IS THERE A POTENTIAL MARKET FOR VEGAN LUXURY LEATHERWORK? / Maria MENAND / 2019

Titre : IS THERE A POTENTIAL MARKET FOR VEGAN LUXURY LEATHERWORK? Type de document : Mémoire Auteurs : Maria MENAND, Auteur Année de publication : 2019 Importance : 25 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management COMPORTEMENT DU CONSOMMATEUR ; DEVELOPPEMENT DURABLE ; STRATEGIE ; INDUSTRIE DU LUXE SECTEUR ; CUIR SECTEUR ; FRANCE Résumé : This seminar paper deals with the theme of “marketing strategies to promote sustainable consumer behaviour” and more specifically with the vegan luxury. Because sustainability is a global concern that involve all the sectors, even luxury, it is important to know the new consumers behaviours. The question here is to know if there is market potential in vegan luxury leatherwork in France. To answer this question, I worked on previous research papers and existent resources that allows me to prove the relevance of the subject. Then, I have conducted a survey on 360 people living in France to understand their motivations to buy luxury products and their perception of vegan luxury leatherwork. This survey leads me to understand the different groups within the veganism movement and how much people that are defining themselves as flexitarian cares about environment friendly and sustainable products. I also made a surprising statement: 50% of the people who are interested in vegan luxury leatherwork products do not know any brands that is selling this kind of products. At the end the conclusion is that there is a potential market on vegan luxury leatherwork that needs to be explored by brands with a specific communication strategy: quality, sustainability and certified products. Note de contenu : PGE: Bibliogr.P. 23-25 Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=497679