| Resumo: | The objective of this dissertation is to understand how luxury brands can manage the tension between the luxury concept and digitalization. To answer the research question, I have adopted a qualitative approach and conducted a multiple case study. Brand selection complies with the following criteria: luxury goods brand with an active digital space. The findings reveal that having well-defined brand values and investing in emotional and interpersonal experiences to engage with their clients is fundamental to managing exclusivity. In addition, luxury brands believe digitalization will not replace the exclusiveness and the multisensory experience that can only be delivered through traditional means. To overcome this challenge, focusing on communicating instead of using digital channels as a sales tool can lead to customer attraction and retention. An omnichannel approach stimulates brands to be the head of innovation and, simultaneously, maintain their essence integral. Managers and marketers benefit from this research since it contributes to the understanding of how to embrace digitalization while managing each key luxury attribute intact.
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