<Fashion Marketing> in Nottingham Trent University, 2024

Dissertation Proposal on Luxury Watch Market

This proposal is for my final dissertation for my MA Fashion Marketing. This dissertation proposal explores the impact of brand heritage storytelling on relationship-building between luxury watch brands and Generation Z consumers. This proposal involves an Introduction, Literature review and Methodology parts.

With the luxury market experiencing robust growth, particularly in the luxury watch sector, the research emphasises the strategic importance of brand heritage in attracting and retaining younger generations who are becoming the primary consumers in this market. The study aims to understand how narratives about a brand's history influence Generation Z's perception, engagement, and loyalty towards luxury watch brands.

The literature review reveals a growing luxury watch market driven by increased disposable income, technological advancements, and significant interest from Millennials and Generation Z. Despite facing challenges such as product availability and economic sensitivity, opportunities for growth lie in digital marketing and sustainability efforts. The review also highlights the importance of brand storytelling in enhancing luxury value and engaging consumers, underscoring the need for brands to innovate and adapt their strategies to meet the evolving preferences of younger generations.

Methodologically, the research will employ qualitative interviews to delve into Generation Z's responses to brand heritage storytelling. Through purposive sampling, the study aims to gather insights from a diverse group of participants across Asia and Europe, ensuring a comprehensive understanding of the psychological and emotional impacts of brand heritage narratives.