Book: Generation Y and Luxury

«83% of 18-30 year olds do not find shocking to buy a luxury in times of crisis,» according to a 2013 study Meltygroup. Thwarting all assumptions, Millennials like and buy luxury. But in return, it requires that luxury transforms and adapts to them. Both compulsive and thrifty fans and rebels, classic but also modern, those new consumers are crucial in the future of luxury goods, fashion and beauty. But how to understand them, conquer them, retain them? Answering this question is the purpose of this book writen for professionals of luxury, fashion, beauty and students. Everyone will find there: • A trend book illustrated by numerous case studies; • 22 strategic tools dedicated; • Results of client surveys; • a synthesis of 100 interviews. My work: Data and insight gathering -Cultural analysis and semiologic analysis of Tumblr -Writing case studies -Brainstorming with the team on relevence and importance of trends and tools -Conducting surveys