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 SECTEUR Résumé : 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

Human-object relationship through second-hand / Chloé BROSSIER / 2020

Titre : Human-object relationship through second-hand Type de document : Mémoire Auteurs : Chloé BROSSIER, Auteur Année de publication : 2020 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 page. Langues : Anglais (eng) Mots-clés : Management RECYCLAGE ; RELATIONS HUMAINES ; RECUPERATION SECTEUR Résumé : This paper contributes to analyze the link between digital platforms and secondhand industry. More precisely, the impact on shopping experience and the relationship between human and objects through this new way of consumption. We have decided to focus on the resale application between private individuals, Vinted, which is currently leader on the French Market. That is why, our research question is the following one: How Vinted plays a major role in the development of relationship between human and object through second-hand? To follow our research, we conducted a qualitative interview. Indeed, 10 interviewees were asked on their customer experience on Vinted. Several themes were discussed as their experience with the secondhand in general (thrift shops, donation…), their experience with Vinted, their shopping experience and the representation they have about items they bought. Results both of literature review and qualitative interviews, lead us to the conclusion that Vinted plays a major role in the relationship between human and object. We cannot deny that there is real link between older way of consumption (purchase in stores, thrift stores…) and digital platforms as Vinted. Nevertheless, this way of consumption seems to be unique and impacts significantly the link that humans create with objects. Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531074