Mitali Prospectus

8/7/2019 Mitali Prospectus

1/26

Married to Mr. Brand


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MitaliBanerjee


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Thesis Prospectus


4/26

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!


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


9/26

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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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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Market Analysis

Economic Turbulence



all industries



in!







Generation Yrise in spending power





high-tech savvy


Luxury Fashion Industry

Brandstrading down


prestige brands





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Market Analysis

Economic Turbulence



all industries



in!







Generation Yrise in spending power





high-tech savvy


Luxury Fashion Industry

Brandstrading down


prestige brands





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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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Fashion

Brands

Generation

Y


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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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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


23/26

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


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


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


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

Documents

Mitali Prospectus