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Analyzing the role of entry level luxury products from the new luxury consumer perspective: a case study on the fine Jewelry market segment
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Resumo(s)
The luxury industry is witnessing a major transformation pushed by the rise of the New Luxury
Consumer. To build upon the scope of our CEMS Business Project, this paper focuses on
understanding the role of entry-level products in the Fine jewelry market segment with respect to
the New Luxury consumer. Through a thorough market analysis and semi-structured interviews
with young consumers, we provide our view on the role held by these products and elaborate
suggestions for luxury brands to develop entry-level product lines that satisfy the needs of these
new consumers.
Descrição
Palavras-chave
Luxury Jewelry Entry-Level New Luxury Consumer CEMS MIM