Essays about: "luxury brand marketing"

Showing result 11 - 15 of 40 essays containing the words luxury brand marketing.

1. 11. Rebranding of luxury fashion brands : A case study of how to communicate rebranding to younger consumers

   University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

   Author : Emma Mathilda Lyppert; [2021]
   Keywords : Rebranding; Marketing; Marketing channels; Luxury fashion brands; Millennials; Generation Z; Communication channels; Marketing communication; Rebranding communication.;

   Abstract : Abstract Background: The luxury fashion brands need to rebrand themselves towards the younger consumers. In 2025 Millennials and Generation Z will represent approximately 55% of the market for luxury products. The exclusive brands need to adapt to this target group. READ MORE

3. 12. LUXURIOUS BRAND AND SOCIAL MEDIA : Luxurious brands marketing strategies in social media

   University essay from Mälardalens högskola/Industriell ekonomi och organisation

   Author : Shadi Botros; Yacoub Said; [2021]
   Keywords : Luxury brands; Social media marketing activities; Brand perceptions; Brand awareness; Purchase intention.;

   Abstract : Date: 2021/06/03 Level: Master Thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Shadi Botros, Yacoub Said (87/07/24) (95/01/01) Title: LUXURIOUS BRAND AND SOCIAL MEDIA Tutor: Edward Gillmore Keywords: Luxury brands, Social media marketing activities, Brand perceptions, Brand awareness, Purchase intention. Research questions: What are the outcomes of social media marketing used by luxury brands, brand awareness and brand perception, on purchase attention? Purpose: The purpose of this research is to study if social media marketing can have an effect on luxuries brands perception in consumers mind and if social media can influence consumers purchase intention. READ MORE

4. 13. Customer engagement in second-hand fashion marketplaces after the pandemic

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Carla Lopez; Farrah Ouattara; [2021]
   Keywords : ;

   Abstract : Background : Further to the environmental and ethical issues within the sector of fashion, consumers are now shifting toward more responsible and different business models as second hand selling. According to Boston Consulting Group , the second-hand clothes market is a growing sector which currently weighs around thirty and forty billion dollars, so 2% of the total sales of the fashion and luxury industry (Deslandes, 2020). READ MORE

5. 14. From commercial product to art piece: luxury in the search of virtual exclusivity

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Gvantsa Khabalashvili; Leyre Hermana García-Agulló; [2021]
   Keywords : luxury; luxury brand; art; artification; cultural capital; Business and Economics;

   Abstract : Thesis purpose: The purpose is to identify what opportunities the approach to art on Instagram offers luxury brands to sustain their exclusivity in an age of mass production. Theoretical Perspective: Pierre Bourdieu’s (1984) cultural capital, legitimate culture and Kapferer and Bastien’s (2012) anti-marketing rules and the artification of luxury are the main sources of theory used to develop the analysis. READ MORE

6. 15. Research on Chinese Millennial Consumers’ Perception of Co-branded Fashion Collections

   University essay from Jönköping University/IHH, Företagsekonomi

   Author : Huashuai Yang; Yusi Zhang; Zijie Zhou; [2020]
   Keywords : Co-branding; Fashion Industry; Chinese Millennial Consumers;

   Abstract : Background: In fashion market, with the emergence of new brands and changing customer preference in style, competition is fierce nowadays. Brand is an intangible asset that fashion brands build and leverage to secure market position and customer loyalty, which leads to a competitive advantage. READ MORE