China: challenges and opportunities for luxury brands after Covid-19: Gucci case
Riccardi, Alessia (A.A. 2022/2023) China: challenges and opportunities for luxury brands after Covid-19: Gucci case. Tesi di Laurea in Luxury management, Luiss Guido Carli, relatore Alberto Festa, pp. 115. [Master's Degree Thesis]
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Abstract/Index
Luxury market observat. Luxury industry analysis. Luxury goods main markets. China: market evolution and consequences on luxury industry. Chinese consumption patterns before Covid-19, analysis of pre-pandemic consumers’ behaviors and preferences. Covid-19 break-out and implications for luxury brands in China. Changes in Chinese consumption behaviors after Covid-19. Impact of the new trends on luxury brands: how they have been forced to change/redesign their business models? Expectation for the future, new alternatives for brand’s expansion. Gucci case. History of the brand. Penetration strategy for China. Marketing strategies. Coping with counterfeiting and new digital journey. Gucci sustainability effort. New creative director: between excitement and uncertainty.
References
Bibliografia e sitografia: pp. 86-94.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Strategic Management (LM-77) |
| Chair: | Luxury management |
| Thesis Supervisor: | Festa, Alberto |
| Thesis Co-Supervisor: | Fei, Carlo |
| Academic Year: | 2022/2023 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 09 Jan 2024 13:27 |
| Last Modified: | 27 Feb 2024 11:23 |
| URI: | https://tesi.luiss.it/id/eprint/37426 |
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