COLLECTION NAME:
Graduate Thesis Collection
Record
Title:
Stepping up to the Future Luxury Men's Store: Innovation Comes from Interaction: 21st Century Innovative Men’s Physical Store Business Model Targeting the Golden Youth Male Luxury Consumers
Creator:
Lee, Chi In
Subject:
Thesis (M.F.A.) -- Luxury and Fashion Management
Subject:
Savannah College of Art and Design -- Department of Luxury and Fashion Management
Rights:
Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
Abstract:
Stepping up to the Future Luxury Men’s Store: Innovation Comes from Interaction is a master’s
thesis that seeks to address how a luxury men’s physical store can be innovatively developed by
understanding the influential luxury consumers, the Golden Youth male consumers. The Golden
Youth male consumers are older millennials, aged 25 to 34 years old who appreciate luxury
products distinctly unlike traditional luxury consumers. The thesis defines the significance of this
target consumer group and understands the evolution of the retail and luxury market through
market interviews, observations and secondary research. Conducting in-depth market research
allows the thesis researcher to find the market’s driving forces and trends. The perception toward
luxury brand products has been modified to the target consumers with their digitalized lifestyle
and shopping behaviors. Although today’s customers live in a digitalized era, e-commerce
retailers are moving forward to open brick-and-mortar stores. The thesis finds a physical store
has its own role that can deliver an experiential shopping experience. The practical outcome of
this thesis proposes an ideal luxury men’s store model that provides unique shopping experiences
with seamless customer service by integrating offline and online platforms in a physical store.
The thesis’s brick-and-mortar store delivers technologically forward and touchable environments
to interact with the Golden Youth male consumers. Incorporating the latest technology in the
luxury men’s store and understanding the consumer’s perception contribute to building the 21st
century innovative luxury men’s physical store model.
thesis that seeks to address how a luxury men’s physical store can be innovatively developed by
understanding the influential luxury consumers, the Golden Youth male consumers. The Golden
Youth male consumers are older millennials, aged 25 to 34 years old who appreciate luxury
products distinctly unlike traditional luxury consumers. The thesis defines the significance of this
target consumer group and understands the evolution of the retail and luxury market through
market interviews, observations and secondary research. Conducting in-depth market research
allows the thesis researcher to find the market’s driving forces and trends. The perception toward
luxury brand products has been modified to the target consumers with their digitalized lifestyle
and shopping behaviors. Although today’s customers live in a digitalized era, e-commerce
retailers are moving forward to open brick-and-mortar stores. The thesis finds a physical store
has its own role that can deliver an experiential shopping experience. The practical outcome of
this thesis proposes an ideal luxury men’s store model that provides unique shopping experiences
with seamless customer service by integrating offline and online platforms in a physical store.
The thesis’s brick-and-mortar store delivers technologically forward and touchable environments
to interact with the Golden Youth male consumers. Incorporating the latest technology in the
luxury men’s store and understanding the consumer’s perception contribute to building the 21st
century innovative luxury men’s physical store model.
Abstract:
Keywords: luxury menswear market, innovative men’s store, Golden Youth male, Millennial male consumers, brick-and-mortar business model
Publisher:
Savannah, Georgia : Savannah College of Art and Design
Date:
2015-05
Format:
PDF (147 pages) : illustrations (some color), maps, plans