Revamping luxury : mass customization applied to the luxury goods market

This thesis seeks to understand how the crisis has impacted the definition of luxury goods in the mind of consumers and the implications this has for luxury goods companies. It also aims to present Mass Customization as one solution to this shift in ideals and as means for companies to form deeper connections with consumers thereby creating a more sustainable competitive advantage. The thesis begins by analyzing the impact of the current crisis on luxury consumers, products, marketing and branding, and distribution channels. It then presents Mass Customization as a solution by giving concrete examples of its application at each stage in the value chain with a focus on the apparel and leather goods segments.

Department dc:contributor.department

Sloan School of Management.

Grantor dc:publisher

Massachusetts Institute of Technology

Year dc:date.issued

2009

Author dc:creator

• Edouard, Mélissa Susan Caroline Coleman

Advisor dc:contributor.advisor

• James M. Utterback.

• Sloan School of Management.

Statement dc:rights

• M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission.

Licence dc:rights.uri

• http://dspace.mit.edu/handle/1721.1/7582

Language dc:language.iso

eng

Handle dc:identifier.uri

http://hdl.handle.net/1721.1/49775

OAI identifier oai:identifier

oai:dspace.mit.edu:1721.1/49775