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Titre : |
Are consumers annoyed by too many luxury collaborations ? |
Type de document : |
Mémoire |
Auteurs : |
Alexandre DEMEURE, Auteur |
Année de publication : |
2021 |
Importance : |
59 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management CONSOMMATEUR ; MARQUE ; MODE
|
Résumé : |
The purpose of this study is to demonstrate the fact that consumers, especially millennials, can be tired of the increasing amount of collaborations made by luxury brands
and their possible misunderstanding.To demonstrate this, a qualitative study was conducted based on 11 semi-structured interviews in order to talk about luxury in general, the consumer's behavior towards luxury items, before talking about the collaborations made between a luxury brand and another partner. The purpose of this study is thus to observe and analyze whether or not millennials are sensitive to these luxury collaborations, and whether or not they influence their purchases and their perception of the luxury brand. Through the study of the previous literature, the authors have mostly addressed the benefits for a luxury brand to collaborate with another partner, without really addressing the dangers of these collaborations. Following the previous studies showing the benefits of collaborations for a luxury brand, this study is one of the first to talk about the possible negative side of collaborations and their lack of coherence and sometimes even sincerity. This fills a gap in literature. This paper is of major interest for luxury brands regarding their strategic positioning in order to think about possible future collaborations. |
Programme : |
MSc Luxury Marketing |
Permalink : |
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