Marketing luxusních výrobků zaměřený na mileniály: potřeba CSR strategie

Millennials, or Generation Y, are a generation with unique preferences and habits, which is now reaching full maturity and is becoming more visible on all markets. This thesis focuses on correlation between millennials’ decision-making about the purchase of luxury apparel and CSR initiatives implemented by luxury brands. Theoretical approach on Generation Y shows that millennials are rather self-oriented, but conscious and collectively responsible at the same time. Moreover, theoretical frameworks and case studies analysing CSR strategies being an efficient marketing tool for luxury brands, when addressing Generation Y, are reviewed. The main findings of this Diploma thesis proves that luxury brands are aware of new consumers’ values and are starting to make high emphasis on Corporate Social Responsibility. In general, CSR initiatives are implemented in areas that relate to brand’s operation, such as human rights, treatment of animals and environmental impact. Empirical research, conducted through analysis of data obtained by questionnaire, highlights that millennials’ purchase decisions can be influenced by brand’s ethics. Moreover, luxury brand’s image and reputation can be significantly hurt by information on unethical practices, which will lead to loss of millennial customers. My conclusion is that CSR is becoming one of the main driving factors influencing the millennials’ willingness to buy the luxury apparel.