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Gen Z & Luxury Marketing
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詳細
How old are you exactly?
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Do you belong to Generation Z (born between 1995 and 2010)?
Yes
No
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Do you feel you belong to this generation?
Yes
No
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In which country do you live?
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When you buy a luxury item, which kind of value are you seeking for ?
Conspicuous value: Consumers can be driven by the desire to display wealth and social status by buying luxury items that are highly noticeable by others.
Unique value: To fulfill the need of certain consumers to differentiate themselves from others to contribute to self-worth and individuality.
Social value: To signify the affiliation to a specific social group, and to reinforce the personal sentiment of membership to these groups.
Emotional value: The pleasure and excitement provided by the consumption if luxury items, which increase personal happiness.
Quality value: The belief that luxury items offer superior quality and performance that legitimates their high price.
None of the above
その他:
If you checked "non of the above", what are you looking for when it comes to buying luxury ?
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Would you be keener to buy luxury if luxury brand adopted stronger positions in favor ethics, equality or activism ?
Yes
No
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If yes, what should it stand for ?
Inclusivity
Sustainability
Ethics
Women rights
Peace
Diversity
その他:
If no, why ?
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Do you feel luxury marketing campaign are relevant to target you as a consumer ? Does it makes you want to buy luxury?
Yes
No
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Do you have in mind any striking luxury marketing/communication campaign?
Yes
No
その他:
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If yes, can you describe it?
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Which kind of luxury marketing campaign would you feel the most responsive to?
An advertisement aiming to maintain a sense of mysticism around the identity and product of the brand
An advertisement focusing on transparency, explaining clearly how the products are made, by whom, where, ecological impact...
Both
その他:
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Among these different options, which are the most important for luxury brands ?
Helping causes through financial support
Helping causes by integrating them in the brand's business (having big sizes for clothes to unmarginalize big people for example)
Both
None of the above
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Would you agree to add a activist value (
intentional and purposeful action or involvement in promoting, impeding, or bringing about social, political, economic, or environmental change)
to the previous list?
Yes
No
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Can you select the marketing platform you feel the most responsive to?
Street advertisings
Social network
TV
Internet advertisement
SUSTAINABILITY Would you feel more attracted to a luxury brand if they had a repair and resale (at a lower price) service for its own garments ?
Yes
No
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INCLUSION & DIVERSITY Would you feel more attracted to a luxury brand if they had every sizes available for any types of corpulence?
Yes
No
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INCLUSION & DIVERSITY Would you feel more attracted to a luxury brand if they offer unisex garments?
Yes
No
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