L'impact des réseaux sociaux sur le comportement d'achat des millennials pour l'achat des marques de luxe PDF Download
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Author: Mélanie Quesnot
Publisher:
ISBN:
Category :
Languages : fr
Pages : 66
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Author: Mélanie Quesnot
Publisher:
ISBN:
Category :
Languages : fr
Pages : 66
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Book Description
Author: Eric dit Darkplanneur Briones
Publisher: Dunod
ISBN: 2100710753
Category : Business & Economics
Languages : fr
Pages : 254
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Book Description
La Génération Y (la Gén Y comme l’appellent les professionnels du marketing) est devenue la cible privilégiée des marques de luxe, de mode et de beauté. Encore sous-estimée en France, elle est pourtant déjà une cible stratégique à l’international. Entre dérision et hyper-conscience du monde, altruisme et égocentrisme, la Gen Y fascine autant qu’elle effraie. Cet ouvrage permettra de décrypter ses codes et de révéler les principaux leviers grâce auxquels les marques de luxe vont pouvoir séduire cette cible prioritaire, pour enfin imaginer le luxe de demain... Le livre s'appuira sur une enquête menée par les auteurs sur les différentes "tribus" (geeks, etc.), qui permettra de dessiner les contours de leur identité commune de génération. 20 leviers fourniront aux professionnels du marketing les outils pratiques nécessaires pour conquérir la génération Y. Le livre s'achèvera sur un chapitre prospectif sur le luxe de demain, façonné par la génération Y mais aussi les générations à venir...
Author: Andrea Milena Sánchez Romero
Publisher:
ISBN:
Category :
Languages : fr
Pages : 0
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Book Description
Le luxe a un caractère ambivalent : il est associé à l'excès et au gaspillage et aussi à la beauté et au plaisir. Il suscite des réactions à la fois favorables et défavorables parmi les millennials. Ils sont attirés par les marques et produits de luxe, car ils les considèrent comme un moyen pour renforcer leurs identités multiples (personnelle, sociale et numérique) et pour influencer d'autres personnes. Ils accèdent au luxe par des moyens inhabituels comme les offres promotionnelles pratiquées sur les marchés de la parfumerie, de la cosmétique et du prêt-à-porter du luxe et les sites Internet qui proposent des produits de luxe à prix réduit, en location ou d'occasion. Malgré leur attirance envers le luxe, les millennials essaient de limiter l'influence de l'argent dans leur vie, privilégient les modes de consommation alternatifs (la location, le leasing ou le partage, etc.) et sont sensibles aux prix et aux promotions. Les millennials représentent une cohorte générationnelle mal connue par les manageurs, d'où l'importance d'étudier les antécédents et les conséquences de son ambivalence à l'égard des produits de luxe. Pour aborder cette problématique de recherche, une enquête par questionnaire auprès de jeunes âgés de 18 à 25 ans a été réalisée. Les résultats mettent en évidence que l'ambivalence à l'égard des produits de luxe chez les jeunes consommateurs est expliquée par l'attitude négative envers l'argent, par le contrôle de soi du consommateur et par l'interaction de la cherté perçue et de la sensibilité à la promotion. L'ambivalence influe de manière négative sur l'attitude envers les produits et est résolue à travers la recherche d'informations sur les marques et les produits.
Author: Miguel Angel Gardetti
Publisher: Routledge
ISBN: 1351287788
Category : Business & Economics
Languages : en
Pages : 161
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Book Description
Most consumers of luxury products and services use them as status symbols – symbols of success. However, the definition of success – and the way it is perceived by others – is changing. Increasingly, consumers want the brands they use to address growing concerns that luxury products invariably come at a heavy social and environmental cost. The luxury industry faces its biggest challenge yet in satisfying an emerging demand of successful consumerism – products that meet high environmental, social and ethical standards.This collection sees internationally renowned fashion, luxury and sustainability experts come together to explore the challenges faced - and solutions developed - by luxury goods companies in sourcing, producing and marketing luxury products. Sustainable Luxury: Managing Social and Environmental Performance in Iconic Brands represents the most comprehensive collection of current writing on the nascent relationship between sustainability and luxury. It will be essential reading for academics researching sustainable development in the fashion and luxury industries and it will provide invaluable guidance for practitioners seeking the latest research to help them meet consumer demand for sustainable goods and services.
Author: Rim Jallouli
Publisher: Springer Nature
ISBN: 303030874X
Category : Computers
Languages : en
Pages : 413
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Book Description
This book constitutes the refereed proceedings of the 4th International Conference on Digital Economy, ICDEc 2019, held in Beirut, Lebanon, in April 2019. The conference was founded in 2016 to discuss innovative research and projects related to the support role of Information System Technologies in the digital transformation process, business innovation and e-commerce. The 31 papers presented in this volume were carefully reviewed and selected from 89 submissions. The theme of ICDEc 2019 was “Digital Economy: Emerging Technologies and Business Innovation”. The papers were organized in topical sections named: digital transformation; e-finance; social media communication; intelligent systems; e-commerce and business analytics; e-learning and cloud education; e-commerce and digital economy; data science; digital marketing; and digital business model.
Author: Kate Fletcher
Publisher: Routledge
ISBN: 1317935217
Category : Architecture
Languages : en
Pages : 288
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Book Description
Praise for the previous edition: "[A] fascinating book." John Thackara, Doors of Perception "Provides the foundations for a radical new perspective." Ethical Pulse "At last a book that dispels the idea that fashion is only interested in trend-driven fluff: not only does it have a brain, but it could be a sustainable one." Lucy Siegle, Crafts Magazine Fully revised and updated, the second edition of Sustainable Fashion and Textiles: Design Journeys continues to define the field of design in fashion and textiles. Arranged in two sections, the first four chapters represent key stages of the lifecycle: material cultivation/extraction, production, use and disposal. The remaining four chapters explore design approaches for altering the scale and nature of consumption, including service design, localism, speed and user involvement. While each chapter is complete in and of itself, their real value comes from what they represent together: innovative ways of thinking about textiles and garments based on sustainability values and an interconnected approach to design. Including a new preface, updated content and a new conclusion reflecting and critiquing developments in the field, as well as discussing future developments, the second edition promises to provide further impetus for future change, sealing Sustainable Fashion and Textiles: Design Journeys as the must-buy book for fashion and textiles professionals and students interested in sustainability.
Author: Özlem Sandıkcı
Publisher: Edward Elgar Publishing
ISBN: 0857936026
Category : Business & Economics
Languages : en
Pages : 543
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Book Description
ÔThis is an especially timely publication, given the current metamorphosis of politics in the Middle East and North Africa. ...zlem Sandõkcõ and Gillian Rice are to be congratulated for having sensed the need for a Handbook that will alert marketers to the vast market opportunities offered by Muslim consumers. It is essential to become attuned to the values and principles of Islamic cultures that will drive consumption, product and service choices, brand preference, and brand loyalty in coming years. The scholars who have contributed to this Handbook come from many different backgrounds to offer a kaleidoscope of research and recommendations on how best to serve this previously overlooked segment of consumers who make up a quarter of world markets.Õ Ð Lyn S. Amine, Saint Louis University, US ÔThis ambitious and timely collection will be enormously valuable to readers in the practice and study of the growing field of Muslim marketing and branding. Essays range expertly across key sectors (notably finance, food, and fashion) and territories (of Muslim majority and minority population). Contributors elaborate the diversity of Muslim experiences, beliefs, and practices that must be taken into account by marketing professionals seeking to exploit this newly recognized market. Academic authors provide helpful postscripts for marketers, making clear the links between their nuanced historicized understanding of contemporary transnational, global, and local forms of Muslim identity and practice. This book provides an essential guide to those who study and those who participate in Muslim branding and marketing.Õ Ð Reina Lewis, London College of Fashion, UK The Handbook of Islamic Marketing provides state-of-the-art scholarship on the intersection of Islam, consumption and marketing and lays out an agenda for future research. The topics covered by eminent contributors from around the world range from fashion and food consumption practices of Muslims to retailing, digital marketing, advertising, corporate social responsibility and nation branding in the context of Muslim marketplaces. The essays offer new insights into the relationship between morality, consumption and marketing practices and discuss the implications of politics and globalization for Islamic markets. This comprehensive Handbook provides an essential introduction to the newly emerging field of Islamic marketing. It is invaluable for researchers and students in international marketing who are interested in the intersection of Islam and marketing as well as those from anthropology and sociology studying Muslim consumers and businesses. The book also supplies vital knowledge for Muslim and non-Muslim business leaders generating commerce in Islamic communities.
Author: Elizabeth C. Hirschman
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Author: Elisabetta Magnaghi
Publisher: Springer Nature
ISBN: 3030606074
Category : Computers
Languages : en
Pages : 190
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Book Description
The United Nations included sustainable cities and communities in its 2030 SDGs. Cities and, on a smaller scale, neighborhoods, building managers and firms are now adopting technologies and information systems to help achieve the energy, economic, social and environmental transition. This volume gathers contributions on the key organizational success factors for this transition. To do so, it analyzes the role of information systems, use of data, and technological assistance solutions from multiple perspectives. The goal is to develop a framework that can successfully apply information systems to organizational and environmental issues for smart cities and smart buildings. Accordingly, the book addresses living-lab experiment evaluation techniques, and provides critical analyses of the role of the environment, context and users’ behavioral responses. In addition, it discusses key questions on the efficient management of resources, need for appropriate IT solutions, and employing co-creation with users to improve planning and organization.
Author: Elizabeth Caldwell Hirschman
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 228
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