Merenda, Stefano (A.A. 2020/2021) Strategic recommendations to Qatari emerging fashion brands: a multi method approach for the local entrepreneurs’ success. Tesi di Laurea in Fashion management, Luiss Guido Carli, relatore Carlo Fei, pp. 102. [Master's Degree Thesis]

Preview

PDF (Full text) Download (2MB) | Preview

Abstract/Index

Research methodology. Overview of the luxury & fashion industry in the Middle East. A brief history of fashion in the Middle East. Opportunities for fashion companies in the region. An attractive market for luxury brands. Qatar: the new land of pportunities. Literature review. Trends and correlations. Analysis of past papers. Qatar investors and the fashion industry. Toward a retail oversupply. Government support and creative incentives for local designers. The local offer: an inside look at Qatari fashion brands. Insights from the emerging market. Hissa Haddad: luxury footwear. Trifoglio: jewellery and leather goods. Verve: sports and casual wear. Harlienz: modest fashion and traditional wear. Focus group discussion. Analyzing Qatari fashion customers. Research method. Questionnaire results. Analysis of the results. Recommendations to local brands. Invest in physical retail. Modest fashion as a market to further exploit and understand. Look for investments. Re-examine the pricing strategies. Develop a structured social media communication strategy and enhance the online penetration.

References

Bibliografia: pp. 96-98.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Management, English language (LM-77)
Chair:	Fashion management
Thesis Supervisor:	Fei, Carlo
Thesis Co-Supervisor:	Festa, Alberto
Academic Year:	2020/2021
Session:	Extraordinary
Deposited by:	Alessandro Perfetti
Date Deposited:	23 Aug 2022 12:21
Last Modified:	23 Aug 2022 12:21
URI:	https://tesi.luiss.it/id/eprint/32992

Downloads

Repository Staff Only

View Item