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Customized luxury retail

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Customized luxury retail

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QUOTE: “[…] like Coco Chanel once said: ‘there is no necessity in owning luxury fashion goods’. However, the industry is growing as if it is just that: a necessity.” MAIN RESEARCH QUESTION How can luxury fashion brands use consumer’s purchase behaviour information to improve their retail environment? - TABLE OF CONTENTS: (1) Conceptual Framework : the Luxury Fashion Market (history and 21st century; ambiguous meaning; luxury communication focus) - (2) Supply : Luxury Brand and Retail Strategies (intro to luxury retail; the flagship store; art worlds; the creative director; the experience is everything) - (3) Demand : Purchase Behaviour Research (consumer society; individualist versus collectivist; brands’ country of origin; brand influence) - (4) Luxury Fashion Retail Improvements (experience factors; helpfulness; personalization) – Conclusion; Reference list; Appendix

OrganisatieHogeschool van Amsterdam
OpleidingAMFI - Amsterdam Fashion Institute
AfdelingMedia, Creatie en Informatie
Jaar2015
TypeBachelor
TaalNederlands

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