Second-Hand Project / Yousra KHELAFA / 2020

Titre : Second-Hand Project : Company - PRADA Type de document : Mémoire Auteurs : Yousra KHELAFA, Auteur ; Sofia BIRCA, Auteur ; Milena BOERO, Auteur Année de publication : 2020 Importance : 61 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 CHANGEMENT ; PRODUIT DE LUXE ; RECYCLAGE Entreprise PRADA Résumé : The purpose of this report is to analyse whether the second-hand market is an opportunity for Prada or not. Our outcome was based on a thorough analysis of both internal and external factors. Internal factors, taken into consideration, were the brand's values, mission and vision. Regarding the external factors, we considered an extensive competitor analysis, in addition to the study of the target market both in a quantitative (geographical area, sex, age, financial status) and a qualitative approach (character, personal preferences, habits). Furthermore, we considered the rapidly growth of the second-hand market, the key opportunities and trends. Besides, we focused on the possible business model options to approach the resale market and we presented the most suitable for Prada. Finally, we develop a survey that provide us with valuable insights of customers’ behaviour and preferences. Programme : MSc International Master in Luxury Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=532912