MERGERS AND ACQUISITIONS IN THE DIGITAL LUXURY BUSINESS: THE YOOX NET-A-PORTER CASE

This thesis focuses on the analysis of digital acquisitions and mergers in the luxury sector, examining how luxury companies are responding to the digital transformation’s challenges and opportunities. The luxury sector, characterized by rarity and exclusivity, is undergoing a profound transformation due to the digital technologies and e-commerce’s emergence, known for its accessibility. The main objective of this research is observing how digital transformation has impacted the luxury sector. It examines the motivations behind digital M&A and analyses the strategies adopted by luxury companies to remain competitive and survive in an increasingly digital and global environment. After a brief analysis of the luxury’s concept, the reference sector, future opportunities and existing literature, a case study analysis of two companies at the digital change’s forefront, FARFETCH and Yoox Net-A-Porter, is proposed. By offering an analysis of digital M&A in the luxury sector and by highlighting the corporate strategies adopted to embrace digital transformation and remain relevant in an ever-changing market, this thesis allows us to understand how, luxury companies must be able to innovate and grow by embracing digital transformation and all the new opportunities offered, in order to survive and maintain a competitive advantage in this new context.