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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 ; MARQUERésumé : 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 How can luxury brands attract and engage with Generation Z through Social Medias? / Tiphaine DAUDET / 2022
Titre : How can luxury brands attract and engage with Generation Z through Social Medias? Type de document : Mémoire Auteurs : Tiphaine DAUDET, Auteur Année de publication : 2022 Importance : 28 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
INDUSTRIE DU LUXE SECTEUR ; INTERNET ; SITE INTERNET ; WEBMARKETINGRésumé : This paper treats of the shift that needs to be taken by the luxury industry following the digitalization of platforms and the upcoming change of customers with the arrival of Generation Z on the luxury consumer market. This novelty creates challenges, balance between tradition and modernization must be taken into consideration in order to gain market shares thanks to a new segment without losing the old ones. The questions of channels, messages, spokesperson and frequency will be discussed. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572744 How can luxury brands engage in e-commerce while preserving their product scarcity and the premium customer experience? / Sofia FATES / 2022
Titre : How can luxury brands engage in e-commerce while preserving their product scarcity and the premium customer experience? Type de document : Mémoire Auteurs : Sofia FATES, Auteur Année de publication : 2022 Importance : 28 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
MARQUE ; INDUSTRIE DU LUXE SECTEUR ; IMAGE DE MARQUE ; INTERNETRésumé : E-commerce has been booming for a few years now, made up of giants which have made ecommerce their core business: the pure players or the click-and-mortar. Although most brands have taken to it, there are still exceptions, especially in the luxury sector, where an large number of luxury brands are still reluctant to integrate e-commerce in their distribution strategy. Indeed, starting to sell articles on websites where everyone can have access to their product could jeopardize the notion of exclusivity, so precious for them. The purpose of this paper is to understand what aspects are the most important and essential to luxury shoppers during their buying process and how important the notion of scarcity and exclusivity is to them. This will give us guidance to advise brands on how to manage these notions if they intend to engage in e-commerce. To answer this, a qualitative study was conducted: 7 female and 3 male respondents, aged 25 to 55 who already bought or might buy a luxury item in future have been interviewed. It has been shown that online luxury shoppers are very attached to the notion of exclusivity and need to feel privileged even during a behind the screen experience. Although most respondents found the in-store experience to be far inferior to the online experience in terms of service, prestige and recognition, it was demonstrated that a luxury brand today should engage in e-commerce for business, and modernization reasons and to remain closer to their customers, but by respecting specific luxury codes to remain exclusive. All in all, this paper aims to give guidance on how luxury brand can take advantage of ecommerce, by keeping the historical and key attributes of a luxury brand, namely their product scarcity and their customer experience. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572747 How can watchmaking companies position themselves and adapt to the current environmental and social contexts and their challenges? / Alexis BARKER / 2022
Titre : How can watchmaking companies position themselves and adapt to the current environmental and social contexts and their challenges? Type de document : Mémoire Auteurs : Alexis BARKER, Auteur Année de publication : 2022 Importance : 25 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
ENTREPRISE ; ENVIRONNEMENT ; INDUSTRIE DU LUXE SECTEURRésumé : Time has always been fascinating to mankind, and precisely measuring it has been a long-lasting challenge for people all over the world. From the first sundial dating back from 1450 BC in Egypt to modern high-end timepieces, watchmaking has been developing for millenniums. Watchmaking has always been in constant evolution, and new technologies still appear to this day. Nowadays, the industry still proposes a wide variety of products at all prices, from small quartz watches worth a few dozen dollars, to smartwatches that can keep track of the user’s health, to exceptional and complicated multi-million dollars mechanical timepieces, therefore making watches a popular collector’s item. In 2020, the UNESCO even registered mechanical watchmaking on its Representative List of the Intangible Cultural Heritage of Humanity (UNESCO, 2021). Nowadays, time is displayed everywhere, and with the democratization of smartphones, some people might find it useless to spend money on a watch. However, the market is far from dying; as a matter of fact, it has been rapidly growing over the last few years. According to Business Wire (2022), it represented about 60.5 billion dollars in 2020 and is expected to reach 73.4 billion dollars in 2027, with a predicted compound annual growth rate of 2.8%. With the evolution of the Internet, the passion for watches has been spreading through blogs and social networks, and watches have become more of a fashion item than a useful tool. With such a huge industry, it is obvious that watchmakers utilize a lot of different types of resources. Most of the watches are made of plastic, metal, and electric components while the more luxurious ones are made of precious metals, diamonds, and other scarce resources. With sustainability, the environment and ethics being some of the most important topics of the twenty first century, it is important to assess the extent of the damage done by this industry (which is approximately the same economic size as Luxembourg’s growth domestic product) and to ask ourselves how watchmaking companies can position themselves and adapt to the current environmental and social contexts and their challenges. In order to answer such a question, we are in the first place and with the help of existing literature, going to assess the current state of the industry and define the topic of this dissertation and its keywords to overall put our problematic in context. To achieve this, we will use different resources, such as past research, articles, reliable online information and companies’ reports, but I will also use personal knowledge I acquired over time, as I have been closely following the evolution of the industry for a few years. Programme : Global BBA Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=562221 How do consumers perceive the art-luxury relationship and the societal commitments of luxury houses through artistic foundations? / Perrine GARDIEN / 2022
Titre : How do consumers perceive the art-luxury relationship and the societal commitments of luxury houses through artistic foundations? Type de document : Mémoire Auteurs : Perrine GARDIEN, Auteur Année de publication : 2022 Importance : 40 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
CONSOMMATION ; FONDATION ; IMAGE ; IMAGE DE MARQUE ; INDUSTRIE DU LUXE SECTEUR ; RELATIONRésumé : Over the past twenty years, the State has encouraged the development of philanthropy by reforming the regulatory framework for sponsorship and the taxation of donations. The number of foundations has risen sharply, and philanthropy has benefited from greater public visibility. Philanthropy was seen as a complement, or even a useful and modern substitute for public funding. Strongly involved in the construction of a fair and harmonious society, these foundations have multiple fields of action: culture, heritage, environment, social etc. Faced with a globalised luxury industry, the major houses have attempted to promote their image by distinguishing themselves through this tremendous lever. However, in recent years, the tone seems to have changed and criticisms of these hybrid institutions created by luxury houses and other large companies are growing. Due to the numerous commercial collaborations between art and luxury, the phenomenon of artification has become very popular and is applicable to all areas of luxury: merchandising, marketing, products, advertising, but also corporate foundations which are linked to artistic initiatives, and which are now at the heart of the sponsorship strategies of luxury brands. This sponsorship is defined as material support given, without direct counterpart on the part of the beneficiary, to an organisation or a person for the realisation of activities of general interest, which is notably part of the CSR strategies of companies. This raises the question of how consumers perceive the art-luxury relationship and the societal commitments of luxury houses through art foundations? From the literature we can see that the luxury industry has provided several subsidies to the art industry, including helping many artists to work through collaborations or by exhibiting their work. Art can provide much-needed moral and aesthetic support for luxury companies, but also non-commercial connotations and a paradoxical legitimacy in relation to its high prices. On the other hand, luxury brings a new look to art, modernising it and making it accessible to everyone through large cultural and artistic institutions that have already promoted many artists. Artification helps this sector to minimise the motivation of social stratification of customer demand which favours more humanistic motivations such as elevation through objects that focus the work of talented artists, tradition and culture, art and creativity and timelessness (Kapferer, 2014). The motivations to carry out cultural and artistic patronage mentioned by the literature would allow luxury brands that are patrons of these projects to enjoy economic benefits, improve their images but also prove their commitments related to corporate social responsibility. However, according to the literature, luxury and CSR are totally incompatible concepts due to the incongruity of their values (Torelli et al, 2012) and corporate foundations may appear illegitimate, luxury brands run the risk of being suspected of being opportunistic and insincere (Anido Freire, Loussaïef, 2017). Consumers are therefore increasingly attentive and may perceive certain artistic initiatives as a way to improve the public image of the companies concerned. Unfortunately, there is very little research on the perceptions of the visitors and clients of these foundations, who are among the major actors in these projects. Therefore, in this essay, we decided to turn directly to the consumers and visitors of these luxury foundations in order to find out their perceptions of the commitments and legitimacy of these art foundations compared to other cultural institutions that are not commercial companies. Therefore, in this research paper, we want to investigate how consumers perceive the art-luxury relationship and the societal commitments of luxury houses through art foundations. This research will first identify the role of moral foundations and the benefits of investing in corporate philanthropy. It will also allow us to determine the authenticity of brand commitments, how to overcome the value conflict in the promotion of luxury brands with CSR initiatives as well as to determine under which conditions the brand initiative appears legitimate in the eyes of the consumer. Finally, this research will enable us to determine whether the art-luxury relationship and more precisely the artistic foundations have an impact on the luxury consumption of its visitors or at least an impact on their perception of the brand involved. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564582 How should luxury cosmetic brands emphasize more on their sustainable engagements in order to gain competitive advantage? / Sofia SILVA RODRIGUES / 2022
PermalinkPermalinkHow to create effective differentiation in the context of intangible service industry? A specific focus on French luxury hotels and on pre-choice differentiation through e-reputation. / Julie KOT / 2022
PermalinkPermalinkHow will sustainability and consumers’ behaviors drive the luxury car market in the post-Covid era? Post-covid drivers of luxury automotive industry. / Léa DOS REIS SILVA / 2022
PermalinkL'impact du marketing des médias sociaux sur l'attitude des consommateurs à l'égard des marques : une étude des marques de luxe dans le monde digital / Duffy SAOIRSE / 2022
PermalinkLuxury: a bargain for the gaming industry. Why are gamers turning to luxury brands that enter the metaverse? / David BONDIN-DALLERA / 2022
PermalinkRetailing second-hand luxury goods: Logical continuation or change of paradigm? / Jeanne FORLIVESI / 2022
PermalinkShould online visual merchandising be given more importance as an emotional transmitter for Gen Z and millennials, rather than in-store visual merchandising these days? / Marie-Juliette LOUVET / 2022
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