acquired other luxury retailers to continue to grow horizontally and to increase economies of scope. The economics of the luxury goods industry changed forcing Gucci to modify its strategy. Consumers demand shifted from classic style buyers to style conscious buyers. Gucci not only had to change due to the economics of the industry but they also had several problems with their existing structure. Hence Gucci made the following moves to reposition it to compete in the new economics of the luxury goods industry
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Case Study – Cunard Line‚ Ltd. Problem Cunard is facing a problem as to whether their marketing efforts should go towards tactical promotions or if they should be applied to marketing the overall brand while facing the effects of a recession. Analysis Overview Cunard Line Ltd. is a cruise line that represents luxury and class providing four to five star cruise ship options. Their overall target market is mature adults with mid to very high income-levels. A lot of the marketing efforts put forth
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3.2.1 Brand Equity Earning the royal seal of approval and outfitting the Royal Army placed Burberry on the map as “the original British luxury brand” but somewhere along the line‚ it became the raincoat brand known more for outfitting stuffy elder statesmen than the cloth of choice for the glamorous rich and famous. Burberry revamped its brand image‚ hiring new designers who took the signature plaid from raincoats to bikinis. Recent ads featuring British fashion icons like Kate Moss and Stella Tennant
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CONCEPT OF LUXURY BRANDS Contents I – LUXONOMY 1. The Basic Definition of Luxury 2.1. The Necessity-Luxury Continuum 2.2. The Relativity of Luxury 2.3. General Perspective for the Definition of Luxury 2. The Major Understandings of Luxury by Area of Research 3.4. The Philosophical-sociological Understanding of Luxury 3.5. The Micro-economic Understanding of Luxury: Luxury Goods 3.6. The Managerial Understanding of Luxury: Luxury
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LUXURY BRAND MARKETING What is LUXURY? While the word ‘luxury’ is used in daily lives to refer to certain lifestyle‚ the underlying construct’s definition is consumer and situation specific. If you earn less than 15000 a month‚ a pair of reebok shoes would be a really big luxury item for you. On the other hand‚ if you are going to a party with some big-wigs a $100‚000 car may not be a luxury. The word luxury originates from the Latin term “luxus” signifying‚ “soft or extravagant living‚ indulgence
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Recess a Luxury or Necessity? Giggling and wiggling‚ their attention is no longer on the fractions at hand. Should the discipline for this unruly behavior be no recess? Many teachers and principals are deciding classroom time is far more important than unstructured play. Suspending or cutting into recess may seem like the correct disciplinary action; however the actual effects it has on the children’s learning is drastic. Recess is important to not only cognitive learning‚ but to the social side
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VERTU presentation for “Branding for Luxury Products” course. HISTORY The VERTU originally started in 1998 in Great Britain‚ now wholly owned subsidiary of Finnish company Nokia. The same year founder and Chief Designer‚ Italian Frank Nouvo began putting his ideas for Vertu on paper and the board of Nokia gave the project a green light. Frank Nuovo was a design strategist at Nokia from 1995 to 2006‚ when he left to become Vertu’s
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entry and exit‚ and the character and the strength of the competition. Strengths An upsurge in buyer demand triggers a race among established firms and newcomers to capture the new sales opportunities. Such is the case in the Chinese auto market. "The urge to splurge" on luxury represents a new phase for China’s car industry‚ the world’s second largest auto market. As overall sales in China are swelling‚ it is a particular concentration of prestigious brands that care causing the high end of
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Chapter2 The Indian Luxury Consumer: Rapidly maturing and looking for more Any study of the luxury market needs to conclusively address core questions around the luxury customer - Who‚ What and Where. To fully understand answers to these questions‚ we interviewed existing and prospective customers across various locations‚ income and age groups. We also interviewed industry leaders across all luxury categories on the Indian consumer and the changes that they have observed over the last few years
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Coach Inc.: Is Its Advantage in Luxury Handbags Sustainable? 1. What are the defining characteristics of the luxury goods industry? What is the industry like? 2. What is competition like in the luxury goods industry? What competitive forces seem to have the greatest effect on industry attractiveness? What are the competitive weapons that rivals are using to try to outmaneuver one another in the marketplace? Is the pace of rivalry quickening and becoming more intense? Why or why not? 3. How
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