During the last five years, a trend is increasing in the universe of streetwear, retro products inspired of the decades 1970-80.
Bernard Cova, Professor at ESCP-Europe in Paris, demonstrated in many of these works that the fear of globalization led many consumers to turn to the past and to look for authenticity.
The consumer brands have understood this and have developed the concept of “mass customization” to appear authentic. And footwear industry is a perfect example of mass customization with models such as Converse or Air Jordan.
But what I mainly am interested because I intend in a close future is to create a company and I want to demonstrate that it is possible for a brand of sneakers (sport shoes commonly worn in the lives of all day) to ride this wave of authenticity to catch consumers.
This is why, after having defined the authenticity, I will study in this thesis research the different possibilities for a company to look authentic and in a second time, determine which possibilities a start-up could use it and in what ways.
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