COLLECTION NAME:
Graduate Thesis Collection
Record
Title:
A Luxury Marketing Guide to Build and Manage Generational Heterogeneity
Creator:
Harris, Madeleine
Subject:
Thesis (M.F.A.) -- Luxury and Brand Management
Subject:
Savannah College of Art and Design -- Department of Luxury and Brand Management
Rights:
Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
Abstract:
“This thesis provides a framework for luxury marketers to build and manage generational heterogeneity. Research and analysis deep dives into the luxury fashion market and generations with purchasing power in 2022. The thesis considers psychographic characteristics such as consumer intent instead of demographic differences. The framework attributes generational heterogeneity to increased customer retention and customer lifetime value.” –Abstract
Keywords: customer retention, identifier, timeless, lifestyle, cohort, purpose.
Keywords: customer retention, identifier, timeless, lifestyle, cohort, purpose.
Publisher:
Savannah, Georgia : Savannah College of Art and Design
Date:
2022-11
Format:
1 online resource: 1 PDF (Thesis, 133 pages, color illustrations, graphs)