Essays about: "luxury fashion products"

Showing result 6 - 10 of 28 essays containing the words luxury fashion products.

  1. 6. Stay exclusive or go inclusive : Exploring consumers’ perception of luxury fashion brands’ use of digital channels and disruptive technologies.

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Jessica Alverönn Oresvärd; Charlotta Herkommer; Sandra Siljevik Laine; [2021]
    Keywords : Luxury fashion; Digitalisation; Digital channels; Disruptive technologies; Consumer perception; Exclusivity;

    Abstract : Background and problem: The perception of luxury fashion has been shaped throughout history with well-known brands’ innovative strategies and designs. Along with its crafts and arts, exclusivity has been one of the main pillars of luxury fashion, creating the perception of luxury fashion products only being available to the ‘elite’; which has been feasible to maintain in an analog society. READ MORE

  3. 7. The Art of Scarcity

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Alexandra Brüchert; Lorenzo Dirksz; Nsunge Kaniki; [2020]
    Keywords : Scarcity; Luxury Branding; Fashion Branding; Contemporary Art; Limited Editions; Business and Economics;

    Abstract : The purpose of this paper is to explore the phenomenon of scarcity in branding within the fashion industry. Secondly, the aim is to show how fashion brands can utilize scarcity as a branding tool to transform products into luxury collector’s fashion items. The research shows that there are several connections between the presented cases. READ MORE

  4. 8. 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

  5. 9. Taste for exclusivity. – A visual image analysis on the representation of social class and taste.

    University essay from Malmö universitet/Fakulteten för kultur och samhälle (KS)

    Author : KATHARINA EVELINE STUMP; [2020]
    Keywords : Visual Communication; Socioeconomic status; Culture; Taste; Image Analysis; Luxury Fashion Branding; Wim Wenders; Jil Sander;

    Abstract : The purpose of this study is to create a deeper understanding on how brands today arepart of culture, creating meaning and effects, persuading customers through hidden messages and cultural communication codes. The starting point for my studies has been a European approach, with a German brand as empirical material. READ MORE

  6. 10. HAS GUCCI GONE TOO PREMIUM MEDIOCRE? An analytical discussion about the Florentine fashion house’s seemingly bottomless consumer range

    University essay from Lunds universitet/Avdelningen för modevetenskap

    Author : Fanny Olander; [2019]
    Keywords : Gucci; Premium Mediocre; Affordable Luxury; Florence; Millennials; Digital era; Cultural Sciences;

    Abstract : This thesis sets out to give an insight in why Gucci’s entry level products are doing increasingly well nowadays and clarifies how it is connected to Gucci’s global presence in the digital world. It also stresses that millennials feel entitled to luxury, and therefore shop more of what they believe to be luxurious and fashionable products than what previous generations have done. READ MORE