ATTENTION/WARNING - NE PAS DÉPOSER ICI/DO NOT SUBMIT HERE

Ceci est la version de TEST de DIAL.mem. Veuillez ne pas soumettre votre mémoire sur ce site mais bien à l'URL suivante: 'https://thesis.dial.uclouvain.be'.
This is the TEST version of DIAL.mem. Please use the following URL to submit your master thesis: 'https://thesis.dial.uclouvain.be'.
 

Modernizing the male image in the luxury industry: proposition of a male oriented concept for Luxembourg

Marques Travessa, Cindy
(2016)

Files

MarquesTravessa_13011000_2016.pdf
  • Open access
  • Adobe PDF
  • 3.57 MB
Download

Details

Supervisors
Ehnert, Ina
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion
Abstract
In recent decades, despite a difficult economic environment, the luxury industry is doing relatively well, thanks to the markets and due to an exceptional communication policy. By analyzing closely, we see that the male sex has been partly neglected by the industry but nowadays it is growing booming. That is why it seems appropriate to address the issue of modernization of a luxury brand and the impact it has on consumers. This latter phenomenon is creating new challenges and opportunities for companies. As a consequence, in order to follow market trends, several luxury brands had to either reinvent themselves or adopt new strategies. By looking closely to the specific needs and preferences of the male luxury consumer in Luxembourg an innovative project for Luxembourg The Gent’s Tailor emerged. The Gent’s Tailor, is a new concept store project in Luxembourg where men will find a number of brands, products and services.