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What are the reasons why people buy and are increasingly interested in luxury pastries? / Agathe DUCRON / 2022
Titre : What are the reasons why people buy and are increasingly interested in luxury pastries? Type de document : Mémoire Auteurs : Agathe DUCRON, Auteur Mention d'édition : 29 p. 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
BOULANGERIE ET PATISSERIE SECTEUR ; CREATIVITE ; INDUSTRIE DU LUXE SECTEUR ; LABEL DE QUALITERésumé : "The salty nourishes, and the sweet rejoices", these are the words of Pierre Hermé, elected best pastry chef in the world in 2016. Often overshadowed by gastronomy and the names of great chefs, pastry-making, as well as the creators behind these sweet pleasures, have begun to make a name for themselves over the past twenty years. More and more recognized as an art in its own right, where precision and meticulousness are the key words, today's pastry-making is distinguished by its ability to revisit classics, emblematic desserts of the French heritage, and seems to want to dust off the recipes of our parents and grandparents. Transformation, creation, metamorphoses and even signature, pastry-making has become a haute couture creation, an art that we put one’s name on. Indeed, it is internationally known that France is known, recognized, and admired for its gastronomy. Coupled with this image of culinary excellence, we must note that what makes France famous on an international scale, remains in its art of handling the sweet: French pastry has always fascinated tourists coming to succumb to French sweets, and in recent years, this profession has become increasingly known, it has risen to the same rank of technicality as gastronomy, and great names of French pastry chefs are now known throughout the world, as Pierre Hermé and Cédric Grolet for example. The pastry has even ended up being represented on the small and big screen. For example, macaroons are everywhere, from the series Gossip Girl with the character Blair who eats macaroons in her bath all the time, to Sophia Copola's 2006 movie Marie-Antoinette, with the Queen making them macaroons as her guilty pleasure. Similarly, streaming giant Netflix has taken up the subject by creating a documentary called "Chef in a truck", which follows the famous pastry chef of the Ritz, François Perret, on a trip in a foodtruck to showcase his pastries in Los Angeles. In addition, Netflix has created a multi-episode documentary entitled "À l'école du chocolat", which follows pastry chef Amaury Guichon, star of the social media, known internationally for his sculptural pastries, and the series follows the forerunners of eight professionals trained by the chef at the school he founded. This is why we wanted to understand the reasons for this "boom" in luxury pastry, this growing interest among the public in a profession that until twenty years ago was known only to amateurs. Then we identified as the research problem the following: patisserie, which a few decades ago was of no particular interest and was just associated with a dessert to be eaten at the end of a meal, has now become an expensive ephemeral art that is attracting increasing interest. For this, we wanted to analyze the reasons why people buy and are increasingly interested in luxury pastries. The answer to this question will help us to reflect from a managerial point of view on how luxury patisseries manage this growing interest, and especially what their strategies are to surprise even more. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564580
Titre : What is the impact of pop-up stores on the image of fashion luxury brands? Type de document : Mémoire Auteurs : Lisa BERREBI, Auteur Année de publication : 2022 Importance : 29 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 ; MARKETING STRATEGIQUE ; MARKETING SOCIAL ; MARQUERésumé : The purpose of this study is to analyze and observe the potential effects of the implementation of a new retail strategy that has been rising over the past few years among fashion luxury brands: pop-up stores, also known as ephemeral stores. More precisely, we want to observe if this strategy has an impact on brand image for fashion luxury brands whether it is positive or negative through the eyes of the consumers. The qualitative method using 10 semi-structured interview was used. The study finds out that the customer experience provided in pop up store differ from the one we can get in traditional fashion luxury shop. It is original, creative and leaves marks in minds. Pop up shop provide emotions and enable to develop an emotional attachment to the brand. In this way, the customer experience happening in pop up stores was seen as an enhancer of the image of fashion luxury brands. Moreover, the atmosphere in the luxury fashion pop up shop is seen as more accessible and informal thanks to the merchandising, product disposition as well as the attitude of the salespeople who are perceived as warmer and friendlier. All these elements increase the likelihood of consumers to rush into the fashion luxury pop up store, much more than it would for a classic luxury retail store. Last but not least, the accessibility and the decor created within the pop-up store, which in general is disruptive compared to the rather sober decor of luxury fashion retail stores, lessens the prestigious image of this category of brands, which until now have been reserved for only a part of the population. This analysis could also be useful and interesting for fashion luxury brands that wants to implement a pop up regarding their positioning as well as communication strategies inside the temporary shop. Indeed, it is important for brand to keep a coherence between what they show and convey in a pop up and their initial brand identity. Programme : MSc Digital Expertise for Marketing Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572733 What makes brand storytelling effective in luxury retail? Storytelling, sales advisors and luxury consummers in retail. / Carla-Marie DACH / 2022
Titre : What makes brand storytelling effective in luxury retail? Storytelling, sales advisors and luxury consummers in retail. Type de document : Mémoire Auteurs : Carla-Marie DACH, Auteur Année de publication : 2022 Importance : 30 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
HISTOIRE ; IMAGE DE MARQUE ; INDUSTRIE DU LUXE SECTEUR ; MARKETING DIRECT ; MARQUERésumé : The marketing strategies of luxury brands are constantly evolving to meet new consumer needs. Is storytelling evolving fast enough to cope with the emergence of the search for experience? Storytelling is a tool that is of great interest to companies and particularly to marketing, sales, and communication experts because of its ability to convey a brand image and, above all, to attract customers. Storytelling is considered a powerful tool to build and maintain a strong brand image through its heritage. Through this dissertation and qualitative study of ten interviewees, all interviewed with a sequence of questions categorized into themes: their consumer profile in relation to storytelling, then their influenceability to see if storytelling has an influence on consumers, and finally their potential desires in terms of dynamic and active experiences other than storytelling. Building on previous academic research, the aim of this thesis is to understand why this tool can be so effective and what its mechanisms of influence are, thus giving the factors of effectiveness of storytelling on consumers, but also to highlight and understand its own limits of effectiveness. Several notions are addressed in this thesis such as identification, emotions, customer relationship, customer loyalty, brand commitment, customer experience. There is a lot of previous research on this topic, but it does not take into account the limitations of passive storytelling, i.e. in-store storytelling told by salespeople. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564578 What makes the Chinese Haute Couture market and its customers unique since the Covid-19 pandemic? / Raphaël CAZIER / 2022
Titre : What makes the Chinese Haute Couture market and its customers unique since the Covid-19 pandemic? Type de document : Mémoire Auteurs : Raphaël CAZIER, Auteur Année de publication : 2022 Importance : 23 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
CHINE ; HAUTE COUTURE SECTEUR ; INDUSTRIE DU LUXE SECTEURRésumé : Since the Covid-19 pandemic started in the beginning of 2020, the business world has known a lot of variations, and markets evolved like they never did before. The fashion luxury sector in China has been strongly impacted, positively and negatively by this pandemic crisis. Chinese consumers were forced to stay in their country and couldn’t travel anymore. This gave an incremental opportunity for luxury brands in terms of shoppers, that were usually leaving the country to buy luxury personal goods. Moreover, young Chinese generations are consumers now more care-conscious and aspire to a new type of luxury consumption, and have new expectations from brands. Are luxury brands already implemented in China able to face this new demand and maybe modify their ways of working in order to attract Chinese consumers that represent one third of potential clients? In addition to that, Chinese luxury brands are emerging more and more and surfing on the wave of the Guachao trend and the desire of Chinese consumers to see “designed in China” rather than “made in China”. Are these brands able to overcome existing brands such as Louis Vuitton in China, that have history and a strong image? In order to answer these questions and test the hypothesis, 2 interviews were made with Chinese professionals from the Luxury Fashion Industry, working between Italy and China, having knowledge about these markets. Personal questions were also asked in order to get a customer opinion from them. Finally, a questionnaire with detailed questions was made to get data from potential Millenials and Gen Z Chinese luxury customers. The limitation of this data gathering is the number of people questioned. Programme : Global BBA Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=562228 Art and luxury. What are the limits of the artification strategies of luxury companies? / WEISGERBER CLOÉ / 2021
Titre : Art and luxury. What are the limits of the artification strategies of luxury companies? Type de document : Mémoire Auteurs : WEISGERBER CLOÉ, Auteur Année de publication : 2021 Importance : 24 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
ART ; INDUSTRIE DU LUXE SECTEUR ; CONSOMMATEURRésumé : The needs and behaviors of luxury consumers are constantly evolving. Today, customers are looking for strong emotional experiences. More and more luxury houses are using artification strategies. The purpose of this research is to highlight the limits that these artification strategies implemented by luxury houses can present. This study is a qualitative research that includes 10 interviews. The interviews are divided into three parts: the first part allows to know what the interest of the interviewee in art and luxury can be, the second part concerns the reaction of the potential clients to the artification. Finally, the third part insists on the impact of this strategy,how consumers perceive it. Based on the previous research, the reasons for this strategy have been explained, then the risks identified: first of all the interpretation of consumers (trivialization, lack of artistic potential of the brand, questioning the purity and the commitment of the brand)then the difficulties for companies (adequacy with the DNA of the brand and its values, notoriety of the artist, evolution of digital). Despite the previous studies, this is a subject that remains very recent, very few papers have been developed on artification, and more particularly on its limits. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538846 PermalinkComment les entreprises de luxe peuvent-elle maintenir une bonne relation-clientèle dans un commerce cross-canal en forte augmentation ? / Madelaine MINDIOLA FARAH / 2021
PermalinkLa création de valeur des marques de luxe accessible dans le contexte de la crise sanitaire : le cas des marques de maroquinerie. / Audrey GRAVIER / 2021
PermalinkDans quelle mesure les emprunts obligataires comme les green bonds sont-ils un potentiel de croissance dans le marché du luxe Français / Carla MONTERO RANC / 2021
PermalinkEffect of the use of influencers in luxury brand's marketing strategies on the luxury customers' perception of luxury brands / Charlotte AZEMA / 2021
PermalinkPermalinkPermalinkPermalinkLuxury brands caught between scarcity and massification: how can luxury brands recreate value for their customers through Artketing? / Victoria STEINHART / 2021
PermalinkPermalinkPre-owned; Luxury brand's new addition. Could the 2nd hand industry revive in store luxury retail experiences in fashion capitals (Paris & London) ? / HABRE CHLOÉ / 2021
PermalinkRelationship marketing and digitalization. How relationship marketing can adapt to the digital age? / Céline RENNARD / 2021
PermalinkSustainability in Luxury : consumer perception in the era of COVID -19. How did the COVID-19 crisis changes the luxury consumer attitude regarding sustainable concerns? / Chloé MARTIN / 2021
PermalinkPermalinkPermalinkThe impact of the second-hand retail marketon the luxury fashion branding image for millennial and Gen Z ? / Camille DELMAS / 2021
PermalinkWhat is the relation between the demand planning process and the low inventory moves within the luxury goods sector? / Thibaut CHABIN / 2021
PermalinkL'avenir est féminin : Quel avantage le leadership des femmes peut-il apporter à l'industrie internationale de la mode et du luxe / Agata WOLSKA / 2020
PermalinkBetween fascination and rejection, how do consumers perceive luxury brands despite the existence of counterfeits? / Allan KARSENTY / 2020
PermalinkComment rester dans les fondamentaux du luxe face à la tentation de croissance dans un contexte où la demande ne cesse de croître / Bilge AYDOGAN / 2020
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