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Dropping into the luxury playbook

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Dropping into the luxury playbook

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QUOTES “[The] finding, that quality and uniqueness are the most important factors that attract millennials to a luxury brand, shows us that the new consumers cares less about heritage than their predecessors. This does not mean that history should be entirely erased from the luxury playbook. Still, some brands continue to rely heavily on their heritage with notable success.” “In the digital age, consumers crave newness at the speed of Instagram [..] Therefore, brands are increasingly looking for forms of disruption like limited edition products, capsule collections and new channels.” “An interesting approach that is part of this movement is the ‘product drop’; the release of smaller and more frequent collections that create rarity value, exclusivity and a community feel.” RESEARCH QUESTION To what extent is a product drop strategy beneficial for a luxury brand? SUB-QUESTIONS 1. What is a product drop approach? 2. What defines luxury? 3. How do a product drop strategy and luxury relate? 4. How is a product drop strategy, implemented by a luxury brand, perceived by different generations? CARRÉVIVRE Carrévivre is the name of a concept, based on the research report and the brand analysis, to implement a product drop strategy for Hermès. Its name is inspired on the Hermès carré and the French word revivre, meaning ‘to rise again’, is exactly what this strategy revolves around. Reviving Hermès’ storied past, the archival prints of vintage carrés will be turned into five contemporary products. ANIMATED GIFS To generate curiosity in the lead-up of the first drop, the concept Carrévivre will be announced on social media two months in advance. After one month, a preview of the first product will be shown.

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OrganisatieHogeschool van Amsterdam
OpleidingAMFI - Amsterdam Fashion Institute
AfdelingMedia, Creatie en Informatie
Jaar2019
TypeBachelor
TaalEngels

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