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Hip Hop Culture

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Submitted By lilju
Words 289
Pages 2
Research topic:

The process of democratization of luxury by Hip-Hop culture.

Research question:

Does the use of Luxury in the Hip-Hop culture contributing to the democratization of Luxury brands ? this industry in a bad way?

Abstract
Shopping has become a very wide word. In the developed countries, even the most traditional shop has been impacted in some way by technological revolution, with regards to the selling process or the management one. Besides, the web is a distribution channel in itself and has reached some good performance. However, this shedding certainly carries a risk: the one of seeing costly points of sales deserted by the younger customers, damaging the image of brands.
The time is at creating intermediate models that will allow to fill-in this gap. In the last years, we observed the rising of a concept, strongly linked with ephemeral: the so-called “pop-up”, may it be a store, an exhibition or another brand demonstration. Does it really have to do with sales or is it a marketing matter? This paper will propose an analysis of the motivations of the companies and measure the reception on the consumer side. The research will focus then on the opportunities of such a concept in China and India, where it is now limited. The study of these two large markets in particular will be supported by secondary and primary data. The primary research will be resulting from a survey conducted driven to more than one hundreds respondents from around the world. It will provide some recommendations for managers having an interest in merchandising techniques in the developed and developing markets.
Keywords: merchandising; disruption; avalanche diffusion; consumer’s behavior; guerrilla; ethno-marketing; gradient; semantic; crystallization process; return on invest; asymmetry

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