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Titre : The psychology of Luxury Consumption Type de document : Mémoire Auteurs : Pauline GORGUET, Auteur Année de publication : 2019 Importance : 26 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 ; MARQUE ; CONSOMMATION ; CONSOMMATEURRésumé : The Gucci brand is subject to numerous counterfeits. Nevertheless, in recent years, it has become the best-selling and best-known luxury brand in the luxury market! Indeed, in 2018, it was recognized as the fastest growing luxury brand (+ 30% Interbrand, Lyst), and the most consumed by millennials. The digital natives are very different from previous generations: they clearly contribute to the growth of luxury consumption and they expect a lot from the brand’s behaviors. It seems interesting to me to discuss how Gucci managed to reach the millennials and why they are consuming this brand today. This seminar paper examines the psychology of luxury consumption applied to the luxury brand Gucci. Two main topics are explored: i) who are the consumers of the brand and ii) why do they consume these products. In order to answer my problematic “What motivates people to buy Gucci and who are these consumers?”, my seminar paper is organized in different sections: The first chapter which explore the luxury’s sector and the history of the brand Gucci, is followed by a second chapter, the literature review, which covers the luxury consumption during time and the reasons for its consumption. In this chapter, an overview of Gucci's consumers, past and present, will be given. The Third Chapter will be the data collected and the data analysis of my seminar paper. I made primary and secondary data researches to know how people perceive the consumption of the brand Gucci and what are their motivation to consume it. I also want to know who the consumers are today, and that’s why I also made a quantitative research to understand the needs and expectations of the consumers. I really want to know how Gucci have such a high growth since few years, even though it is one of the most counterfeited brands. Note de contenu : PGE: Bibliogr.P. 23-25 Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=497673 THE RISE OF STREETWEAR AESTHETICS IN MAINSTREAM FASHION AND IT’S EFFECTS ON THE CONSUMER BEHAVIOR TOWARDS THE FASHION INDUSTRY / Naga Neeraj KORADA / 2019
Titre : THE RISE OF STREETWEAR AESTHETICS IN MAINSTREAM FASHION AND IT’S EFFECTS ON THE CONSUMER BEHAVIOR TOWARDS THE FASHION INDUSTRY Type de document : Mémoire Auteurs : Naga Neeraj KORADA, Auteur Année de publication : 2019 Importance : 44 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 ; MODE ; INDUSTRIE DU LUXE SECTEUR ; INDUSTRIE CULTURELLE SECTEUR ; TEXTILE SECTEURRésumé : Streetwear, it’s a term coined in the 80’s, and a culture largely shunned by big fashion labels, fast fashion brands and society itself, well until 2010. People who used to be a part of the streetwear community were often the “burnout” kids who skate, smoke marijuana, listen to experimental rock and hip hop and were usually called losers by the general population. Huge Fashion brands wanted nothing to do with this culture or the people, so much so that when Supreme(who were at the forefront of this culture in NYC) made skate decks resembling the Louis Vuitton monogram in the early 2000’s, LVMH hit Supreme with a cease and desist. Now fast forward to 2017, Louis Vuitton basically begged Supreme for a collaboration and made it happen. That is just the start as now some of the biggest names in fashion now like Virgil Abloh, Heron Preston, Jerry Lorenzo, Pharrell Williams, Kanye West have all come from nothing, and are outsiders who have helped make streetwear become this behemoth. Now, streetwear is no longer represented by the kids in skateparks, it’s represented by rich kids in Calabasas, SOHO and Beverly Hills. Note de contenu : MSC IN MARKETING FRENCH EXCELLENCE: Bibliogr: P. 43-44 Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=503733 The SST’s conquest of customer confidence: overcome the need for human interaction to reach productivity / François VASSEUR / 2019
Titre : The SST’s conquest of customer confidence: overcome the need for human interaction to reach productivity Type de document : Mémoire Auteurs : François VASSEUR, Auteur Année de publication : 2019 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
CONSOMMATEUR ; INNOVATION TECHNOLOGIQUE ; MACHINE ; SOCIETE DE CONSOMMATIONRésumé : Self-service technology (SST) knew the last ten years a remarkable adoption effect, linked with the generalisation of its use in the cinemas and the fast foods. It facilitated the optimisation of order taking for the customers while driving human resources toward higher added value tasks. Nevertheless, this study tends to show that the adoption of SST remains incomplete and that the human interaction is still favoured in the purchasing of top range services. Two types of questions asked to the people surveyed show that the consciousness of the customers keep preferring human interaction rather than technology whereas unconscious reactions, observed with the solicitation of personal experience, show a priority given to the optimisation allowed by SST. SST machines seem to be more and more fixed in customers habits for its current use, but its expansion toward other types of services or other industries could face another resistance phenomenon. Note de contenu : PGE: Bibliogr.P.21-23 Programme : PGE-Rouen Spécialisation : Entrepreneurship Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=496420
Titre : You Look Like a Thing and I Love You : How Artificial Intelligence Works and Why It's Making the World a Weirder Place Type de document : Livre Auteurs : Shane JANELLE, Auteur Editeur : Voracious Année de publication : 2019 Importance : 259 p. ISBN/ISSN/EAN : 978-1-4722-6901-0 Prix : 13 EUR Langues : Anglais (eng) Mots-clés : Management
INTELLIGENCE ARTIFICIELLE ; STYLE DE VIERésumé : according to an artificial intelligence trained by scientist Janelle Shane, creator of the popular blog AI Weirdness. She creates silly AIs that learn how to name paint colors, create the best recipes, and even flirt (badly) with humans—all to understand the technology that governs so much of our daily lives. We rely on AI every day for recommendations, for translations, and to put cat ears on our selfie videos. We also trust AI with matters of life and death, on the road and in our hospitals. But how smart is AI really... and how does it solve problems, understand humans, and even drive self-driving cars? Shane delivers the answers to every AI question you've ever asked, and some you definitely haven't. Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=557102 Exemplaires (1)
Code-barres Cote Support Localisation Section Disponibilité 058132 006.3 JAN Livre Library Campus de Reims Salle de lecture Disponible
Titre : Brand Building Finance: Valuation of Marketing Investments : How can luxury brands apply finance valuation methods to marketing strategies? Type de document : Mémoire Auteurs : Alejandro SOLIS HERNANDEZ, Auteur Année de publication : 2018 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
INDUSTRIE DU LUXE SECTEUR ; STRATEGIE ; CONSOMMATEURRésumé : Nowadays, luxury companies coexist in a hypercompetitive environment that requires them to create new groundbreaking strategies to increase their market share and profitability. One of the most upcoming challenges to face is how to connect with an audience that is each day more resistant and even have a wrong reaction regarding advertising and communication campaigns. Note de contenu : Bibliogr. p.56-58 Programme : MSc International Master in Luxury Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=484349 Comment une entreprise contemporaine peut-elle acquérir rapidement une forte image de marque auprès de ses consommateurs ? / Julian CHAVANNE / 2018
PermalinkCustomer Relationship Management / V. KUMAR / SPRINGER-VERLAG BERLIN AND HEIDELBERG GMBH & CO (2018)
PermalinkPermalinkPermalinkPermalinkPermalinkSponsored art foundations: impact of the attendance of the art foundation towards the set of behavioral and attitudinal constructs towards the sponsoring brand / Ekaterina NECHAEVA / 2018
PermalinkPermalinkPermalinkPermalinkComment les éléments visuels de la conception de l'emballage influencent la perception du consommateur sur la valeur nutritionnelle du produit ? / Aleksandra SIKORSKA / 2017
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