LUXURY CONSUMER BEHAVIOUR DURING THE COVID PANDEMIC. THE REDISCOVERY OF THE STRONG VALUE OF THE INSTORE EXPERIENCE PROMOTED BY THE DIGITAL WORLD.
Anna Claudia Pellicelli, Carola Romana Garrone
- LanguageENG
- URLhttp://db.koreascholar.com/Article/Detail/410242
Global Fashion Management Conference
2021 Global Fashion Management Conference at Seoul
(2021.11)
pp.204-220
pp.204-220
글로벌지식마케팅경영학회
(Global Alliance of Marketing & Management Associations)
Table Content
ABSTRACT
METHOD
INTRODUCTION
The history of the luxury market
The democratisation of the luxury market
The many consumers of luxury goods and the focus of Generation Y and the Millennials
The revenge of retail
Boutiques reopen and experience-based marketing wins, with new forms of shopping.Focus on the Pop up store.
The luxury sector during Covid and the importance of the online channel
Fashion brands lead the recovery. The case histories of Tiffany and Moncler
Consumer reactions during Covid: market questionnaires
The consumer educates the brand
REFERENCES
METHOD
INTRODUCTION
The history of the luxury market
The democratisation of the luxury market
The many consumers of luxury goods and the focus of Generation Y and the Millennials
The revenge of retail
Boutiques reopen and experience-based marketing wins, with new forms of shopping.Focus on the Pop up store.
The luxury sector during Covid and the importance of the online channel
Fashion brands lead the recovery. The case histories of Tiffany and Moncler
Consumer reactions during Covid: market questionnaires
The consumer educates the brand
REFERENCES
Author