| Titre : |
The growing importance of experiential luxury: How are consumers perceiving and consuming experiential luxury compared to possession? |
| Type de document : |
Mémoire |
| Auteurs : |
Jeanne CLAVIERES, Auteur |
| Année de publication : |
2021 |
| Importance : |
52 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
SOCIETE DE CONSOMMATION ; COMPORTEMENT DU CONSOMMATEUR ; MARKETING EXPERIENTIEL
|
| Résumé : |
From the Antiquity to our modern societies, luxury always had a central place in social relationship, power and status. In ancient time, the concept of owning and possess something expensive and unique became more and more interesting for wealthy consumer s. Little by little, with the evolution of the concept and the different periods of time, luxury became incrementally attractive to gain a certain status in society and differentiate themselves from other casts or groups of individuals. It remained true at the time of Louis XIV with his court, the more you were owning luxury products and properties, the higher you were in the society. Nowadays, with new technologies and the plethora of offers made by luxury brands, luxury begins to democratize. Possession of luxurious products was, at that time, the ultimate goal but in our modern society, possession is becoming less important to let the stage to experiential.This study shows that people are furthermore interested by experiences that for them (88% are positive about experiences) will procure a greater satisfaction and exclusivity (BCG and Althagamma, 2020)2.These statistics indicate that there is a real desire and infatuation around experiences.We can ask ourselves with the growing importance of experiential, how consumers are perceiving, and consuming experiential luxury compared to possession? Is there really a transition between the two types of consumption? Which would be the factors to this shift? |
| Programme : |
MSc Luxury Marketing |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=539130 |
|  |
The growing importance of experiential luxury: How are consumers perceiving and consuming experiential luxury compared to possession? / 2021 
