No description available.

No description available.

Background: The luxury streetwear market has significantly grown and transformed over recent years, driven by the mix of high fashion and urban culture. An intriguing example within this niche is the Yeezy brand, and its development in collaboration between a human celebrity Kanye West and a sportswear brand Adidas. Since its founding in 2015, Yeezy has disregarded traditional fashion norms with its unique approach to design and marketing, forming a devoted consumer base despite various controversies surrounding its founder. The brand’s ability to maintain a strong brand love despite negative publicity presents an intriguing case for examining the main factors contributing to its sustained success. Purpose: The purpose of this thesis is to analyze the phenomenon of brand love towards the luxury streetwear brand Yeezy, owned by Kanye West, and to investigate how this brand love has been built and sustained despite the negative publicity surrounding its founder. By examining various aspects of brand love towards Yeezy, including the overall brand experience, the study aims to uncover the factors contributing to a brand's reputation and consumer attachment and to provide an updated model of the prototype of brand love towards luxury streetwear. Method: Using existing frameworks as a starting point, the phenomenon of brand love towards the  brand Yeezy was investigated by conducting semi-structured interviews with people who love the brand. Analysis of  previous concepts on brand love and the real-life data obtained from the respondents was combined to provide insights and to create an updated model of the prototype of brand love towards luxury streetwear. Conclusion: This thesis investigated the phenomenon of brand love towards Kanye West's brand, Yeezy and provided a model of the prototype of brand love towards luxury streetwear. Through in-depth interviews with a diverse group of Yeezy customers, the study revealed the essential elements, such as Good Quality, Intrinsic Rewards and Positive Affect, Self Identity, Willingness to Invest, Frequent Thought of Use and Length of Use, in combination with Popularity, Prestige, Exclusivity and Fashionability, as main aspects that sustain and strengthen brand love.

Att integrera samtida teman med kulturarv är ett sätt för lyxvarumärken att hålla sig relevanta. Denna undersökning kommer att belysa skillnader mellan vad varumärkena säger och de olika strategiska tillvägagångssätt som varumärkena använder. De viktigaste resultaten tyder på att användningen av dessa teman i de visuella kampanjerna för dessa lyxvarumärken verkar ha specifika parametrar. Syftet med denna undersökning är att utforska hur lyxvarumärken med parisiskt kulturarv integrerar samtida kulturella teman i sina digitala kampanjer för att upprätthålla sitt arv och visa sin nuvarande relevans. Forskningen använder sig av kvalitativ innehållsanalys av digitala kampanjbilder. / Integrating contemporary themes with heritage is a way for luxury brands to stay relevant. However, this research will highlight discrepancies between what brands state as well as the different strategic approaches the brands employ. The main findings suggest that the use of these themes within the visual campaigns of these luxury brands, seem to have specific parameters. The purpose of this research is to explore how Parisian heritage luxury brands integrate contemporary cultural themes into their digital campaigns to maintain their heritage and demonstrate their current relevance. The research uses qualitative content analysis of digital campaign images.

Africa has been identified as an upcoming market in which luxury brands should secure future growth opportunities. A review of related academic literature, however, reveals that limited research has been conducted which focuses specifically on the continent’s luxury consumers. This gap in the literature highlights the need to further the body of knowledge on luxury consumer behaviour in this context. However, as the continent comprises a vast number of countries with diverse consumer profiles, it was decided that this study would focus on the assessment of the behaviour of the members of luxury consumer segments in the South African market. The specific areas that require research in order to establish an understanding of luxury consumer segments’ behaviour commenced from a review of different trends and developments in the South African market. The core trends, along with calls for further research on luxury brands in the international academic literature were combined to identify numerous avenues for further research. This eclectic approach aimed to not only contribute to an enhanced understanding of the behaviour of luxury consumer segments in the South African market, but to develop and extend the existing body of academic knowledge and literature on luxury brands. Four research questions were developed from both the identified avenues from the review of the trends in the market, and the calls for further research in the academic literature. Each of these questions was then addressed by four individual papers.  This thesis makes a number of contributions to the related body of knowledge as it details the behaviour of different luxury brand consumer segments in the South African market, thereby serving as a step towards addressing the gap in the literature on luxury consumers on the African continent. / <p>QC 20170411</p>

Purchasing counterfeited luxury products and downloading pirated items have becomemore common nowadays. Fashion and IT industries are affected negatively by consumers’supportive attitude towards piracy and counterfeits. Many luxury branded companies havetheir exclusive brand names stolen by counterfeits producers. Likewise producers ofcomputer software, music, and movies are affected by individuals who download/streamtheir items for free. Consumers’ attitudes towards counterfeiting and piracy are importantto examine as to understand their acceptance and rejection towards counterfeits and piracy.The purpose of this thesis is to examine consumers’ attitudes towards counterfeits andpiracy. What is accepted and rejected by consumers? To answer the research questions, aqualitative method is used. The data is collected through semi-structured interviews with12 consumers of both/either counterfeits and piracy. The study is performed in Skåne(Scania), Sweden, mainly in Malmö, Perstorp and Kristianstad.We implemented the Theory of Reasoned Action, Theory of Moral Reasoning, ConsumerTheory and different attitudes for analysing the empirical presentation. The result of thestudy showed that the interviewees had a more accepting attitude towards piracy while themajority of them had a rejecting attitude towards counterfeits. Due to the fact thatcomputer and IT have become a part of the everyday life for many individuals. However,the interviewees who buy counterfeits consume the items while they are on vacationabroad since the supply of counterfeits in the Swedish market is not very big. When itcame to piracy and counterfeited products, the age of the interviewees did matter to someextent. Also, price was one important element why consumers are interested in counterfeitsor download piracy.This study contributes to fill the gap in the lack of studies of consumers’ attitudes towardsboth piracy and counterfeits. The conclusions can be used as a guideline and tool forcompanies to be aware of consumers’ attitudes towards illicit products. Keywords: Counterfeit products, Piracy, Consumer attitude, Physical products, Digitalproducts, Luxury brands, Genuine luxury brand, Illicit forged products

Made available in DSpace on 2016-03-15T19:26:37Z (GMT). No. of bitstreams: 1 Ricardo Rocha Leal Gomes de Sa.pdf: 1842304 bytes, checksum: e027a79f4c3c4c5def68611741d0c306 (MD5) Previous issue date: 2008-03-05 / This dissertation aims to understand how the point of sales is included in the marketing strategies of companies that sell luxurious fashion products, through the points of view of these companies head of marketing and their shop managers. The objectives of this research were to know how executives picture their clients and segment their target markets, which marketing strategies are applied to win and retain clients and then to understand the layout of a point of sales of luxurious fashion product in Brazil. Luxury is on vogue and the scenario where this research occurs are the point of sales of these expensive, rare products and prestigious brands. The research, with its exploratory and qualitative nature, used a non-probabilistic sample comprised of four marketing managers and three shop managers. The study was complemented with a non-participative observation, carried out in the point of sales of all brands researched. For the analyses of all data it was applied tecniques of contents analyses, based on ipsis literis transcriptions of the interviewees statements, all recorded in audio and obtained after instructions were given without defined patterns. The results show similar point of views about luxury products clients and that market segmentation is done based on these clients economic power. The marketing strategies are not innovative enough, are focused in high quality, exclusive and practical products. The products distribution is selective, but all shops get at least one complete set of products of each collection. Prices are defined based on historical prices and sales expectations and communication is based on magazine advertisements, the collection book and phone calls to clients. In relation to the point of sales, it came up that one shop differentiates from another mainly due to its localization and to attending team. Another relevant conclusion taken is that the display window are used to attract clients and the interior of the shop is researched to stimulate the clients senses so they will buy more. It was noticed that the attending makes difference in the sales performance by making clients loyal and that events and fashion shows are performed in the shops by each new collection release. It was also noticed that several free services are carefully offered in the shops and possibility of paying in installments by credit and these are usual practices for most of the clients. / Esta dissertação visa conhecer de que modo o ponto de vendas está inserido nas estratégias de marketing das empresas de produtos de luxo de moda no Brasil, do ponto de vista do responsável de marketing das empresas e do gerente de suas lojas. Os objetivos da pesquisa foram os de conhecer como os executivos caracterizam seus clientes e segmentam seus mercados alvo; quais as estratégias de marketing aplicadas para conquista e retenção de clientes; e por fim entender como está configurado o ponto de vendas de produtos de luxo de moda no Brasil. O luxo está na moda e o cenário onde as experiências acontecem são os pontos de vendas destes produtos caros, raros e de marcas de prestígio. A pesquisa, de natureza exploratória e qualitativa utilizou uma amostra não probabilística composta por quatro gestores de marketing e três gerentes de suas lojas. Complementou-se o estudo com a observação não participante, que foi realizada nos pontos de vendas de todas as marcas pesquisadas. Para o tratamento e análise dos dados foram aplicadas técnicas de análise de conteúdo, com base nas transcrições ipsis literis dos depoimentos dos entrevistados, os quais foram gravados em áudio, obtidos a partir de um roteiro semi estruturado padrão. Os resultados demonstraram visões similares sobre os clientes de produtos de luxo e que a segmentação do mercado é realizada de acordo com a renda de seus clientes. As estratégias de marketing aplicadas são pouco inovadoras, focadas em produtos com alta qualidade, peças exclusivas e de muita praticidade. A distribuição das mercadorias é seletiva, mas todas as lojas recebem ao menos uma grade completa de cada peça da coleção. Os preços são definidos de acordo com histórico e expectativas das vendas e a comunicação é baseada na promoção de moda para revistas, no book da coleção e nas ligações da equipe de vendas para as clientes. A respeito do ponto de vendas constatou-se que o diferencial de uma loja para outra está centrado na localização e na equipe de atendimento. Outra constatação relevante é que as vitrines são utilizadas para atrair os clientes e o ambiente interno da loja é estudado para oferecer a melhor hospitalidade possível e estimular os sentidos das clientes para que comprem mais. Pôde-se perceber que o atendimento faz a diferença no desempenho das vendas por meio da fidelização das clientes e que eventos e desfiles são realizados nas lojas nos lançamentos das coleções. Também se constatou que diversos serviços são oferecidos gratuitamente e são prestados nas lojas com muito cuidado, além do parcelamento das vendas no cartão de crédito ser uma prática usual da maioria das compradoras.

Cette thèse analyse les relations entre consommateurs et marques de luxe, etcomment cette relation évolue au 21ème siècle. Face au défi de la désacralisation face aux mutations de la société, liées à l’hypermodernité, à la démocratisation du luxe, à Internet et aux médias sociaux, les marques de luxe traditionnelles recherchent desmoyens de rester pertinentes et sacrées. Nous décrivons comment le sacré évolue etcomment les marques utilisent les propriétés du sacré pour rester des marques de luxe.Notre hypothèse principale est que le concept de sacré dans la société évolue etnous proposons donc un cadre théorique qui décrit un nouveau sacré potentiel pour que les marques de luxe restent souhaitables pour les consommateurs du 21ème siècle.Nous avons mené des entretiens approfondis avec les consommateurs de marquesde luxe, analysé les données Instagram et effectué des analyses ethnographiques etnethnographiques sur les ensembles de données, ce qui nous a permis de donner unpremier aperçu et de découvrir le rôle et l’importance du caractère sacré des marques de luxe.Nos résultats montrent trois tendances dans les relations des consommateurs avecles marques de luxe, qui sous-tendent différentes visions du sacré. Celles-ci vont du (1) sacré traditionnel, à savoir l'exclusivité, au (2) nouveau sacré, à l'inclusivité, et (3) à la fusion de l'exclusivité et de l'inclusivité. / This thesis analyzes the relationship between consumers and luxury brands, and how this relation is changing in the 21st century. Facing the challenge of being desacralized by the changes in society, stemming from hypermodernity, the democratization of luxury, the Internet, and social media, traditional luxury brands are looking for ways to remain relevant and sacred. We describe how sacredness is evolving and how brands are using the properties of sacredness to stay luxury brands.Our main assumption is that the concept of sacredness in society is evolving, and we therefore propose a theoretical framework that describes a potential new sacredness for luxury brands to remain desirable for consumers in the 21st century.We conducted in-depth interviews with luxury brand consumers, analyzed Instagramdata, and performed ethnography and nethnography analyses on the data sets, allowing us to provide first insights and findings on the role and importance of sacredness for luxury brands.Our findings show three patterns in the relationship of consumers to luxury brands,underlying different visions of sacredness. These range from (1) traditional sacredness, i.e. exclusivity, (2) new sacredness, i.e. inclusivity, and (3) a fusion of exclusivity and inclusivity.

Due to various ongoing environmental crises, there is an urgent need for sustainable solutions and initiatives, as it has become an imperative criterion for businesses to include in their operations. Further, the hospitality sector is a multibillion-dollar industry and has a great impact on not only the economy, but the environment as well. Therefore, the industry is transitioning increasingly fast, and incorporating greater actions to operate sustainably. It should be imperative for businesses to operationalise all facets (environmental, economic, and social) of sustainability within the organisation. However, previous literature has indicated that over the last decade, one solution has been presented to achieve this goal: the creation and implementation of the Sustainable Business Model. It is a concept, which would allow for the planning and organising, delivering, and obtaining value of a business in a sustainable structure. Whilst this concept has been adopted and applied in the business sector, there are still some uncertainties about how Sustainable Business Models are practised, and what makes them successful or not. In addition, there also still appears to be a lack of application in the hotel industry, and whether the implementation of this concept is viable and efficient towards operating sustainably. Therefore, this study addresses the lack of research by investigating the processes and implementation of a Sustainable Business Model in the context of a small luxury hotel group, through the perspective of Strategy-as-Practice as the main theory. The theoretical framework is this study, includes three theories (Strategy-as-Practice, Supply Chain Management and Green Supply Chain Management), however, Strategy-as-Practice is considered the main theory that serves as a foundation, and is also a branch of Practice Theory. With this theoretical framework, studying how individuals perceive Sustainable Business Models, and the activities performed within the industry, allows for this research to reveal the significance, skills, and competencies that enable the implementation of a Sustainable Business Model. This study was conducted through a qualitative approach, and gathered empirical data from three semi-structured interviews and a non-participant observation conducted in the hotel. The findings and analysis, backed by one case study, uncovered six themes, indicating that passion and personal interest along with the involvement of the practitioners (managers), time and allocation of financial investments are all key elements towards the practices related to the implementation of Sustainable Business Models in the context of a luxury hotel.

Denna studie utforskar faktorer som påverkar Svenska konsumenters beslutsfattande vid konsumtion av plagiatprodukter. Förfalskade produkter är imitationer av populära märken som erbjuds till betydligt lägre priser än originalprodukterna. Syftet med studien var att få en djupare förståelse för de faktorer som påverkar konsumenternas beslut att välja förfalskade produkter. Forskarna använde sig av en kvalitativ forskningsmetod och genomförde intervjuer med nio respondenter i åldern 21-27 år. Alla deltagare var svenska medborgare och bosatta i Sverige. Genom tematisk analys undersöktes och analyserades den insamlade datan för att identifiera faktorer som påverkar konsumenternas val av plagiatprodukter. Resultaten av studien identifierade fem huvudsakliga faktorer som påverkade konsumenternas val av plagiatprodukter: pris, kvalitet , sociala aspekter, etiska och tillgänglighet. Pris var den mest framkommande faktor och var den främsta drivkraften bakom beslutsfattandet. Alla respondenter valde plagiatprodukter på grund av det betydligt lägre priset jämfört med äkta lyxvaror. Sammanfattningsvis visar denna studie att priset, kvaliteten och sociala faktorer spelar en viktig roll i konsumenternas val av plagiatprodukter istället för äkta lyxvaror i Sverige. Medan faktorer som etik och tillgänglighet spelade en mindre betydelsefull roll i köpbeteendet. Det lägre priset är den främsta anledningen till att många konsumenter väljer plagiatprodukter, medan vissa även tar hänsyn till kvaliteten och de sociala aspekterna i sitt beslutsfattande. Studien visade också hur svenska konsumenter har mer gemensamt med västländer vad gäller faktorer än östländer. Denna forskning ger insikt i konsumentbeteendet kring plagiatprodukter och kan vara användbar för företag och marknadsförare som vill förstå och nå denna specifika målgrupp. / This study explores factors that influence Swedish consumers' decision-making when consuming plagiarized products. Counterfeit products are imitations of popular brands offered at significantly lower prices than the original products. The purpose of the study was to gain a deeper understanding of the factors that influence consumers' decisions to choose counterfeit products. The researchers used a qualitative research method and conducted interviews with nine respondents aged 21-27. All participants were Swedish citizens and resident in Sweden. Through thematic analysis, the collected data was examined and analyzed to identify factors that influence consumers' choice of plagiarized products. The study's findings identified five main factors influencing consumers' choices of counterfeit products: price, quality, social aspects, ethical and availability. Price was a factor mentioned in all cases and was the primary driving force behind the decision-making process. All respondents opted for counterfeit products due to their significantly lower prices compared to authentic luxury goods. In summary, this study demonstrates that price, quality, and social factors play significant roles in consumers' choices of counterfeit products instead of authentic luxury goods in Sweden. While factors such as ethical and availability played a lesser significant role in the purchasing behaviour. The lower price is the primary reason why many consumers opt for counterfeit products, while some also consider the quality and social aspects in their decision- making process. The study also learned that Swedish consumers have more in common with western countries in terms of factors than eastern countries This research provides insights into consumer behavior regarding counterfeit products and can be valuable for companies and marketers seeking to understand and reach this specific target audience.