The phygital convergence in contemporary luxury: a convergência phygital no luxo contemporâneo: structuring experience ecosystems
DOI:
https://doi.org/10.51473/rcmos.v1i2.2025.2370Keywords:
Luxury. Phygital. Experience. Data Strategy.Abstract
This study investigates the transition of luxury brands from a transactional product model to an experiential value ecosystem using phygital convergence. The analysis proposes that brand legitimacy in the current environment depends on integrating real-time data with personalized physical hospitality. The methodology is based on a literature review and analysis of luxury market trends from 2020 to 2024. It concludes that brand authority is maintained by preserving core codes while adopting agility in digital and physical execution.
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References
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Copyright (c) 2025 Anissa Arichi (Autor)
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