EXPLORING THE INFLUENCE OF SUSTAINABILITY AND DIGITALIZATION ON BRAND IDENTITY IN THE LUXURY INDUSTRY. THE BULGARI CASE.

In the present dynamic landscape, the luxury industry is undergoing a significant transformation, characterized by the emergence of new trends that compel brands to swiftly adapt to the accompanying challenges. The work sets as its main object of analysis two prevailing emerging trends, sustainability and digitalization, as they majorly reflect the evolving preferences and needs of the younger generations, and on the impact these phenomena have on luxury brand identity, with a particular focus on the case study of the renowned Roman Maison, Bulgari. The case study analyses strategies and practices adopted by the Maison, along with an assessment of their impacts on both brand identity and image and the major challenges that Bulgari faces in navigating these transformative processes.