Pennacchiotti, Chiara (A.A. 2021/2022) Scarcity as a win-win strategy for luxury brands and customers. Tesi di Laurea in Luxury management, Luiss Guido Carli, relatore Alberto Festa, pp. 90. [Master's Degree Thesis]

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Abstract/Index

Creating the dream: the role of scarcity strategy by luxury brand's side. Description of sector and luxury brands. Scarcity characteristics. Scarcity and exclusivity. Scarcity, brand image and brand value. How try to keep high profit with scarcity strategy. Consequences of scarcity strategy. New ways of using scarcity: sustainable products. Scarcity as double-edged weapon. How customers see and feel scarcity strategy. Inside luxury customers’ psychology. The non-rational effects in luxury. Competition among luxury customers. Luxury customers typology. Scarcity vs democratization. New trends. What about scarcity and democratization? Business case: Hermès. History of the brand. Brand identity and values. About the brand. Hermès and scarcity strategy.

References

Bibliografia e sitografia: pp. 86-89.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Gestione d'impresa (LM-77)
Chair:	Luxury management
Thesis Supervisor:	Festa, Alberto
Thesis Co-Supervisor:	Ibarra, Máximo
Academic Year:	2021/2022
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	15 Nov 2022 13:46
Last Modified:	15 Nov 2022 13:46
URI:	https://tesi.luiss.it/id/eprint/33873

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