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What is Paninari

Chapter 12
Developing Successful Global Strategies for Marketing Luxury Brands
It is a phenomenon born in the 80’s in Italy and it is linked with the need to wear luxury clothes.
Published in Chapter:
Generations' Attitudes and Behaviours in the Luxury Sector
Chiara Giachino (University of Turin, Italy), Bernardo Bertoldi (University of Turin, Italy), and Augusto Bargoni (University of Turin, Italy)
Copyright: © 2021 |Pages: 16
DOI: 10.4018/978-1-7998-5882-9.ch012
Abstract
The luxury sector needs to adapt its strategies to the digital advent, the online purchasing, and new young customers who have different behaviors and attitudes with respect to older generations. Young generations (Millennials and GenZ) signed a deep change for companies and influenced the way of doing business. They tend to gather information online, they share their opinions, and they pay attention to how companies behave. Since they represent a big part of the market, it is fundamental to understand if the luxury sector is relevant for them and how they consider luxury brands, for example, Moncler. Through an online questionnaire, a comparison between young and old generations has been realized.
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