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The Evolution of “Beauty Feminine Conceptions” and “Body Image” in a Digital Era: Generation X and Millenials face to the Fashion Industry / Marine AUDRENO / 2020
Titre : The Evolution of “Beauty Feminine Conceptions” and “Body Image” in a Digital Era: Generation X and Millenials face to the Fashion Industry Type de document : Mémoire Auteurs : Marine AUDRENO, Auteur Année de publication : 2020 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 page. Langues : Anglais (eng) Mots-clés : Management
COMPORTEMENT DU CONSOMMATEUR ; INDUSTRIE DU LUXE SECTEUR ; WEBMARKETING ; FEMME ; BEAUTERésumé : To answer this research question, I decided to run a qualitative research including two types of data collection: In-depth interviews and Netnography. The analysis of these data led me to three different interesting findings, articulated with each other. First, I discovered that Generation X and Millennials do not possess the same conception of feminine beauty. If it’s true that from Generation X members’ point of view feminine beauty is synonym of a single ideal: tall, thin and slim woman (like Victoria’s Secrets models); on the other side Millennials do privilege several “standardS” of beauty. According to Millennials, Feminine Beauty needs to be plural in fashion, like demonstrated by the brand Savage x Fenty. Besides, if these two groups possess different conceptions of feminine beauty, they all agree on the fact that, in our current environment, with movements like #metoo, the fashion industry needs to adapt its strategy in both: fashion shows and marketing campaign, by promoting concepts as “diversity” and “inclusivity”. The Body Positivity Movement truly embodies this trend and is supported by Millennials and Generation X too. Finally, last but not least, my ultimate finding turns out to be crucial for brands future. Indeed, I found that even if fashion moved forward in terms of “inclusivity”, a part of women population, belonging to Generation X, is still on the edge of fashion concern, as no identification is possible. Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529851 The impact of Blockchain technology on customers’ Willingness To Pay for second-hand luxury products / Khadija EL AMRAOUI / 2020
Titre : The impact of Blockchain technology on customers’ Willingness To Pay for second-hand luxury products Type de document : Mémoire Auteurs : Khadija EL AMRAOUI, Auteur Année de publication : 2020 Importance : 63 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
COMPORTEMENT ; COMPORTEMENT DU CONSOMMATEUR ; INDUSTRIE DU LUXE SECTEUR ; TECHNOLOGIE FINANCIERERésumé : Blockchain technology has proven itself in many fields, solving financial and non-financial industry problems. In this paper, we explore the effects of the use of the disruptive technology on people’s willingness to pay (WTP) for second-hand luxury products and highlight the different perceptions of luxury customers regarding the use of the technology in the market. To do so, a qualitative grounded study was conducted in which 11 luxury customers participated. The form of data collection was through in-depth individual interviews. The findings suggest that while some luxury customers are ready to increase their purchase cycle by purchasing second-hand luxury items using blockchain technology; others prefer sticking to their traditional in-store purchase regardless of all the benefits of the technology, due to their craving of the rewarding in-store experience and the satisfaction that follows the purchase of a brand new product. Overall, the implementation of blockchain technology would make luxury consumers and even a new scale of customers away from the traditional “Elite” more prone to buy second-hand luxury items, as it increases trust, transparency, security and guarantees the authenticity of the product. Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531013 Towards understanding deadstock: post production waste and its current solutions within luxury fashion companies / Laura DE NAPOLES FRANCA DORIA / 2020
Titre : Towards understanding deadstock: post production waste and its current solutions within luxury fashion companies Type de document : Mémoire Auteurs : Laura DE NAPOLES FRANCA DORIA, Auteur Année de publication : 2020 Importance : 70 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
STOCK ; DECHET INDUSTRIEL ; INDUSTRIE DU LUXE SECTEURRésumé : There is currently an overproduction problem within luxury fashion companies. These face many challenges when choosing the right strategy to manage and prevent unsold merchandise. Research has shown that most companies fear addressing this subject and try to remain as silent as possible about it. This study aims to analyze the most common strategies being adopted by luxury brands, as well as their risks and benefits for both companies and the environment. Building on existing information publicly available, we ask: is there any correlation between the companies’ characteristics and the strategies adopted for deadstock? In this context, deadstock is defined by pre-consumer waste or the excess inventory that fashion brands are left with in the end of each season.
Based on a review of the literature on excess inventory, companies’ reports, common strategies adopted and fashion sustainability, an analysis was conducted among six different luxury groups. The results indicate a correlation between ownership structure or market segmentation and the strategies embraced by the companies. Further research is needed to identify all the practices currently being implemented, as well as other factors that may be correlated.Programme : MSc International Master in Luxury Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=532911 Why do some customers buy counterfeit luxury goods exclusively when travelling? / Arthur GUILLEMOT / 2020
Titre : Why do some customers buy counterfeit luxury goods exclusively when travelling? Type de document : Mémoire Auteurs : Arthur GUILLEMOT, Auteur Année de publication : 2020 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 page. Langues : Anglais (eng) Mots-clés : Management
COMPORTEMENT DU CONSOMMATEUR ; INDUSTRIE DU LUXE SECTEUR ; PRODUIT DE LUXE ; CONTREFACONRésumé : The counterfeit luxury goods industry is recognized as a harmful way of consuming both for companies and societies. The literature is quite abundant to try and explain the reasons that lead consumers to the willingness to buy counterfeited luxury products in a general matter.
However, the observation of tourists purchasing counterfeited goods in foreign countries while being reluctant to buy counterfeit in their home country highlighted a literature gap in the explanation of this phenomenon. To answer the question “why do some consumers buy counterfeit luxury goods exclusively when travelling?”, a qualitative study was conducted with semi structured in-depth interview. 8 consumers of counterfeits exclusively abroad were interviewed, all living in France but from various origins.
6 main elements of answer were extracted from these interviews: the necessity, the opportunity (given abroad and not in the home country), the influence of the local culture, the emotion, the quality offered (compared to the home country) and the diminished legal risk perceived abroad.
This research tries and help to understand the purchasing motives for this kind of consumer in order for companies to better tackle this consumption of tourists.Programme : PGE-Reims Spécialisation : Marketing - Parcours Brand Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529160
Titre : Attitude of Japanese millennials toward French luxury brand consumption Type de document : Mémoire Auteurs : Junko USUI, Auteur Année de publication : 2019 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 page. Langues : Anglais (eng) Mots-clés : Management
CONSOMMATEUR ; COMPORTEMENT DU CONSOMMATEUR ; JAPON ; FRANCE ; INDUSTRIE DU LUXE SECTEUR ; JEUNERésumé : The purpose of this paper is to research Japanese consumers’ attitude toward French luxury brand consumption. The target of the research is focus on the millennial consumers who age between 23 to 38 because of their large contribution on luxury brand sales. Functional theory of attitude is adapted in this study as the conceptual framework which explain consumer attitudes by classifying into 4 categories: (1) social-adjustive function, (2) value-expressive function, (3) hedonic function and (4) utilitarian function. A total of 263 respondents are participated in the survey. The result shows that value-expressive function has the highest impact on purchase intention of French luxury brands for both female and male sample. Social-adjustive function has second highest influence on purchase intention, and especially male consumers have more orientation on social-adjustive function compare to female consumers in Japan. Conversely, utilitarian function and hedonic function has no significant relevance on impacting millennial consumers’ purchase intention on French luxury brands compare to the social functions (social-adjustive and value-expressive functions). Note de contenu : PGE: Bibliogr.P. 26-29 Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=497684 L’éco-luxe : une étude des liens entre la démocratisation du luxe et l’orientation des acteurs du marché vers le développement durable / Simona MEZZADRI / 2019
PermalinkHeritage as an enabler of strategic reconfigurations: Evidence from luxury fashion companies / Dinara VOLCHKOVA / 2019
PermalinkHow can luxury brands balance between authenticity and innovation in order to thrive among millennials? / Lamia BADRI / 2019
PermalinkPermalinkHOW DO LUXURY BRANDS SHOULD ENGAGE WITH MILLENNIALS ON SOCIAL MEDIA VIA THE BRAND CONTENT? / Jasmine CHORTANI / 2019
PermalinkPermalinkPermalinkPermalinkQuelles sont les caractéristiques fondamentales d’un designer de mode qui a du succès ? / Victoria de LOOZ-CORSWAREM / 2019
PermalinkSustainability in luxury fashion: a study of reducing waste within luxury industry / Chosita KAMJONKITJAKAN / 2019
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