Does the new alliance between rap music and fashion luxury brands have an influence on consumer buying behavior ? / Gamze SOYLU / 2022

Titre : Does the new alliance between rap music and fashion luxury brands have an influence on consumer buying behavior ? Type de document : Mémoire Auteurs : Gamze SOYLU, Auteur Année de publication : 2022 Importance : 34 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 MUSIQUE ; INDUSTRIE DU LUXE SECTEUR ; MARQUE Résumé : A recent, surprising but above all paradoxical association has emerged in recent years between rap music and the high-end fashion industry. Rap is a form of expression born from the hip hop movement alongside other forms of expression such as streetwear, a style of dress specific to this subculture that mixes street clothes (wide pants, oversized t-shirt, sneakers...) and luxury clothes. Hip Hop culture and luxury defend different values at the origin and spread different messages (we will see it later). However today, we see more and more streetwear in fashion luxury and conversely more and more allusion to luxury brands in rap music (in verbal form in texts, product placements in video clips, during concerts...) leading to official associations between the two parties including celebrity endorsement or even collaboration on new products. The question I was asking myself at the beginning was why when we listen to a certain style of music (e.g. rock or rap) we tend to consume certain types of clothes (e.g. doc martens or gucci bag). This relation between music and consumption is interesting and I want to study it especially for rap and luxury brands where the association is increasingly official and becomes a real marketing strategy today. I wonder then if this hypothesis that this association has an impact on consumers whether they are simply fond of rap music and will therefore tend to consume luxury brands (sneakers, belts, bags...) or just consumers of luxury brands and will evolve their clothing style towards streetwear, is significant. How is it that the music which is at the beginning not a good but a way of expressing itself, an art which after having become an industry became precisely material, a product, a way of inciting to consumption and a way of showing its social value through a good. It is then today two industries that collaborate together to incite to consume whether it is luxury clothes or rap. How can these industries, which are basically opposed to each other in targeting different audiences, collaborate and create a new need, a new market? What are their motivations? What are the psychological mechanisms and the impacts of this recent association in the buying behavior of consumers? We will study first this alliance which at first glance seems paradoxal that leads to positive results for both industries, how they came to collaborate. Then we will analyze the impacts of this association on consumers and more precisely the psychological mechanisms that drive them to follow this trend. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572771