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The overall aim of this research is to investigate the ambivalence between the positive and negative aspects of customisation in the specific context of gift giving. The propensity of the consumers to engage in a customisation task despite the challenges associated with the process will be examined. As such, the objective of this research is to deepen the understanding of the reasons why consumers take the trouble of creating products for recipients rather than purchasing standard gifts.
Following an extensive career as brand manager in global luxury and cosmetic groups (Hermès, LVMH, Richemont Group), I entered the academia in 2016.