| 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 |
|  |
The impact of the second-hand retail marketon the luxury fashion branding image for millennial and Gen Z ? / 2021 
