Understanding consumers' response to The North Face's luxury rebranding: an empirical investigation

This dissertation analyses the consumers' response to a potential luxury rebranding of The North Face. This study proposes two rebranding strategies, one coherent with the classic and traditional imaginary of luxury (represented by the brand Stella McCartney), and one coherent with a modern and cutting-edge imaginary of luxury (represented by the brand Balenciaga). They main hypothesis of the study declares that consumers would have a more positive reaction to a classic luxury rebranding, increasing their purchase intentions, recommendation intentions and rebrading interest. The reason of this positive response could be found in higher perceived value and higher perceived product quality. An empirical analysis has been conducted on a sample of respondents, who were randomly assigned to one of the two conditions, to understand which strategy could be more successful and why.