DISSERTATION LAYOUT TITLE: BRAND RELEVANCE, FASHION LUXURY AND METAVERSE: THE CASE STUDY OF HERMES METABIRKIN RESEARCH QUESTION: HOW HERMES BRAND POSITIONING IN THE METAVERSE MAY BE PERCEIVED? “ MAY AFFECT THEIR BRAND IMAGE? HERMES IN THE METAVERSE -TRADIITONAL -INNOVATIVE TRADITIONAL PRO AND CONS -RISK: THEY MAY NOT RESONATE WITH YOUNG AUDIENCE INNOVATIVE PRO AND CONS -PRO: A NEW ERA MADE UP BY REVOLUTION -RISK: HERMES MAY LOOSE THEIR LEADERSHIP POSITIONING IN THE FASHION LUXURY INDUSTRY -MAY LOOSE THEIR CLIENT BASE LOYALTY -THE BAG MAY LOOSE VALUE STRUCTURE INTRO OF BRAND HERMES TRADITIONAL /INNOVATIVE PRO AND CONS CASE STUDY OF HERMES (which path could be more feasible for Hermes in the long term, how consumers may react to that) Issues that the brand is facing in the metaverse, how are they affecting the brand (heritage, value, reputation, positioning) SURVEY DISCUSSION CONCLUSION Bibliography
