Articles filed underConsumer behavior

This element influences the perceived gender of a brand [Branding]
By Pierre-Nicolas Schwab • 5 september 2022
Multiple pieces of research in the field of Branding have shown that consumers associate certain brands with the male gender and others with the female gender. However, the question remains: Why do consumers assign a gender to a brand? This is the…
- Research
E-commerce: will the crisis mark the end of free returns?
27/07/22
Free returns have been a driving force in the development of e-commerce and customer loyalty. It is estimated that the average return rate (1 product out of 4) in e-commerce is 25% compared to 8% in physical commerce. Yet returns have a cost: financial and environmental.…
- Marketing
Pricing: 6 techniques to influence consumers
11/07/22
Pricing is the technique that aims to set the best price for the company. The ideal pricing maximizes the company's profits while minimizing the risk that the customer perceives it as too high. It is, therefore, a subtle balance that…
- Marketing
Luxury watches for men: analysis of a market in full swing
By Pierre-Nicolas Schwab •10 june 2022
In times of war, only two things retain their value: a Rolex and gold. This famous adage has been illustrated in recent months by the explosion in the price of luxury watches for men. It's pretty simple: there is nothing left to…
- Marketing
Luxury product packaging: an incredible parallel market
By Pierre-Nicolas Schwab •18 may 2022
Vuitton paper bags that sell for a few euros, empty Hermès boxes for a few dozen euros, luxury watch cases without their precious watch for several hundred dollars. Classified websites are full of this type of offer. How can we explain…
- Marketing
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Will responsible consumption resist inflation? [Analysis]
By Pierre-Nicolas Schwab •6 may 2022
In a recent survey, responsible consumption, particularly recycling, appears to be a fundamental trend. 74% of consumers say they buy responsible products at least occasionally. But how will this quest for responsibility evolve in the face of inflation and the resulting impoverishment? This…
- Marketing
Investing in the metaverse: 3 reasons to get started [Analysis]
By Pierre-Nicolas Schwab •4 may 2022
Investing in the metaverse is very trendy. In particular, in the fashion and luxury industries, companies are showing significant interest. If we can debate the generalization of the metaverse or the ethical problems it poses, one thing is sure. The metaverse is a reservoir of…
- Innovation