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Simulation and segmentation of the luxury fashion market based on individuals- preferences for luxury and sustainabilty attributes
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Resumo(s)
Environmental sustainability is a current widespread concern of many consumers and
businesses. The purpose of this thesis is to analyze if consumers give value to environmental
sustainability in their luxury fashion purchases. Additionally, this research explores
consumers’ current knowledge on the sustainability efforts in this industry, mainly of known
brands such as Gucci, Versace, Brunello Cucinelli, Dolce & Gabbana and Stella McCartney.
To do so, methodologies such as perceptual mapping, conjoint and cluster analyzes were
performed. Our main findings indicate an active want from consumers of more sustainable
luxury fashion items, particularly those made out of eco-friendly materials.
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Market research Cluster analysis Cluster analysis Sustainability