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Titre : |
The Evolution of “Beauty Feminine Conceptions” and “Body Image” in a Digital Era: Generation X and Millenials face to the Fashion Industry |
Type de document : |
Mémoire |
Auteurs : |
Marine AUDRENO, Auteur |
Année de publication : |
2020 |
Importance : |
28 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management COMPORTEMENT DU CONSOMMATEUR ; INDUSTRIE DU LUXE SECTEUR ; WEBMARKETING ; FEMME ; BEAUTE
|
Résumé : |
To answer this research question, I decided to run a qualitative research including two types of data collection: In-depth interviews and Netnography. The analysis of these data led me to three different interesting findings, articulated with each other. First, I discovered that Generation X and Millennials do not possess the same conception of feminine beauty. If it’s true that from Generation X members’ point of view feminine beauty is synonym of a single ideal: tall, thin and slim woman (like Victoria’s Secrets models); on the other side Millennials do privilege several “standardS” of beauty. According to Millennials, Feminine Beauty needs to be plural in fashion, like demonstrated by the brand Savage x Fenty. Besides, if these two groups possess different conceptions of feminine beauty, they all agree on the fact that, in our current environment, with movements like #metoo, the fashion industry needs to adapt its strategy in both: fashion shows and marketing campaign, by promoting concepts as “diversity” and “inclusivity”. The Body Positivity Movement truly embodies this trend and is supported by Millennials and Generation X too. Finally, last but not least, my ultimate finding turns out to be crucial for brands future. Indeed, I found that even if fashion moved forward in terms of “inclusivity”, a part of women population, belonging to Generation X, is still on the edge of fashion concern, as no identification is possible. |
Programme : |
PGE-Rouen |
Spécialisation : |
Digital Marketing |
Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529851 |
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