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The increasing use of social media and influencer marketing in th luxury sector / Antoine HABAY / 2022
Titre : The increasing use of social media and influencer marketing in th luxury sector Type de document : Mémoire Auteurs : Antoine HABAY, Auteur Année de publication : 2022 Importance : 43 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 ; INFLUENCEUR ; MARKETING DIRECT ; WEBMARKETINGRésumé : Nowadays, society and consumer behavior are changing with the digitalization, especially in the luxury industry where brands must react with digital solutions to adapt to needs and wants of online customers. Digital channels is playing a major role in marketing strategies of luxury brands, especially social media and influencer marketing, to generate customer engagement among new luxury customers. The aim of this study is to have a more accurate vision to understand the reasons for using social media and influencer marketing in the luxury industry from the luxury customers’ point of view justifying the need to use these digital channels as well as identifying effects on customer engagement. The particularity of this study was to interview a specific sample to get concrete results. Indeed, the respondents have all experienced luxury to a certain extent and purchased at least one luxury items and they also use social media in their daily life and interacted at least once with influencer marketing in the luxury area. The twelve in-depth interviews allow to highlight the usage and perception of social media and influencer marketing in purchasing habits as well as the perceived engagement of luxury customers through these digital channels. The results demonstrated the complementary of social media and influencer marketing although luxury customers are more engaged through influencer marketing than luxury brands social media profiles whose effects on customer engagement are behavioral and emotional. The study also put in light that Covid-19 have not increased dramatically the customer engagement on these digital channels. Programme : Global BBA Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=562219 The stakes of the omnichannel business model in the luxury goods industry / Adèle FOREST / 2022
Titre : The stakes of the omnichannel business model in the luxury goods industry Type de document : Mémoire Auteurs : Adèle FOREST Année de publication : 2022 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
TECHNIQUE DE VENTE ; INDUSTRIE DU LUXE SECTEURRésumé : The advent of digital has disrupted the usual sales strategies and the luxury good sector has not been left out. From this upheaval, several business models have emerged such as the omnichannel business model. However, very attached to their usual business model putting the physical premium customer experience at the center of their strategy, luxury good brands, and especially the fashion division, are particularly reluctant to this new sales model. Delivering an online customer experience identical to the one currently in place offline seems indeed complicated. But the omnichannel business model could be a source of numerous opportunities in the luxury goods sector. However, its implementation is subject to several requirements and conditions, which are all the more important in a sector as specific as the luxury industry. Programme : MSc International Sales Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=574492 To what extent have important values to Gen Z, such as diversity, equity, and inclusion, been challenging for luxury brands to adopt? / Kéomaly VEOPRASEUTH / 2022
Titre : To what extent have important values to Gen Z, such as diversity, equity, and inclusion, been challenging for luxury brands to adopt? Type de document : Mémoire Auteurs : Kéomaly VEOPRASEUTH, Auteur Année de publication : 2022 Importance : 36 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
BEAUTE ; EQUITE ; IMAGE ; INDUSTRIE DU LUXE SECTEUR ; MODERésumé : The luxury industry and its consumers’ needs are constantly evolving. This paper focuses on Gen Z luxury consumers and their expectations, especially in terms of diversity, equity, and inclusion (DEI), not only in their everyday life but also in their professional one and through the brands they buy from. Thus, it will study the relationship between luxury brands and DEI, seeing how they have slowly adopted these values, and to what extent it has become a part of their global strategy. It will focus on the fashion and beauty sectors of the luxury industry. This is important for the luxury field as consumers, and especially the younger ones are more than ever engaged in such matters. Thus, we will figure out to what extent important values to Gen Z consumers, such as diversity, equity, and inclusion, have been challenging for luxury brands to adopt. On a managerial point of view, this paper will focus on how luxury brands have adopted DEI and added these values to their branding. It will then, through qualitative research, demonstrate whether this change comes from a genuine desire to change the industry, or if it is driven by other reasons, notably pleasing Gen Z consumers and maintaining the brands’ turnover and reputation. To do so, in-depth interviews were conducted, to get feedback and opinions from Gen Z consumers. From these interviews, many findings were found, particularly the following: the change performed by luxury brands regarding DEI seems forced, and driven by dishonest motives; however, the act of changing remains honourable and appreciated by consumers, especially regarding such matters. This study can hopefully motivate managers to enhance diversity, equity and inclusion within their workplace and their actions, to make the world a better place, and to make DEI a core value rather than a trend. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564589 What are gamers' perceptions of luxury brands and video games collaborating? / Sarah WALSH / 2022
Titre : What are gamers' perceptions of luxury brands and video games collaborating? Type de document : Mémoire Auteurs : Sarah WALSH, Auteur Année de publication : 2022 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
COLLABORATION INTER ENTREPRISES ; IMAGE DE MARQUE ; INDUSTRIE DU LUXE SECTEUR ; JEU VIDEO SECTEURRésumé : The purpose of this research investigation is to examine gamers’ perceptions of the recent trend in which luxury brands are collaborating with gaming companies to bring out in-game co-branded products. It is important to analyse how gamers feel about luxury brands entering their community, how this collaboration will shape their image of the luxury brand, and if it will result in purchases. This study uses a qualitative approach by conducting 13 semi-structured interviews with both male and female gamers surround 5 key areas: gaming experience, skins experience, luxury brands in metaverse, dressing in real life, and social media. Previous studies have shown factors that influence consumers perceptions of luxury brand collaborations with mass market retailers. Findings of this analysis show that gamers have a positive perception towards luxury brands collaborating with video games to bring out in-game products and skins. However, for gamers to react positively, there must be a high degree of perceived brand fit between the two collaborating brands. In addition, recommendations have been provided to advise marketing managers how to successful appeal to gamers needs and choose a partner brand that will be perceived as a strong brand fit. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564590 What are the controversial aspects of luxury fashion brands trying to adopt a sustainable strategy? And how can they improve their strategies to have a better social and environmental impact? / Fanny GUILLEMOT / 2022
Titre : What are the controversial aspects of luxury fashion brands trying to adopt a sustainable strategy? And how can they improve their strategies to have a better social and environmental impact? Type de document : Mémoire Auteurs : Fanny GUILLEMOT, Auteur Année de publication : 2022 Importance : 38 p Note générale : Pour accéder aux fichier PDF, merci de vous identifier sur le catalogue de votre compte Office 365 via le bouton CONNEXION en haut de page Langues : Anglais (eng) Mots-clés : Management
INDUSTRIE DU LUXE SECTEUR ; ENVIRONNEMENT ; STRATEGIERésumé : After decades of ignoring the climate emergency and carelessness about the impact of our consumption, society finally takes responsibility in what is thebiggest challenge of the 21stcentury. Companies from all industries are restoring their image and trying to implement a business model more adequate to the situation.And since the environment and social justice are closely intertwined:if one pays attention to ecology, one must also pay attention to social fairness. This is especially thecase for companies in the fashion business, one of the most polluting industrieson Earth,and most criticized in terms of social impact. Long ignored by the critics and perpetuating an image of exemplarity, Luxury brands evolving in the fashion world can no longer afford to ignorethe reality.Like all companies in this field, they participate to a greater or lesser extent in climate change through their activities, and must now respond to new expectations.Today, luxury is mentioned in many heated debates, and is even the subject of controversy. On the one hand, its fervent defenders advocate an immaculate luxury that is intrinsically sustainable. On the other hand, its detractors point to decades of inaction,inadequaciesto the current urgency, and unnecessary nature of luxury.Therefore, the goal of this study is to characterize the legitimacy of luxury fashion brands to commit to sustainable development and the evolution of their environmental strategy.The conducted research indicates the strong involvementof luxury fashion to incorporate aspects of circularity into their business operations as well as their intrinsic nature to act on social welfare. However, the research provided in this paper showcasesas well structural blockagesand lossesof “real luxury” to achieve a deeper commitmentto sustainable development by luxury fashion companies Programme : Global BBA Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=566054 What are the reasons why people buy and are increasingly interested in luxury pastries? / Agathe DUCRON / 2022PermalinkWhat is the impact of pop-up stores on the image of fashion luxury brands? / Lisa BERREBI / 2022PermalinkWhat makes brand storytelling effective in luxury retail? Storytelling, sales advisors and luxury consummers in retail. / Carla-Marie DACH / 2022PermalinkWhat makes the Chinese Haute Couture market and its customers unique since the Covid-19 pandemic? / Raphaël CAZIER / 2022PermalinkArt and luxury. What are the limits of the artification strategies of luxury companies? / WEISGERBER CLOÉ / 2021PermalinkLes bijoux en Or : les dessous de l’éclat / Farah MAHBOUB / 2021PermalinkComment les entreprises de luxe peuvent-elle maintenir une bonne relation-clientèle dans un commerce cross-canal en forte augmentation ? / Madelaine MINDIOLA FARAH / 2021PermalinkLa création de valeur des marques de luxe accessible dans le contexte de la crise sanitaire : le cas des marques de maroquinerie. / Audrey GRAVIER / 2021PermalinkDans quelle mesure les emprunts obligataires comme les green bonds sont-ils un potentiel de croissance dans le marché du luxe Français / Carla MONTERO RANC / 2021PermalinkEffect of the use of influencers in luxury brand's marketing strategies on the luxury customers' perception of luxury brands / Charlotte AZEMA / 2021Permalink
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