LUXURY BRAND SHIFTING TARGET INTO THE MILLENNIAL, DOES IT FIT WITH THE INDONESIAN JUNIOR MILLENNIAL MARKET?
At present, millennial generation represents 32% of luxury goods consumers. Forbes predicts this figure will increase to 50% of the total market in 2025. Junior millennial have unique behavioral and value characteristics, this requires companies to understand them better. Luxury goods companies have...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/47616 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |