Luxury brands and their Beauty segment in France: Expectations of the new generation of customers through digital advertisin / Chloé MATHIEU / 2023

Titre : Luxury brands and their Beauty segment in France: Expectations of the new generation of customers through digital advertisin Type de document : Mémoire Auteurs : Chloé MATHIEU, Auteur Année de publication : 2023 Importance : 31p. 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 : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management INDUSTRIE DU LUXE SECTEUR ; PUBLICITE ; WEBMARKETING Résumé : The main purpose of this dissertation is to study in depth the luxury industry and its beauty segment in France and to identify the expectations of the new generations through digital advertising. This subject is particularly relevant to me because through my various professional experiences, I have progressively specialized in this field, and I would like to fully understand what the new generations, and particularly the Gen-Z, expect from luxury brands in order to be able to define communication strategies adapted to these expectations in the future.Although the question is at the core of luxury industry studies, we don't have a clear answer about what actions to take to meet the expectations of these new consumers and therefore we will ask ourselves here: What are the expectations of the new generation of consumers regarding digital advertising in the luxury cosmetics industry in France?In order to answer this question and given that we intend to study this question from a consumer point of view, our choice of methodology is based on a survey (quantitative study) that will allow us to collect information from a large number of consumers and potential consumers of these new generations. We hope to understand what the new generations expect, what their major interests and issues are and how they would like brands to respond and act in the future in terms of innovations and engagements. In this way, we will be able to draw clear conclusions and appropriate recommendations to bring to the luxury brands and consider them for my future career. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581977