• search hit 15 of 132
Back to Result List

Brand Cooperation as a Marketing Tool for International Luxury Fashion brands to Attract Generation Z

  • The subject of this bachelor thesis is the increasing number of brand cooperations in the luxury fashion industry with the simultaneous increase in Generation Z customers. This thesis aims to discover why and to what extent luxury fashion companies must adapt their marketing measures to reach this new generation of luxury buyers. In ad- dition, the question is to be answered whether brand cooperation can be used as an ideal marketing instrument to address Generation Z. To be able to answer these ques- tions detailed literature research will first be conducted to subsequently confirm, refute or supplement the findings by conducting a qualitative study in the form of expert interviews.

Download full text files

  • BachelorThesisJaninaKlostermannIBMAN.pdf
    eng

Export metadata

Additional Services

Share in Twitter Search Google Scholar Statistics
Metadaten
Author:Janina Klostermann
Referee:Sabine Haller
Advisor:Andrea Rumler
Document Type:Bachelor Thesis
Language:English
Date of first Publication:2022/08/10
Publishing Institution:Hochschulbibliothek HWR Berlin
Granting Institution:Hochschule für Wirtschaft und Recht Berlin
Release Date:2023/01/30
Tag:Generation Z, Brand Cooperation, Luxury, Marketing
Institutes:FB I - Wirtschaftswissenschaften / International Business Management (IBMAN) B.A.
Licence (German):License LogoUrheberrechtsschutz