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Changes in consumer behaviour and their effect on the luxury accessory business.

Sandra Mittica

Degree Thesis International Business 2012

DEGREE THESIS Arcada Degree Programme: Identification number: Author: Title: Supervisor (Arcada): Commissioned by: Abstract: This research was designed to find out whether changes in consumer behaviour in recent years have had an effect on the sales of luxury branded accessories. This research is significant to luxury brands and in particular those selling accessories in the fashion industry. Its players range from storeowners to merchandisers and business executives. The aim of the research was to determine whether the perception of luxury has depreciated due to changes in consumer behaviour and whether luxury accessories have become more available on the market and whether this fact makes the brands less luxurious. Factors such as changes in communication, globalization, social networking, mass consumption, cultural homogenization, e-tail, celebrity branding and the recession of 2007 have had an effect on consumer behaviour. In order to find out the main changes of consumer behaviour the author has collected data from a wide range of literature e.g. academic sources and journals that represent the theory part of the research. According to the research done, interviews were conducted and compiled per oral and written form and sent out to luxury retailers, as part of the case study and its subsequent analysis. Finally, the author was able to compare and contrast results of the theory in parallel to the company cases in comparison with a report done on luxury spending habits published by American Express, as part of the discussion of this research. International Business 11697 Sandra Mittica Changes in consumer behaviour and their effect on the luxury shoe business. Sveinn Eldon

Keywords: Number of pages: Language: Date of acceptance: Consumer behaviour, branding, luxury 52 English 2012 consumerism, consumption,

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