Ciciotti, Lidia (A.A. 2022/2023) Reshaping the luxury watch ecosystem: can start-ups selling pre-owned watches enhance brand hype in the globalization era? Insights into Rolex and beyond. Tesi di Laurea in Luxury management, Luiss Guido Carli, relatore Alberto Festa, pp. 127. [Master's Degree Thesis]

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Abstract/Index

Literature review. Re-luxury, the second life of luxury. Contextualization of the topic. The second-hand phoenomenon. The dynamics of the second-hand market. Analysis of pre-owned luxury watches. The characteristics of luxury watches. Industry analysis. The disruptive startups selling pre-owned luxury watches. Social media as a community building tool. Experimental analysis: case studies. The methodology of quali-quantitative analysis. Business model analysis of the control sample: Rolex case studies. Speculative bubble, between stocks and collections. Business model analysis of the research sample: Watchfinder & Co. and Watchbox case studies. Benchamark analysis between the control and research sample. Analysis of the average resale price compared to the original price. Consumer mind impact: survey, interview and analysis of results. The secondary market as a final assessment of business opportunities for brands, recommendations and future impacts. Can start-ups selling pre-owned watches enhance brand hype?

References

Bibliografia: pp. 117-120. Sitografia: pp. 121-122.

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:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	10 Jun 2024 13:28
Last Modified:	10 Jun 2024 13:28
URI:	https://tesi.luiss.it/id/eprint/38841

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