Mitali Prospectus
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Transcript of Mitali Prospectus
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8/7/2019 Mitali Prospectus
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Married to Mr. Brand
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MitaliBanerjee
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Thesis Prospectus
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To analyze paradigms in Generation Ys
Customer Loyaltyfor luxury fashion brands
over digital medium
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Problem Statement
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Market Analysis
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Market Analysis
Economic Turbulence
Sales/ revenue/market
share decreased across
all industries
Value re-propositioning Consumers lost trust in
the brands they believed
in!
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8/7/2019 Mitali Prospectus
8/26
Market AnalysisLuxury Fashion Industry
Brandstrading down
Mass-exclusivity, mass-
prestige brands
Rebranding their outreach and
value to consumersheritage,
2 way communication, adjacentbrand line and discounts
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Market Analysis
Digital Mediums popularity increased
*Web 2.0 + Mobile + Ipad revolution
*Social media communication +
Alternate/additional sales channel
Engaging consumers, personalization,empowering consumers with choices
Consumers voice transmission
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8/7/2019 Mitali Prospectus
10/26
Market AnalysisGeneration Yrise in spending power
Those born bet 1978- 1992
increasing disposable income
no heritage association with brands :
open to be convinced to be loyal
high-tech savvy
belong to information age
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8/7/2019 Mitali Prospectus
11/26
Market Analysis
Economic Turbulence
Sales/ revenue/market
share decreased across
all industries
Value re-propositioning Consumers lost trust in
the brands they believed
in!
Digital Mediums popularity increased
*Web 2.0 + Mobile + Ipad revolution
*Social media communication +
Alternate/additional sales channel
Engaging consumers, personalization,empowering consumers with choices
Consumers voice transmission
Generation Yrise in spending power
Those born bet 1978- 1992
increasing disposable income
no heritage association with brands :
open to be convinced to be loyal
high-tech savvy
belong to information age
Luxury Fashion Industry
Brandstrading down
Mass-exclusivity, mass-
prestige brands
Rebranding their outreach and
value to consumersheritage,
2 way communication, adjacentbrand line and discounts
-
8/7/2019 Mitali Prospectus
12/26
Market Analysis
Economic Turbulence
Sales/ revenue/market
share decreased across
all industries
Value re-propositioning Consumers lost trust in
the brands they believed
in!
Digital Mediums popularity increased
*Web 2.0 + Mobile + Ipad revolution
*Social media communication +
Alternate/additional sales channel
Engaging consumers, personalization,empowering consumers with choices
Consumers voice transmission
Generation Yrise in spending power
Those born bet 1978- 1992
increasing disposable income
no heritage association with brands :
open to be convinced to be loyal
high-tech savvy
belong to information age
Luxury Fashion Industry
Brandstrading down
Mass-exclusivity, mass-
prestige brands
Rebranding their outreach and
value to consumersheritage,
2 way communication, adjacentbrand line and discounts
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8/7/2019 Mitali Prospectus
13/26
Primary Objective
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Customer Loyalty
For Luxury Fashion
brands
Over Digital Platform
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Customer LoyaltyDigitalPlatformLuxury
Fashion
Brands
Generation
Y
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Customer LoyaltyDigitalPlatformLuxury
Fashion
Brands
Generation
Y
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Customer LoyaltyDigitalPlatformLuxury
Fashion
Brands
Generation
Y
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Customer Loyalty
Understanding the
Loyalty Economics at work
that influence
passion points
for Generation Y
over digital medium
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Digital
Platform
LuxuryFashion
Brands
Generation
Y
Customer Loyalty
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Digital
Platform
LuxuryFashion
Brands
Generation
Y
Customer Loyalty
Sales channel and
communication
perspective
Aesthetic and
Technicalappeal to consumers
How to add value
for consumers over
this intangible
medium of
communication?
How to deal with
online perceived risk?
Customer Relationship
Management /
Experience
Communication
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8/7/2019 Mitali Prospectus
21/26
Digital
Platform
LuxuryFashion
Brands
Generation
Y
Customer Loyalty
Value chain
Personalization,Customer feedback ?
Role of CustomerService?
Importance of Point ofSale development ?
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Digital
Platform
LuxuryFashion
Brands
Generation
Y
Customer Loyalty
Passion / Touch Points?
Target MarketBRIC,
United States, Others
Women v/s Men
Preferences?
Kind of
medium best
suitable forthe target
Values that
resonates
with the
consumer
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8/7/2019 Mitali Prospectus
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Digital
Platform
LuxuryFashion
Brands
Generation
Y
Customer Loyalty
Sales channel and
communication
perspective
Aesthetic and
Technicalappeal to consumers
How to add value
for consumers over
this intangible
medium of
communication?
How to deal with
online perceived risk?
Customer Relationship
Management /
Experience
Communication
Passion / Touch Points?
Target MarketBRIC,
United States, Others
Women v/s Men
Preferences?
Kind of
medium best
suitable forthe target
Values that
resonates
with the
consumer
Value chain
Personalization,Customer feedback ?
Role of CustomerService?
Importance of Point ofSale development ?
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Questions1. What is the Generation Y loyal to within the luxury fashion industry
Price / Product / Brand .
OR
What are the drivers behind Generation Ys customer loyalty towards aluxury fashion brand
2. How to add / deliver value to Generation Y over digital medium to invite
and retain customers
OR
What kind of rewards/incentives to offer to Generation Y by luxuryfashion brand to inspire customer loyalty
3. From a Generation Y perspective, w.r.t to luxury fashion industry, how
does customer loyalty benefit the brandpositioning strategy ,
competitive advantage , revenue + market share generation ?
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Drivers
Question - 1
Passion / Touch Points?
What makes
Generation Y loyal to
any luxury fashion
brand?
Price
v/s
Product
v/s
Brand equity
Is customer loyalty a profitable area of interest for
a stand alone brand, or is it more effective when
consumers have more choices under a umbrella of
brands?
How can they be
replicated with for
online medium ?
What were the offline
customer loyalty
drivers for a specific
brand. For e.g
Neiman Marcus
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Drivers
Question - 1
Passion / Touch Points?
What makes
Generation Y loyal to
any luxury fashion
brand?
Price
v/s
Product
v/s
Brand equity
Is customer loyalty a profitable area of interest for
a stand alone brand, or is it more effective when
consumers have more choices under a umbrella of
brands?
How can they be
replicated with for
online medium ?
What were the offline
customer loyalty
drivers for a specific
brand. For e.g
Neiman Marcus