# Project Description

How do media strategies impact purchase intent?

Sophie Wilson

Summary

Final work

I am a focused and determined individual whose ambition is to create positive, sustainable change within the fashion industry through innovation, creativity and collaboration.

I am a focused and determined individual whose ambition is to create positive, sustainable ...

College London College of Fashion

Course BSc (Hons) Fashion Management

Graduation year 2025

During my final year at university, I conducted my final major project entitled ‘How do European luxury brands’ media strategies impact purchase intent of Gen Z and Millennials?’. The aim of this study was to provide a recommended media strategy for luxury fashion brands which balanced consumer preference and financial efficiency, which would result in the potential for increased brand awareness and revenue. This investigation involved in-depth exploration of existing media strategy research and critical analysis of this, as well as quantitative and qualitative data collection. I interviewed consumers and industry professionals to establish a holistic perspective of the industry. This resulted in a credible exploration, which contributed to academic literature and the managerial sector of the fashion industry. This project significantly enhanced my critical analysis and evaluation skills, as well as my knowledge of media within luxury fashion.

Final work

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During my final year at university, I conducted my final major project entitled ‘How do European luxury brands’ media strategies impact purchase intent of Gen Z and Millennials?’. The aim of this study was to provide a recommended media strategy for luxury fashion brands ...

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