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Bringing luxury service to your screen

Yaana Siroya

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Creator: Yaana Siroya

Institution: London College of Fashion, University of the Arts London

Course: MA Global Fashion Retailing

Specialisation: Digital Luxury and Technology-Enhanced Retail

Contact: yaanasiroya9@gmail.com

About:

I’m a fashion management graduate passionate about the intersection of luxury, technology, and consumer psychology. My work explores how innovation can preserve emotional storytelling and brand heritage within digital environments. I pay strong attention to detail and believe that when the backend systems of a brand are solid, they empower exceptional front-end experiences, aligning efficiency with creativity to deliver meaningful luxury in a digital age.

Creator: Yaana Siroya

Institution: Lon...

This project explores how AI Virtual Assistants (AIVAs) can redefine luxury e-commerce experiences in this digital world. With Gen Z consumers increasingly demanding convenience, authenticity, and personalisation, this study investigates how AIVAs can bring in human-like luxury touch-points online. Using a qualitative, phenomenological approach, the research combines focus groups and expert interviews to identify what makes AI “luxury level Virtual Assistant” focusing on trust, relational personalisation, and brand alignment. The resulting framework provides both theoretical and managerial insights, guiding luxury brands on how to integrate AI ethically while maintaining exclusivity, heritage, and brand integrity.

Research and process

Research and Process

The research process followed a qualitative methodology, drawing on the Technology Acceptance Model (TAM) and Uses & Gratifications (U&G) theory. Data was collected through focus groups with Gen Z consumers (n=6) and semi-structured interviews with luxury and retail professionals (n=5). Braun and Clarke’s thematic analysis identified four key themes: Operational Excellence, Relational Personalisation, Brand Alignment, and Trust & Privacy. These themes informed the creation of an integrated “Luxury AIVA Framework,” which merges theoretical insight with practical guidance.

The process included developing ethical documentation, consent forms, and a thematic codebook, followed by visual synthesis into a professional artefact. Each stage demonstrates a commitment to rigour, transparency, and creativity, translating academic research into real-world retail innovation.

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Bringing luxury service to your screen

This project explores how AI Virtual Assistants (AIVAs) can redefine luxury e-commerce experiences in this digital world. With Gen Z consumers increasingly demanding convenience, authenticity, and personalisation, this study investigates how AIVAs can bring in human-like...

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