To what extent have important values to Gen Z, such as diversity, equity, and inclusion, been challenging for luxury brands to adopt? / Kéomaly VEOPRASEUTH / 2022

Titre : To what extent have important values to Gen Z, such as diversity, equity, and inclusion, been challenging for luxury brands to adopt? Type de document : Mémoire Auteurs : Kéomaly VEOPRASEUTH, Auteur Année de publication : 2022 Importance : 36 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 la page. Langues : Anglais (eng) Mots-clés : Management BEAUTE ; EQUITE ; IMAGE ; INDUSTRIE DU LUXE SECTEUR ; MODE Résumé : The luxury industry and its consumers’ needs are constantly evolving. This paper focuses on Gen Z luxury consumers and their expectations, especially in terms of diversity, equity, and inclusion (DEI), not only in their everyday life but also in their professional one and through the brands they buy from. Thus, it will study the relationship between luxury brands and DEI, seeing how they have slowly adopted these values, and to what extent it has become a part of their global strategy. It will focus on the fashion and beauty sectors of the luxury industry. This is important for the luxury field as consumers, and especially the younger ones are more than ever engaged in such matters. Thus, we will figure out to what extent important values to Gen Z consumers, such as diversity, equity, and inclusion, have been challenging for luxury brands to adopt. On a managerial point of view, this paper will focus on how luxury brands have adopted DEI and added these values to their branding. It will then, through qualitative research, demonstrate whether this change comes from a genuine desire to change the industry, or if it is driven by other reasons, notably pleasing Gen Z consumers and maintaining the brands’ turnover and reputation. To do so, in-depth interviews were conducted, to get feedback and opinions from Gen Z consumers. From these interviews, many findings were found, particularly the following: the change performed by luxury brands regarding DEI seems forced, and driven by dishonest motives; however, the act of changing remains honourable and appreciated by consumers, especially regarding such matters. This study can hopefully motivate managers to enhance diversity, equity and inclusion within their workplace and their actions, to make the world a better place, and to make DEI a core value rather than a trend. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564589