Our Researcher:

Dr. Eleonora Cattaneo

 

 

Dr Eleonora Cattaneo the Director of the MSc and Executive Masters in Luxury Brand Management. Eleonora’s research interests are focused on brand revival, brand collaborations and sustainable luxury. Her areas of luxury research are: rebranding, heritage branding and sustainable buying behaviour. Her work has been published in Journal of Brand Management, Long Range Planning and Strategic Change, among others. She is a senior fellow of the UK Chartered Management Institute and fellow of the Swiss Center for Luxury Research.

Current Research Project:

Threads of Tomorrow: GenZ Redefining Fashion Brands, Palgrave Macmillan 2024

The fashion industry is undergoing significant changes as a result of Gen Z’s influence. Gen Z are highly connected and informed consumers who demand authenticity, diversity, and sustainability from the brands they interact with. GenZ are the most global of generations, often exhibiting consistent behaviour across markets. Our book unveils the powerful influence of today’s youth on the fashion industry and responses developed by the brands. We look at GenZ as a global segment but also analyse local differences across markets. Understanding and catering to the interests of GenZ is vital for fashion brands to remain competitive, build brand loyalty, and secure future success. By embracing their preferences, values, and aspirations, fashion brands can forge meaningful connections with GenZ consumers and co-create a fashion landscape that aligns with their vision for the future.
This book explores the remarkable impact of GenZ, the digital natives and tastemakers who are reshaping the very essence of style providing a valuable resource for both academics and practitioners in the field of fashion.