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Titre : |
How can luxury brands balance between authenticity and innovation in order to thrive among millennials? : The case of Gucci |
Type de document : |
Mémoire |
Auteurs : |
Lamia BADRI, Auteur |
Année de publication : |
2019 |
Importance : |
19 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management INDUSTRIE DU LUXE SECTEUR ; CONSOMMATEUR ; COMPORTEMENT DU CONSOMMATEUR ; STRATEGIE
|
Résumé : |
Considerable changes are progressively transforming the luxury industry, and behind the alterations lays a new generation of luxury-savvy, purpose-seeking, social-media addict consumers: millennials. As this group of individuals born between 1979 and 1995 (How &Strauss, 2009) is believed to be the real game-changer in the industry, one particular brand seems to have positioned itself as millennial’s favourite luxury brand. Indeed, Gucci’s outstanding performance speaks for itself. This research therefore aims to analyse the brand’s strategies on three distinct levels: its purpose-driven strategy, its social-media presence and its use of street-art, as key factors in the brand success. The objective is to study how can luxury brands learn from Gucci to thrive among millennials. |
Note de contenu : |
PGE: Bibliogr.P.19 |
Programme : |
PGE-Rouen |
Spécialisation : |
Marketing |
Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=497663 |
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