Marketing luxusních značek v digitálním věku

This thesis explores the marketing of luxury brands in the digital age. In the modern age, traditional values of luxury collide with the demands of the digital present. The aim of this thesis was to find out how digitalisation affects luxury brands' strategies, how luxury brands are adapting to today's trends and how they can achieve a balance between exclusivity and digital presence. The research was conducted through 10 in-depth interviews carried out with representatives of Generation Z. The research findings showed that luxury brands should not hold on to traditional strategies and limit their digital presence, but instead integrate it sensitively into their identity and values. The recommendation is to focus on strategies that preserve the brand's uniqueness and exclusivity while leveraging selected digital channels to meet the expectations and demands of a new generation of consumers.