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Mass customisation in the luxury industry: An answer to consumers’ needs or a risk of diluting the branding efforts?

Lengelé, Justine
(2016)

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JustineLengelé_68781000_2016.pdf
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Details

Supervisors
Schuiling, Isabelle
Faculty
Louvain School of Management
Degree label
Master [120] en Ingénieur de gestion
Abstract
The competition in the luxury industry is increasing as the industry itself is getting broader and broader due to the “luxurification” of the society (McMahon-Beattie & Yeoman, 2006). In this context, mass customisation can appear as a differentiating tool for luxury brands (Piller, 2004). Hence, some luxury brands have rushed in developing a mass customisation offer, with more or less success. In the academic world, although many articles concerning mass customisation have been written, very few of them tried to link mass customisation and the luxury industry. The aim of this thesis is to analyse if mass customisation appears as a promising strategy for luxury brands.