Luxury fashion consumption is changing. For decades, the industry favored premium in-person
experiences. Recently, however, luxury brands and consumers have taken notice of online
channels, and competition is fiercer than ever. The aim of this thesis is to analyze the industry
and specify recommendations for the improvement of a business model employed by major e commerce platforms in luxury fashion, the multi-brand model. Literature, a consumer survey
and company records comprise the primary sources of information used to analyze the model
and support the elaboration of three major recommendations: integration of metaverse
technology, improved customer experience and digital loyalty development
