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The economics of hype : the Swatch phenomenon / Simran Mehta.
- Format:
- Book
- Author/Creator:
- Mehta, Simran, author.
- Series:
- SAGE Business Cases
- Language:
- English
- Subjects (All):
- Consumer behavior.
- Marketing.
- Luxury goods industry--Marketing.
- Luxury goods industry.
- Retail trade--Management.
- Retail trade.
- Physical Description:
- 1 online resource.
- Place of Publication:
- London : SAGE Publications, 2026.
- Summary:
- Swatch was under fire after the disastrous launch of its Royal Pop collection, made in collaboration with luxury watchmaker Audemars Piguet (AP). Customers aggressively crowded shopping centers for the chance to own an official AP watch due to its high resale value, triggering a safety crisis that forced Swatch to close a few stores. This case study highlights the effects of hype culture on the retail industry, how it alters consumer behavior, influences marketing campaigns, and has led to the emergence of the resale business model.
- Notes:
- Description based on XML content.
- ISBN:
- 9798348873271
- OCLC:
- 1610678393
- Publisher Number:
- 304048
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