The purpose of this thesis is to investigate the behaviour of young Chinese girls toward luxury goods and to provide suggestions for the marketer when marketing products on the Chinese market. The goal of this study was to see the differences in behaviour between the area of Hong Kong, Taiwan and China (Mainland), but also to identify toward which categories of luxury goods (perfume, leather goods, clothing) people were more favourable. In order to get information for our thesis we used a qualitative approach (by doing a focus group) and a quantitative approach (by using questionnaire). Our sample can be described as girls aged from 20 to 25 and living in the area of Honk Kong, Taiwan and China (Mainland) To retrieve information we focused on different variables intervening in the consumer behaviour such as perception, learning and memorisation, motivation and attitude. We investigate perception through, knowledge, symbolism and risks perceived, the learning and memorisation process were evaluate through information , the motivation and attitude were measured through the intention to buy. As a result of this study we find out some similarities in behaviour in the different geographic areas investigated. These findings can lead to the glob-alization of some specific points of the marketing mix. However great dif-ferences between the regions also appeared and they should be taken in consideration in the marketing strategy in order to be successful.

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<p>The purpose of this thesis is to investigate the behaviour of young Chinese girls toward luxury goods and to provide suggestions for the marketer when marketing products on the Chinese market.</p><p>The goal of this study was to see the differences in behaviour between the area of Hong Kong, Taiwan and China (Mainland), but also to identify toward which categories of luxury goods (perfume, leather goods, clothing) people were more favourable.</p><p>In order to get information for our thesis we used a qualitative approach (by doing a focus group) and a quantitative approach (by using questionnaire). Our sample can be described as girls aged from 20 to 25 and living in the area of Honk Kong, Taiwan and China (Mainland)</p><p>To retrieve information we focused on different variables intervening in the consumer behaviour such as perception, learning and memorisation, motivation and attitude. We investigate perception through, knowledge, symbolism and risks perceived, the learning and memorisation process were evaluate through information , the motivation and attitude were measured through the intention to buy.</p><p>As a result of this study we find out some similarities in behaviour in the different geographic areas investigated. These findings can lead to the glob-alization of some specific points of the marketing mix. However great dif-ferences between the regions also appeared and they should be taken in consideration in the marketing strategy in order to be successful.</p>

This research aims to present, analyse and discuss how to sustain a competitive advantage in the Fashion Luxury market throughout a case study of Emerging Fashion Brands. The analysed data determines that considering the customers’ demands, the attributes of the Emerging Fashion Brands and the idiosyncrasy of the Fashion Luxury Market these brands must apply a Differentiation Strategy directed to a focal target group in order to sustain their competitive positions in the market. Furthermore, the findings of the research prove the relevance for Emerging Fashion Brands to identify their innovative capabilities where to design or redefine their Business Models. Also, this research describes a future scenario of the Fashion Luxury Market whereby the identification of the upcoming trends and opportunities are identified. Therefore, a holistic approach of the Fashion Luxury Market is provided in order to help the managerial decision-making.

Made available in DSpace on 2016-08-03T12:30:45Z (GMT). No. of bitstreams: 1 Renato Alonso Mian.pdf: 2832720 bytes, checksum: 1d340e3d131cca0bceef5fe04b04238d (MD5) Previous issue date: 2008-04-16 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / The Mercedes-Benz brand is a brand legendary and is present in the imagination of the consumer when the subject is cars. A history major This Industry automobile exceeds 100 (1902- 2008) and A each day even more impressive with new models, synonym of Technology, Quality, Safety and luxury. This work visa analyse and understand the process of communication of the brand Mercedes-Benz, which emerged in 1902 (as Mercedes), Then as Mercedes-Benz (1926), DaimlerChyrsler (1998), currently as Daimler AG (matrix - Germany) and Mercedes-Benz do Brasil Ltda., And that Remains strengthened and prestigious in its segment, according to the figures and information submitted, ratified by professionals in the Industry Automotive experts in luxury. It is part of this study raise a form and meaning of the brand, represented by its imprint in Your but a Trajectory: initial sketch, design changes and current (Part graphics) as well as messages transmitted and communication with the market. A Methodology is to hold a bibliographic survey by: publications, journals, internal documents, dissertations and theses, which Contain information about a brand Mercedes-Benz since its initial time until the present, seeking to draw a comparison between periods, Especially in the national scenario. The work will treat the matter as a case study, that it is an organizational analysis and management, which They inserted contemporary phenomena in real life. The study is to reference a Communication Integrated Marketing, as a line of Search and A Specialized Communication as an area of concentration.(AU) / A marca Mercedes-Benz é uma marca legendária e está presente no imaginário do consumidor quando o assunto é automóvel. A história dessa importante indústria automobilística ultrapassa os 100 anos (1902-2008) e a cada dia impressiona ainda mais com novos modelos, sinônimo de tecnologia, qualidade, segurança e luxo. Este trabalho visa analisar e compreender o processo de comunicação da marca Mercedes-Benz, que surgiu em 1902 (como Mercedes), depois como Mercedes-Benz (1926), DaimlerChyrsler (1998), atualmente como Daimler AG (matriz Alemanha) e Mercedes-Benz do Brasil Ltda., e que permanece fortalecida e prestigiada no seu segmento, de acordo com os números e informações apresentadas, ratificadas por profissionais do setor automotivo e especialistas em luxo. Faz parte deste estudo abordar a forma e o significado da marca, representada por sua logomarca em toda a sua trajetória: esboço inicial, mudanças e desenho atual (parte gráfica) bem como as mensagens transmitidas e comunicação com o mercado. A metodologia consiste em realizar um levantamento bibliográfico por meio de: publicações, periódicos, documentos internos, dissertações e teses, que contenham informações sobre a marca Mercedes-Benz desde o seu momento inicial até o atual, visando estabelecer uma comparação entre os períodos, sobretudo no cenário nacional. O trabalho irá tratar o assunto como um estudo de caso, por se tratar de uma análise organizacional e gerencial, que compreendem fenômenos contemporâneos inseridos na vida real. O estudo tem como referência a Comunicação Integrada de Marketing, como linha de pesquisa e a Comunicação Especializada, como área de concentração.(AU)

Submitted by Fabricia Fialho Reginato (fabriciar) on 2015-08-27T00:12:15Z No. of bitstreams: 1 CamilaWinkler.pdf: 3824416 bytes, checksum: 26025fe88071164a6cb893a26d65e04c (MD5) / Made available in DSpace on 2015-08-27T00:12:15Z (GMT). No. of bitstreams: 1 CamilaWinkler.pdf: 3824416 bytes, checksum: 26025fe88071164a6cb893a26d65e04c (MD5) Previous issue date: 2013 / Nenhuma / Atualmente as discussões sobre os significados do consumo tem se tornado mais constante, juntamente com estas discussões abre-se espaço para investigar quais os papeis dos objetos em uma sociedade. Mediante estes argumentos, os objetos são vistos como bens simbólicos, e como estes passam a agregar elementos tangíveis e intangíveis. Outro fator que contribui para esta discussão é o peso deste valor simbólico como forma diferenciadora de valores entre os objetos. Identifica-se na experiência de consumo uma forma de aliar valores simbólicos, inovando o sentido dos objetos perante seus consumidores. Este estudo fundamenta-se na busca de novos argumentos que visem conquistar estas necessidades de mercados que se apresentam, estimulando as funções estéticas e sensoriais na busca de respostas emocionais de consumo positivas. Investigando as experiências de consumo do mercado joalheiro, para compreender os seus significados e respostas emocionais, esta pesquisa realizou tal investigação, tendo como referências os conhecimentos do Design para Experiência e Design Emocional. O propósito desta investigação foi atribuir estes conhecimentos a um processo de projeto guiado pela visão do Design Estratégico. A motivação deste projeto está baseada nas novas necessidades do mercado, em unir os estímulos emocionais em projetos de Design, buscando, desta maneira, inovações no consumo. / The current discussions about the meanings of consumption have become more constant, within this discussions, an space to explore the roles of objects in the society is perceived. By these arguments, objetcts are idealized as simbolic goods, and begin to add tangible and intangible elementos. Another factor that contributes to this discussion is the weight of this symbolic value as a way to evaluate values between objects. It’s possible to identify, the consumption experience as a way of combining symbolic values, resulting as a innovation of meaning before it’s consumers. This study is based on the search for new arguments which aim to conquer this markets needs that arise, stimulating aesthetic and sensory functions in the search for positive emotional responses within the consumption. Investigating the consumer experience in the jewelry market, willing to comprehend it’s meanings and emotional answers, this research conducted such investigation, having as references the knowledges of Experience Design and Emocional Design. The purpose of this investigation was to attribute these findings to a design process, guided by the visiono f Strategic Design. The motivation os this Project is based on the new needs os the market, uniting emocional stimulation in Design projects, seeking in this way innovations towards consumption theories.

Title: French luxury companies: Challenge to do E-Commerce withoutaffecting their brand image Authors: Clément LEMAIRE and Paul LASSALLE Supervisor: Jean-Charles Languilaire Level: Bachelor Thesis in Business Administration, Marketing Key words: Marketing, E-commerce, E-merchandising, E-CRM, Louis Vuitton, Luxury market, French market, Website, Brand and Reputation Purpose: How French luxury companies, in a context of changing demand, use the e-commerce without affecting the image of their brand? Method: In the method we explain that we decide to use a descriptive method of research. We collect secondary data from our University Library and primary data from our observation of Louis Vuitton website. We also explain why we choose this company and what the limits of our study are. Theoretical framework: In a first part, we have written all the definitions and information about definitions that we have used in the empirical part. It means E-Commerce, E-Merchandising, Marketing mix and ECRM. Then, we have given some information about website elements as the first page, the graphic website, buying process, electronic payment and website security. Finally, we have defined all the information about the brand and its different powers on the market: We start by a “brand awareness” explication, then we have defined “how is build a brand” to finish by the topic “band and reputation”. Conclusions: We present the answer of our purpose. French Luxury companies use marketing tools in order to protect the image of their brand when they do e-commerce. We also bring some suggestions to Louis Vuitton and give some critics concerning our study. Finally we open our reflexion to related studies that could be interesting to do.

<p>Title: French luxury companies: Challenge to do E-Commerce withoutaffecting their brand image</p><p>Authors: Clément LEMAIRE and Paul LASSALLE</p><p>Supervisor: Jean-Charles Languilaire</p><p>Level: Bachelor Thesis in Business Administration, Marketing</p><p>Key words: Marketing, E-commerce, E-merchandising, E-CRM, Louis Vuitton, Luxury market, French market, Website, Brand and Reputation</p><p>Purpose: How French luxury companies, in a context of changing demand, use the e-commerce without affecting the image of their brand?</p><p>Method: In the method we explain that we decide to use a descriptive method of research. We collect secondary data from our University Library and primary data from our observation of Louis Vuitton website. We also explain why we choose this company and what the limits of our study are.</p><p>Theoretical framework: In a first part, we have written all the definitions and information about definitions that we have used in the empirical part. It means E-Commerce, E-Merchandising, Marketing mix and ECRM. Then, we have given some information about website elements as the first page, the graphic website, buying process, electronic payment and website security. Finally, we have defined all the information about the brand and its different powers on the market: We start by a “brand awareness” explication, then we have defined “how is build a brand” to finish by the topic “band and reputation”.</p><p>Conclusions: We present the answer of our purpose. French Luxury companies use marketing tools in order to protect the image of their brand when they do e-commerce. We also bring some suggestions to Louis Vuitton and give some critics concerning our study. Finally we open our reflexion to related studies that could be interesting to do.</p>

Цель исследования – разработать методические основы анализа и управления стратегическим поведением акторов ювелирного рынка в условиях неопределенности внешней среды. Разработан методический подход к планированию мероприятий по стимулированию продаж, основанный на идеях акторно-сетевой теории, используемых для анализа поведения на основе модусов калькулирования акторов базовой сети «продавец – покупатель – посредник» с целью формирования предложения ювелирных изделий в качестве объекта инвестирования в условиях неопределенности. Предложенный подход позволит повысить уровень управленческой осознанности по проблемам построения доверия в сетях акторов, сформировать соответствующие управленческие решения по развитию компетенций товароведов ювелирного салона. / The purpose of the study is to develop methodological foundations for the analysis and management of the strategic behavior of the actors of the jewelry market in the face of uncertainty in the external environment. A methodical approach has been developed to planning sales promotion activities based on the ideas of the actor-network theory used to analyze behavior based on the calculation modes of the actors of the basic network "seller - buyer - intermediary" in order to form a proposal for jewelry as an investment object under conditions of uncertainty. The proposed approach will increase the level of managerial awareness of the problems of building trust in networks of actors, form appropriate managerial decisions to develop the competencies of jewelry store merchandisers.

Submitted by Renata Ferreira da Rosa (renatafrosa@gmail.com) on 2016-03-15T13:54:22Z No. of bitstreams: 1 Renata Rosa - Ecommerce as Internationalization Strategy.pdf: 6115288 bytes, checksum: 8a7d99af826e68ad0e5589c5c23a1251 (MD5) / Rejected by Ana Luiza Holme (ana.holme@fgv.br), reason: Prezada Renata, Somente a numeração das páginas está incorreta, a numeração deve contar da 1 pagina mas só aparecer o numero na introdução. exemplo: introdução pagina 11 na pagina anterior não aparece o numero. Ana Luiza Holme 37993492 on 2016-03-15T14:02:33Z (GMT) / Submitted by Renata Ferreira da Rosa (renatafrosa@gmail.com) on 2016-03-15T14:28:30Z No. of bitstreams: 1 Renata Rosa - Ecommerce as Internationalization Strategy.pdf: 6109671 bytes, checksum: 0eea98d4f3f18d5fdb7e73ec531e5751 (MD5) / Approved for entry into archive by Ana Luiza Holme (ana.holme@fgv.br) on 2016-03-16T12:18:58Z (GMT) No. of bitstreams: 1 Renata Rosa - Ecommerce as Internationalization Strategy.pdf: 6109671 bytes, checksum: 0eea98d4f3f18d5fdb7e73ec531e5751 (MD5) / Made available in DSpace on 2016-03-16T12:25:34Z (GMT). No. of bitstreams: 1 Renata Rosa - Ecommerce as Internationalization Strategy.pdf: 6109671 bytes, checksum: 0eea98d4f3f18d5fdb7e73ec531e5751 (MD5) Previous issue date: 2016-02-22 / As stated by Hoffmann and Coste-Manière (2012) 'The web is a mass medium that contrast completely with the traditional codes of exclusivity associated with the luxury industry, and has long been simply rejected by the luxury industry for being an illegitimate distribution channel.' Meanwhile this market presents an incomparable pace of growth and is gradually changing the existing retailing business model and companies must be aware of this change and capable to adapt to it. The internet and cross-border sales already changed the competition throughout retailing and it will increase even more, so companies must be ready to face it. Internet has shown its great opportunity for all markets, although luxury/premium market is not yet taking the proper advantage of its potential, but the necessity to be an omnichannel business strategy is growing. This paper presents an exploratory research based on a case study of how premium fashion Brazilian brands are using Farfetch, e-commerce, as an entry market strategy and how this affects them. The research question of this study is: How is Farfetch helping on the internationalization of Brazilian premium fashion brands?, and in order to answer it was conducted an in-depth interview with the Brazilian head of business development of Farfetch, apart an extensive secondary data research. As expected the study found a list of trade-offs of using an e-commerce, luxury specialized, with a marketplace approach to the brands willing to internationalize. As stated by Altagamma and McKinsey (2015) study '[...] luxury brands have no choice but to embrace the digital era and become truly omnichannel. This will require them a radical rethinking of both their customer experience of their consumer engagement strategy.' Looking either from the Farfetch point of view, trying to understand why they offer this opportunity to the brands, or also from the brand side if this is a manageable approach. This study presents a contribution for both sides, trying to give tools to the brands on understanding the internationalization reasons and approach, as well as explaining Farfetch business model, and the advantages it can bring to them, at the same time of a general market trend analysis for Farfecth. / Hoffmann e Coste-Manière (2012) afirmaram em seu estudo que 'A web e um meio de massa e contrasta completamente com os códigos tradicionais de exclusividade associados a ndústria de luxo, e por isso foi por muito tempo simplesmente rejeitada pelo mercado de luxo por não ser um canal de distribuição legitimo.' Enquanto isso o mercado apresenta um ritmo de crescimento incomparável e gradualmente esta mudando o modelo de negócios existente para o varejo, portanto as empresas precisam estar consciente das mudanças e serem capazes de se adaptarem a elas. A internet e as vendas além-fronteiras já alteraram as formas de competição no varejo e vão aumentar ainda mais e as empresas têm de estar preparadas para enfrentar isso. Internet já mostrou a sua ótima oportunidade para todos os mercados, no entanto os mercados de luxo/premium ainda não estão tirando o total proveito do seu potencial, mas a necessidade de adotar uma estratégia de negocio omnichannel esta crescendo e se mostra fundamental. Esse trabalho apresenta um estudo exploratório baseado em estudo de caso de como as marcas de moda premium brasileiras estão usando a Farfetch, e-commerce, como uma estratégia de entrada de mercado e como isso as afeta. A questão de pesquisa desse estudo é: Como a Farfetch esta ajudando no processo de internacionalização das marcas de moda premium brasileiras?, e para responder essa pergunta foi conduzida uma entrevista em profundidade com a responsável por desenvolvimento de novos negócios da Farfetch, alem de uma extensa pesquisa de dados secundários Conforme esperado, o estudo encontrou uma lista de trade-offs de usar e-commerce, mesmo especializado em luxo, mas com uma estratégia de marketplace, como estratégia de internacionalização para as marcas que assim o desejam. Conforme o estudo da Altagamma e McKinsey (2015) '[…] marcas de luxo não tem mais escolha senão abraçar a era digital e se tornar um verdadeiro canal omnichannel. Isso vai exigir uma atenção redobrada tanto na experiencia do consumidor como na estratégia de engajamento do consumidor.' Com um olhar tanto da perspectiva da Farfetch, tentando entender o porquê oferece essa oportunidade para as marcas, como das próprias marcas para entender se essa e uma abordagem viável. O estudo apresenta contribuições para os dois lados, oferecendo ferramentas para as marcas analisarem as razões e melhor abordagem para internacionalização, assim como a explicação do modelo de negócios da Farfetch, e as vantagens que ele pode trazer, assim como uma analise geral do marcado com suas tendências para a Farfetch