How will the transition to WEB 3.0 enable the change of consumption patterns in the luxury sector? / Elisa ROUSSEL / 2022

Titre : How will the transition to WEB 3.0 enable the change of consumption patterns in the luxury sector? Type de document : Mémoire Auteurs : Elisa ROUSSEL, Auteur Année de publication : 2022 Importance : 25 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec cotre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Français (fre) Mots-clés : Management INTERNET ; INDUSTRIE CULTURELLE SECTEUR ; CONSOMMATION Résumé : Since January 2020, the Covid-19 pandemic has continued to impact all sectors of activity and has therefore forced and driven changes in consumption patterns. Nevertheless, one sector has been able to take advantage of this because it has been able to adapt very quickly to all these changes: the luxury sector.Indeed, the online consumption of luxury products is more and more present in the consumers' habits and even more today with the emergence of WEB 3.0.This habit is at first sight contradictory because what says luxury, says rather a practice carried out in person: to be accompanied throughout their purchasing process, to benefit from a different experience from that of mass retail, a rarity which is difficult to replicate online...All of these elements have led me to answer the following question: How will the transition to WEB 3.0 enable the change of consumption patterns in the luxury sector? Thus, to answer the question, we will first detail and describe the differences between WEB 2.0, the web as we know it today, and WEB 3.0, the web of tomorrow. In a second step, we will explain and detail the evolution of the different distribution channels in the luxury sector thanks to WEB 3.0. And finally, in order to bring a more concrete answer, I conducted a case study on the famous luxury house of the Kering Group, Gucci, allowing me to detail all its changes allowing its implementation in the WEB 3.0.Bringing in the 3 major WEB 3.0 technologies and applying them to Gucci's future digital strategy in this study allowed us to see the impact on current consumption patterns as well as its growing adoption. Programme : PGE-Reims Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572173