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The impact of the second-hand retail marketon the luxury fashion branding image for millennial and Gen Z ? / Camille DELMAS / 2021
Titre : The impact of the second-hand retail marketon the luxury fashion branding image for millennial and Gen Z ? Type de document : Mémoire Auteurs : Camille DELMAS, Auteur Année de publication : 2021 Importance : 96 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
INDUSTRIE DU LUXE SECTEUR ; RECUPERATION SECTEUR ; TEXTILE SECTEURRésumé : This paper contributes to the literature on the luxury second-hand industry. More precisely, the impact on luxury branding image and on the luxury market. We have decided to observe the opinion of millennial and generation Z in their purchasing habit of luxury second-hand piece and luxury first-hand piece. We have thus decided to study the research question: The impact of the second-hand retail market on the luxury fashion branding image for millennial and Gen Z?
To conduct our research, we use the qualitative method. 12 interviewees were asked on their opinion and experience. Several themes were discussed as their experience with luxury second-hand (thrift shops, luxury second-hand online retail store…), their experience with luxury brands and their opinion on luxury possibly selling their own second-hand piece.
In result to the analyse of literature review and qualitative research, lead us to the conclusion that the phenomenon of the luxury second-hand has a minor direct impact on the luxury branding image. However, the side effect was much more important with a disconnection of the brands and the second-hand customers. Moreover, the interviewees show a difference of impact between the brands according to the level in the pyramid of luxury.Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538638 The impacts of Cultural difference on the perceived fashion brand personality and purchase intention / Xiaomei SU / 2021
Titre : The impacts of Cultural difference on the perceived fashion brand personality and purchase intention Type de document : Mémoire Auteurs : Xiaomei SU, 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
TEXTILE SECTEUR ; MODERésumé : Customers perceived a brand differently because of different culture background. The paper proposes a framework to understand how does cultural difference influence on perceived brand personality and purchase intention.
A quantitative research was conducted to investigate the existence of relationships among cultural difference, brand personality and purchase intention that were highlighted in the existing literature review, to answer the question of how does cultural difference impact on purchase intention through brand personality.
The study used Zara as an example to test the perceived brand personality among most Chinese, French respondents, as well as a small group from other countries. They were also asked to answer questions regarding culture difference and purchase intention.
The study shows there is a significant difference between Chinese and French on perceived brand personality regarding responsibility and emotionality perspectives. Also, uncertainty avoidance, individualism and collectivism, masculinity and feminine dimensions of cultural difference have significantly positive effects on perceived brand personality. Brand personality significantly mediates the relationship between cultural difference and purchase intention.
The result leads to the conclusion that cultural difference does impact purchase intention through brand personality. Hence, brand managers should take account into specific cultural factors to determine the brand personality strategy in both French and Chinese culture context.Programme : PGE-Rouen Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=539252 To what extent, in-store augmented reality integration by fashion brands can revitalize physical shopping? / Matthieu MARLIN / 2021
Titre : To what extent, in-store augmented reality integration by fashion brands can revitalize physical shopping? Type de document : Mémoire Auteurs : Matthieu MARLIN, Auteur Année de publication : 2021 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 page. Langues : Anglais (eng) Mots-clés : Management
TEXTILE SECTEUR ; VENTE DIRECTERésumé : This paper contributes to the few existing researches about the influence of in-store augmented reality tools integration on physical shopping. More specifically, it shows that implementation of in-store augmented reality tools is contributing to enhance the consumer experience in physical stores and thus revitalize the latest. This phenomenon is particularly true for the new generations of consumers. So, our research question is the following: To what extent, in-store augmented reality integration by fashion brands can revitalize physical shopping? We have tested three hypotheses in a quantitative methodology to verify if that there integrating augmented reality tools in physical fashion stores will eventually contribute to increase their commercial activity. All the respondents in my case study are French citizens living in France. Thus, the geographical area of this study has essentially been limited to France for a matter of coherence. As a result, our three hypotheses have been validated and match the analyses conducted in the literature review. Programme : PGE-Rouen Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=539242 Business Plan. La Manche / Amin ATTARI / 2020
Titre : Business Plan. La Manche Type de document : Mémoire Auteurs : Amin ATTARI, Auteur ; Maroussia DE BROUCHOVEN DE BERGEYCK, Auteur Année de publication : 2020 Importance : 58 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
MODE ; START-UP ; CREATION D'ENTREPRISE ; HABILLEMENT SECTEUR ; ENTREPRENEURIATRésumé : Fashion is a way of connecting us back to where we come from, where we live. It’s also something that we can each potentially affect. So while fashion affects us all, we can all get involved in it and make changes to it on a personal level. Fashion is an essential element of humans in person. This is why the owners of La Manche are so passionate about this industry, and how the idea of the two sisters becoming entrepreneurs and creating La Manche came up. La Manche is a start-up brand which will sell fashionable clothing to women passionate about fashion and the latest trends.
The Business Plan has helped the two sisters build all building blocks around La Manche. From finding its suppliers, to think about its manifesto, its marketing, its packaging, its logo, its products, the business plan has been a real pillar in the thoughts of building the brand. Thanks to this, La Manche has been well thought of and it won’t be launched without having considered all the aspects on how successful the brand will be.Programme : MSc International Master in Luxury Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=533655 How Luxury Fashion Brands Can Integrate Sustainability Across Their Textile Supply Chains and How Developing Countries like Morocco Offer Great Potential For Innovation / Ghalia BERRADA / 2020
Titre : How Luxury Fashion Brands Can Integrate Sustainability Across Their Textile Supply Chains and How Developing Countries like Morocco Offer Great Potential For Innovation : Sustainable Solutions in the Textile Industry Type de document : Mémoire Auteurs : Ghalia BERRADA, Auteur Année de publication : 2020 Importance : 79 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
BIEN DURABLE ; CHAINE LOGISTIQUE ; INDUSTRIE DU LUXE SECTEUR ; MAROC ; TEXTILE SECTEURRésumé : This research aimed to identify how a developing country like Morocco can effectively benefit from its unique resources to become more sustainable within its textile supply chains. It can be concluded that using the country’s available resources within various stages of a textile value chains, can successfully allow developing countries like Morocco in being fully sustainable - from product design to wastewater treatments. Research has shown that a significant gap exists within the fashion system as opportunities to become more green are actually available, it is simply a matter of connecting the right dots and taking action. For instance, the world’s largest algae plant is located in Morocco, but shockingly, no one has taken action to use algae fibres as a solution within Morocco’s textile industry. Is it because people in the country misunderstand the urgency of being sustainable or simply lack the finance, resources, knowledge and capabilities in becoming more green? I believe, all these factors have hindered a country like Morocco of adopting sustainable initiatives. However, this research has also showed that it is possible to resolve these factors and that many have been misunderstood. Yes, organic fibres like cotton is not possible to grow in Morocco and therefore the majority of designers opt to import such fabric. However, what about algae, hemp, wool or even orange fiber? Why has the focus been on free trade agreements rather than focusing on achieving long term profitability through local production? Developed countries’ lack in sharing eco-innovations with developing countries like Morocco has ultimately played a role in impeding the growth of sustainability and is also one of the many reasons why Morocco still relies on imports. Today, it is possible to change, however other countries should help us effectuate such change. Programme : MSc International Master in Luxury Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=532909 Les opérations de fusions-acquisitions internationales permettent-elles d’accélérer la croissance de l’entreprise ? : étude de cas sur l’acquisition de SMCP par Shandong Ruyi / Danpeixuan GE / 2020PermalinkRESISTANCE IN THE SPORT APPAREL AND FOOTWEAR ONLINE INDUSTRY / Hadrien MARGAIL / 2020PermalinkThe impact of recycled textiles on the consumer purchase in the fashion industry : ADIDAS X PARLEY for the ocean insight / Marco FILIDORO / 2020PermalinkWhat is the effect of body positive advertising on women’s minds, in the lingerie industry? Is there a difference according to women’s age? / Eléna GROULEAUD / 2020PermalinkComment pouvons-nous atteindre l'agilité à travers le modèle de la chaîne d'approvisionnement de la mode rapide ? / Deirdre CONWAY / 2019PermalinkLa connaissance des consommateurs peut-elle affecter l’existence des controverses liées au secteur de la Fast-Fashion ? / Melisa SERRANO BARRANCA / 2019PermalinkQuelles sont les caractéristiques fondamentales d’un designer de mode qui a du succès ? / Victoria de LOOZ-CORSWAREM / 2019PermalinkA ROLE OF EMOTION IN CONSUMER BEHAVIOR / Victor ATUYER / 2019PermalinkTHE RISE OF STREETWEAR AESTHETICS IN MAINSTREAM FASHION AND IT’S EFFECTS ON THE CONSUMER BEHAVIOR TOWARDS THE FASHION INDUSTRY / Naga Neeraj KORADA / 2019PermalinkBuilding brand equity through customer satisfaction in the luxury clothing industry / Katerina TSIHLAS / 2018Permalink
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