteristics of contemporary unconventional luxury and shifts in marketing that lead to new product success as a knowledge fusion perspective (Frankwick, 2016). Inside the data collection, the author will evaluate visual models, graphics and case studies primarily from authors being Blancheton et al, 2020, Milanesi et al., 2020, and Pereira et al., 2018, among others in order to prove the key findings, objectives and research questions exposed before. Principally there will be showcased examples and studies of other industries applications of the FLBM and its effectiveness but also key components and future challenges of the FLBM. Concerning the main difficulty of this dissertation will be the access and selectivity of all the sources described and not described before. The comprehensive sources of information available can lead to bewilderment and differences in personal approaches from the student towards the topic.