DIGITAL ART and 4.0 TECHNOLOGIES for LUXURY BRAND MANAGEMENT

Drawing upon personal experience in the e-commerce digital art sector and academic insights from pursuing a master’s degree in Entrepreneurship and Innovation, at the world capital of art and luxury branding, Italy. This thesis investigates the strategic integration of Fourth Industrial Revolution (4IR) technologies into the luxury industry. Traditionally cautious towards technological adoption, the luxury sector is now navigating a paradigm shift, driven by digital transformation and evolving consumer behaviours. This study analyses how advancements like Blockchain, Extended Reality (AR/VR), Additive Manufacturing, and Artificial Intelligence (AI) can empower luxury brands to leverage digital art. The central aim is to explore how these technologies can reinforce core luxury attributes such as rarity and authenticity, reinvent consumer experiences, and build brand equity in an increasingly digital world. The research methodology incorporates a comprehensive literature review and a qualitative case study of Digital Art Italia 4.0 (DAI4.0), a conceptual high-end digital art platform designed to connect established artists with affluent collectors. This concept leverages the cultural prestige of the "Made in Italy" identity and proposes an innovative Platform-as-a-Service (PaaS) model for established luxury brands. To validate these concepts, qualitative data was collected through a questionnaire targeting luxury brand management professionals, gathering their perspectives on the feasibility and strategic implications of such innovations. Key findings reveal that 4IR technologies, when strategically applied, can successfully translate and enhance core luxury values in the digital domain. Blockchain and NFTs are identified as crucial tools for establishing verifiable ownership, scarcity, and authenticity, addressing historical challenges of digital art's reproducibility. Extended Reality is shown to be a powerful enabler of the "experience economy," creating immersive and personalised brand interactions that foster deeper emotional connections. The study also highlights the complexities of AI, which can enhance functional value but may risk diminishing the emotional, human-centric brand essence crucial to luxury. This thesis concludes that the convergence of digital art and 4.0 technologies is not a fleeting trend but a fundamental reshaping of the luxury landscape. It recommends a strategy of technological augmentation rather than replacement, urging brands to embrace blockchain for trust, invest in high-quality immersive experiences, and explore collaborative platforms to navigate this digital renaissance effectively.