Revamping luxury : mass customization applied to the luxury goods market
Name
457065367-MIT.pdf
Description
Full printable version
Size
2.22 MB
Format
Adobe PDF
Checksum (MD5)
0bbac01689c7862106ccc9d2ceb7b481
Author(s)
Edouard, Mélissa Susan Caroline Coleman
Advisor(s)
James M. Utterback.
Date Issued
2009
Publisher
Massachusetts Institute of Technology
Abstract
This thesis seeks to understand how the crisis has impacted the definition of luxury goods in the mind of consumers and the implications this has for luxury goods companies. It also aims to present Mass Customization as one solution to this shift in ideals and as means for companies to form deeper connections with consumers thereby creating a more sustainable competitive advantage. The thesis begins by analyzing the impact of the current crisis on luxury consumers, products, marketing and branding, and distribution channels. It then presents Mass Customization as a solution by giving concrete examples of its application at each stage in the value chain with a focus on the apparel and leather goods segments.
Description
Thesis (M.B.A.)--Massachusetts Institute of Technology, Sloan School of Management, 2009.
Includes bibliographical references (p. 41).
Subjects
Sloan School of Management.
MIT Department
Sloan School of Management
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