Master’s thesis titled ‘The Perception of Luxury in an E-Commerce Environment’ was conducted for the case company Wodens Group Oy. The objective of this study was to explore the essence of the luxury concept and how it is perceived in a modern e-commerce setting. The aim was to provide guidelines for the case company to achieve their goal of developing a luxury brand and successfully selling their products online.

The research involved an extensive analytical study to identify crucial factors related to luxury marketing. The outcome of the work includes insights for luxury marketing, a collection of conceptual sketches, as well as photography and graphic design assets for the company to utilize.