La influencia del fenómeno Hypebeast en el proceso de decisión de compra online de millennials. Caso: Future Visions.
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Authors
Vargas Flores, Claudia AraceliAdvisors
Arbaiza Rodríguez, Francisco AntonioIssue Date
2020-09-10Keywords
Moda de lujoHypebeast
Consumo
Millennials
Estrategia digital
Luxury fashion
Consumption
Millennials
Digital strategy
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The influence of the Hypebeast phenomenon on the online purchasing process of millennials. Case: Future Visions.Abstract
La creación de un nuevo segmento dentro de la moda de lujo en la que convive con el Streetwear o moda callejera, ha propiciado el nacimiento del fenómeno Hypebeast, una dinámica de consumo popular entre el público millennial que consume lujo. Esta dinámica consiste en valorar la reputación de la marca, la exclusividad y la estética de las prendas para generar un alto nivel de expectación o entusiasmo alrededor de éstas. Esto exige a las marcas de moda que reinventen sus estrategias de comunicación al entorno digital para adaptarse a un nuevo consumidor global de lujo más empoderado en su proceso de decisión de compra. Al ser un acontecimiento particular en la comunicación digital de moda, hay pocos trabajos académicos que lo contemplan. La presente investigación tiene como objetivo analizar la influencia del fenómeno Hypebeast en el proceso de decisión de compra online de millennials, tomando como caso de estudio a Future Visions, la primera boutique de Streetwear en el Perú. Para ello, se optó por la metodología de análisis de caso con enfoque cualitativo y la técnica de entrevista a profundidad, lo cual nos permitirá entender el fenómeno desde el punto de vista de cada participante.The creation of a new segment within luxury fashion in which coexists with the culture of Streetwear, has led to the birth of the phenomenon Hypebeast, a popular consumer dynamic among its millennial audience that consumes luxury. This dynamic consists in valuing the reputation of the brands, the exclusivity and aesthetics of the clothes to generate a high level of hype around them. This requires them to reinvent their communication strategies to the digital environment to suit a new luxury global consumer more empowered in their purchasing decision process. Being a particular event in fashion digital communication, few academic papers contemplate it. This research aims to analyze the influence of the Hypebeast phenomenon on the online purchasing process of millennials, taking as a case study Future Visions, the first boutique of Streetwear in Peru. For the development of this research will be used the methodology of case analysis with qualitative focus and the technique of in-depth interview, which will allow us to understand the phenomenon from the point of view of each participant.
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info:eu-repo/semantics/openAccessLanguage
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