Publicação
Analyzing the role of entry level luxury products from the new luxury consumer perspective: a case study on the fine Jewelry market segment
| Resumo: | The luxury industry is witnessing a major transformation pushed by the rise of the New Luxury Consumer. To build upon the scope of our CEMS Business Project, this paper focuses on understanding the role of entry-level products in the Fine jewelry market segment with respect to the New Luxury consumer. Through a thorough market analysis and semi-structured interviews with young consumers, we provide our view on the role held by these products and elaborate suggestions for luxury brands to develop entry-level product lines that satisfy the needs of these new consumers. |
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| Autores principais: | Laera, Gianluca Cantori |
| Assunto: | Luxury Jewelry Entry-Level New Luxury Consumer CEMS MIM |
| Ano: | 2022 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | The luxury industry is witnessing a major transformation pushed by the rise of the New Luxury Consumer. To build upon the scope of our CEMS Business Project, this paper focuses on understanding the role of entry-level products in the Fine jewelry market segment with respect to the New Luxury consumer. Through a thorough market analysis and semi-structured interviews with young consumers, we provide our view on the role held by these products and elaborate suggestions for luxury brands to develop entry-level product lines that satisfy the needs of these new consumers. |
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