Type de document : | Travaux étudiant |
Catégorie : | Mémoire |
Titre : | The control of online resale in the fashion and luxury industry |
Auteurs : | Maxine NYS, Auteur |
Promotion : | 2021 |
Format : | 57 p. |
Présentation : | 57 p. |
Langues | Anglais |
Mention : | Très bien |
Mots-clés : |
Nom Commun COMMERCE ELECTRONIQUE ; CONTREFACON ; IMAGE DE MARQUE ; LUXE ; PATRIMOINE ; STRATEGIE D ENTREPRISE ; SYSTEME D'INFORMATION ; VENTE D'OCCASION ; VINTAGENom Propre CHANEL |
Résumé : | This thesis aims to question the way we can control the resale of second-hand luxury pieces online. To do so, it puts in perspective the different approaches that already exist to get a hold on the lifecycle of the product. The research shows that many initiatives were taken, resale platforms were built and blockchain conquered its place in the fashion industry. But what is the future for the brands themselves to control where their products are going to or who buys them? It is important for a brand to keep their heritage safe before it gets lost. Counterfeiting keeps on evolving and it doesn’t get easier to protect your creations as a brand. The ultimate solution is either to build your own resale department or to combine the existing options with the savoir-faire of the fashion- and luxury houses in the form of a collaboration. There are many ways to make this happen, it is all about maintaining the balance between preserving the brand image, keeping up with the trend of resale, fighting against counterfeit and protecting the heritage of your house. |