How luxury brands like Chanel and Gucci use influencers on instagram as ambassadors to reach younger targets ? / Arina SVETASHEVA / 2022

Titre : How luxury brands like Chanel and Gucci use influencers on instagram as ambassadors to reach younger targets ? Type de document : Mémoire Auteurs : Arina SVETASHEVA, Auteur Année de publication : 2022 Importance : 73 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 : Anglais (eng) Mots-clés : Entreprise CHANEL ; GUCCI Management IMAGE DE MARQUE ; MARKETING STRATEGIQUE Résumé : The luxury market is a frequent topic for research. However, little research has been found considering the importance of promotion with the help of ambassadors and the use of this strategy for communication with generation Z. This thesis focused luxury brands and their social media promotion strategies aimed at attraction of young audience, as well as on the extent of influence of brand ambassadors of Chanel and Gucci on the youth's behavior on Instagram. For this purpose, general promotion strategies in the luxury market, digital marketing and its implementation were considered, the pros and cons of working with brand ambassadors were identified and the topic of generational differences was revealed. In accordance with the designated topic, the thesis contains the analysis of in- depth interviews with representatives of Generation Z on the topics of luxury consumption, social networks, attitudes towards celebrities. The result of this research is a completed compass of personas for luxury brands, the product adaptation curve designed for luxury market, formulated service models for Gucci and Chanel and detailed insights, all of this based on 12 hours of interviews Programme : Cesem Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=560207

The different ways of advertising in the perfume category: Illustrations vs celebrity endorsement / Thaïs MARTIN-FERMAUD / 2021

Titre : The different ways of advertising in the perfume category: Illustrations vs celebrity endorsement : A comparison between “La Petit Robe Noire” campaign by Guerlain and “Coco Mademoiselle” by Chanel Type de document : Mémoire Auteurs : Thaïs MARTIN-FERMAUD, Auteur Année de publication : 2021 Importance : 31 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 COSMETIQUE ET PARFUMERIE SECTEUR ; PUBLICITE GRAND PUBLIC Entreprise GUERLAIN ; CHANEL Résumé : Perfume brands are one of the most important provider in terms of advertising especially on TV. Leaning on the luxury dimension, these advertising spot tend to be similar and all belonging to the same class. Some exception can be found in this area, it’s the case for the “La Petite Robe Noire” campaign by Guerlain whom motion design is made with illustrations. This paper aims to evaluate the efficiency of such illustrations on advertisement appeal and consumer attention compared to the traditional celebrity endorsement found in many perfume commercials. To answer this problematic a quantitative study was led. Therefore, this paper tend to answer the question of if illustrations have an added-value for the consumer and so the brands. This study used 2 commercials to compare the effect of illustrations on consumer in the perfume sector. The first one was obviously “La Petite Robe Noire” campaign and the second one “Coco Mademoiselle” by Chanel. The 2 commercials were showed to the respondents and were asked about the advertisement appeal towards the videos, their attention, their preferences… The statistical analysis showed that there is a relationship between the use of illustrations and the consumer attention. Also, it appears that the use of illustration tend to influence more purchase intention than the use of celebrity endorsement in the perfume category. This results leads to the conclusion that brands should be more original and use less celebrities or humans to focus more on motion design and illustrations to have a better communication campaign and efficiency. Programme : PGE-Rouen Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=539248

IDENTITES VISUELLES / Jean-Marie FLOCH / Paris : PRESSES UNIVERSITAIRES DE FRANCE (PUF) (1995)

Titre : IDENTITES VISUELLES Type de document : Livre Auteurs : Jean-Marie FLOCH Editeur : Paris : PRESSES UNIVERSITAIRES DE FRANCE (PUF) Année de publication : 1995 Collection : Formes sémiotiques Importance : 1 vol., 221 p. ISBN/ISSN/EAN : 978-2-13-046845-5 Prix : 11,5 EUR Langues : Français (fre) Mots-clés : Management COMMUNICATION PAR L'IMAGE ; LOGEMENT Entreprise WATERMAN ; IBM ; APPLE ; CHANEL ; OPINEL Index. décimale : 111.24 IMAGE DE L'ENTREPRISE Résumé : Analyse sémiotique de six identités visuelles. Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=21635

Exemplaires(1)

Code-barres	Cote	Support	Localisation	Section	Disponibilité
A5369	111.24 FLO	Livre	Library Campus de Rouen	Salle de lecture	Disponible