Refreshing Luxury Brand Strategy Through Dynamic Workshop
Suihko, Vera (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202503174365
https://urn.fi/URN:NBN:fi:amk-202503174365
Tiivistelmä
This Bachelor’s thesis consist of research and productive part. The aim of the study was to refresh the brand strategy of the client company. The client company is Finnish luxury fashion brand that is currently modifying its business operations and therefore needs refreshed brand identity to match the changes. The purpose of the study was to refresh the old brand strategy by developing new ideas and marketing approaches to match with the current market demand. The objectives of this thesis were to study the future of luxury market and developing brand strategies, and finding practical development ideas for the client company’s refreshed brand strategy by using workshop as the research method.
The theoretical framework starts by taking a look at the current state of luxury market, why brand management is more important than ever for successful business and what companies need to consider in building international brand strategies. The study investigates why workshops as a qualitative research method are great for driving change within the company and its operations.
In terms of research the workshop was aimed to bring together company owners with a storefront employee in a collective co-creation space to reflect, review and discuss new ideas for brand strategy. The results show that first, dynamic workshop method works well in developing strategies, it’s an open and safe space for the participants to share concerns and bring new ideas. It’s an effective way to address problem statements and to find solutions together. The key findings from the workshop were the importance of high-quality customer service, limited product offering and increasing visibility.
For the purpose of this thesis, I studied and reviewed the international brand strategy development, the future of luxury market extensively and gained a lot of insights on the business and current trends in the process. I gained valuable knowledge about workshops as research method and how to plan and organize a successful workshop. Based on my study of the current trends in luxury fashion market, brand strategy management and workshop research, I developed a brand strategy book for the client company.
The theoretical framework starts by taking a look at the current state of luxury market, why brand management is more important than ever for successful business and what companies need to consider in building international brand strategies. The study investigates why workshops as a qualitative research method are great for driving change within the company and its operations.
In terms of research the workshop was aimed to bring together company owners with a storefront employee in a collective co-creation space to reflect, review and discuss new ideas for brand strategy. The results show that first, dynamic workshop method works well in developing strategies, it’s an open and safe space for the participants to share concerns and bring new ideas. It’s an effective way to address problem statements and to find solutions together. The key findings from the workshop were the importance of high-quality customer service, limited product offering and increasing visibility.
For the purpose of this thesis, I studied and reviewed the international brand strategy development, the future of luxury market extensively and gained a lot of insights on the business and current trends in the process. I gained valuable knowledge about workshops as research method and how to plan and organize a successful workshop. Based on my study of the current trends in luxury fashion market, brand strategy management and workshop research, I developed a brand strategy book for the client company.