TY - THES ID - 134618736 TI - How do luxury brands preserve their image and integrity in times of crisis? A study for Sotheby’s International Realty Belgium AU - Gillieaux, Marie-Elisabeth AU - Zaruk, David AU - Odisee. Studiegebied Handelswetenschappen & Bedrijfskunde PY - 2020 PB - Brussel : Odisee DB - UniCat UR - https://www.unicat.be/uniCat?func=search&query=sysid:134618736 AB - How do luxury brands preserve their image and integrity in times of crisis? That is the question that many who are involved in the luxury world ask themselves in these times of uncertainty. Will everything be done through digital means and will companies lose their personal and tailored touch which renders them so unique? It can also be said that the printed media will disappear in the coming years as more and more is done through digital means. The shift towards the digital transformation will not impact the client base of Sotheby’s International Realty as they are transitioning with their time and aging target group. Meaning that the older generation who used more of the traditional paper meaning will pass away with their marketing strategy. Several recommendations have been given to survive through the crisis. Some of them are already being applied while others could be slightly improved or will take time to implement. ER -