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Mémoire
Bachelor thesis

The democratization of luxury and its impact on the image of luxury brands

    2017

85 p.

Mémoire de bachelor: Haute école de gestion de Genève, 2017

Luxe
Produits de luxe
Transition démocratique
English The market for luxury handbags has considerably changed over the last 20 years. It is our hypothesis here that the market of luxury handbags has gone through a phenomenon of democratization. Focusing on the city of Geneva, the present thesis wants to demonstrate that luxury handbags have become more common in the last 20 years. What are the reasons that led to this phenomenon? What is the point of view of luxury brands in Geneva regarding this evolution? This study is an immersion in the world of luxury handbags. In order to better assess the phenomenon of democratization, two aspects seem important to evaluate. First, is this phenomenon real? Can it be tested and proven empirically? And what is the point of view of consumers on this topic? Second, what is the opinion of the companies producing these luxury handbags? Do they agree that a significant change occurred? Are they responsible for these changes, and what is the impact on luxury brands? This research was conducted according to the design thinking method. The first part of the research is based on a quantitative approach to evaluate the consumer behaviour in the market of luxury handbag. About 220 surveys were distributed in the city of Geneva in order to collect various, and accurate data. The second part of the research is based on a qualitative approach. Three luxury companies were interviewed in order to gain insight into the evolution, and the impact of the democratisation of luxury handbags on the brands. The aim of these interviews was to ask general, open-ended questions in order for the representative of the company to freely speak, and to share with the author the information they were willing to. Once the qualitative data were collected, they have been analysed with the empathy map. This tool allows to have a deeper understanding of a context as it not only takes into consideration the words that the speaker is using but also his attitude. This method of analysing qualitative data grants another dimension to the interview, and gives an idea on how confident the speaker is about his statements. Finally, the recommendations are based on the obtained results. Four recommendations have been suggested for luxury companies in order to maintain the positive aspect of the democratization of luxury, and to moderate the negative aspect of it.
Language
  • French
Classification
Economics
Notes
  • Haute école de gestion Genève
  • International Business Management
  • hesso:hegge
License
License undefined
Identifiers
  • RERO DOC 306003
  • RERO R008735990
Persistent URL
https://sonar.ch/hesso/documents/314647
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