Assessment of Bachelor Thesis – Opponent
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 1
2. Logical structure 2
3. Using of literature, citations 2
4. Adequacy of methods used 1
5. Depth of analysis 2
6. Self-reliance of author 3
7. Formal requirements: text, graphs, tables 1
8. Language and stylistics 2
Comments and Questions:
This thesis work intends to enrich the overlap between theory and practice of implementing digital strategies around luxury fashion brands. It aims to find out the key to success in commercial
communication as it is set on the thesis topic. A plus that offers is the study case used by the author which illustrates widely the digitization world around a luxury fashion brand. The structure is well developted by the author. However I found a discrepancy between the main objective and the conclusion. The
paragraphs are the followinf , the first at the beginning of the text and the second one at the end: 1. The main objective of this thesis is to find the best strategy for promoting to new generations, so that the brand can come closer to potential customers while at the same time not losing its status of luxury and
uniqueness that habitual customers have come to love throughout the years.
2. This bachelor thesis aimed to find the most important factors of a successful digital marketing strategy for luxury fashion brands by analysing current successful digital strategies of other brands and conducting a primary research to confirm the effectivity of these tools. As my best knowledge, I did not detect any proposed strategy only recommendations which appears to be logical like the ones mentioned at the conclusions section: - it is very important to not forget in-store experiences and other forms of communication outlets, such as magazines, as they are still liked an appreciated by consumers. It is important to keep these still at high quality to not loose customers that have grown to love and appreciate this aspect of luxury – the customer service, the experience of purchase as well as the feeling of reading through a fashion magazine and discovering new fashion trends on their pages. I would recomnend to graphically illustrate a guide or enlist those key factors which will help to improve the further developtment of digital strategies among luxury fashion brands. Question for defence: what is the biggest obstacle and the biggest opportunity that digitization offers to the luxury fashion industry?
Conclusion: The Bachelor Thesis is recommended for the defence.
Suggested Grade: 2
Date: 31/08/2021 Lic. Adriana Escobar Rios, MBA
Opponent
