Assessment of Bachelor Thesis – Academic Consultant
Study programme:International Economic Relations Field of study:International Trade
Academic year:2020/2021
Bachelor Thesis Topic:DIGITIZATION AS THE KEY TO SUCCESS IN COMMERCIAL COMMUNICATION OF LUXURY FASHION BRANDS
Author’s name:Sofia Kornas
Ac. Consultant’s Name:Andrea Escobar Rios, Doctora en Ciencias Opponent:Lic. Adriana Escobar Rios, MBA
Criterion Mark
(1–4)
1. Overall objective achievement 2
2. Logical structure 1
3. Using of literature, citations 2
4. Adequacy of methods used 1
5. Depth of analysis 2
6. Self-reliance of author 2
7. Formal requirements: text, graphs, tables 3
8. Language and stylistics 1
Comments and Questions:
The thesis brings over the table the widely discussed issue related with luxury industry (fashion brands) and the dilemma of use or not internet as one of their shopping experiences and communication strategies. The paradigm of uniqueness and exclusiveness through out internet is well known. What makes interesting this thesis topic is for instance, a proposal of an improved and renewed digitized strategy of communication for the successful adaptation of luxury fashion brands to new generations.
The theoretical basis presented serve enough as a foundation for understand the wide state of art around luxury fashion brands and their relationship with internet as a communication channel among consumers.
#The author involves different generations of consumers, offers a study case and uses a quantitative method which aims to describe a new strategy for brands, as it is stated on the objective. #Author should care a bit more format details since there are many of them: images out of margin, justified text mistakes.
#When presenting results always labels in charts must be shown. #I think that the author got a bit lost during the analysis process since there is not that clear the strategy or the best description of a strategy that some brands should count with it when developing theirs.
The thesis offers very interesting outcomes and results which just need a bit more organization on the way they are presented.
Question: Author states that GenZ and older millennial are the most inspired by social media, but what exactly is inspiration about? What is the obtained benefit of that inspiration? How does it impact or contribute to the development of a new communication strategy?
Conclusion: The Bachelor Thesis is recommended for the defence.
Suggested Grade: 2
Date: 30/08/2021 Andrea Escobar Rios, Doctora en Ciencias
Academic Consultant
