Luxury Brand Strategy of Louis Vuitton Shin’ya NAGASAWA* * Graduate School of Commerce‚ Waseda University Tokyo‚ Japan‚ nagasawa@waseda.jp Abstract: By systematically breaking down th e strategy of the single Louis Vuitton luxury brand into the four Ps (Product‚ Price‚ Place‚ and Promotion)‚ our aim in this paper is to extract the rules or principles of its brand marketing that differ from that of general consumer goods. In other words‚ the object is to distill the rules and principles of
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Conspicuousness of luxury brands In a social set-up‚ consumers tend to behave in a competitive manner such that they settle for the luxuries that would make them conspicuous among their peers and put them on a higher social platform or status. This social behavior is innate in most people. People behave in a manner that seek self-worth‚ glory‚ dignity‚ or simply classy. The attribute of most people to seek class determine their choice of luxury brand. They tend to go for products that are unique
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Tata’s acquisition of Ford’s luxury brands Ford Motor Company announced it will sell its Jaguar and Land Rover divisions to India’s Tata Group. The Tata Group already owns former British stalwarts Tetley Tea and steel company Corus Group PLC. Now‚ it’s looking at a couple more renowned brands -- Jaguar and Land Rover -- a quantum leap in class for a group whose main vehicle business has been making inexpensive cars and trucks for Indians. The luxury brands would give Tata access to the know-how
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Summary This report is prepared on the basis of a survey on a local fashion brand (Deshi Dosh)‚ & it’s a survey to building this brand as a strong brand. The concept of branding has been around for centuries as a means to distinguish the goods of one producer from those of another. In fact the word brand is derived from the Old Norse word brander‚ which means “to burn‚” as brands were and still are the means. Brands identify the source or maker of a product and allow consumers to assign
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Brand and Fashion assignment 2 Lulu Guinness Brand Positioning “Positioning is the act of designing the company’s offering and image so that they occupy a meaningful and distinct competitive position in the target customer’s minds.”(Kotler‚ 1997.) Lulu Guinness is an accessory designer‚ successful for creating a brand which produces exquisite witty handbags and a range of collections‚ such as umbrella‚ sock‚ hosiery‚ scarves and sunglasses. The brand has a strong reputation for expressing “true
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Summary case study “Elie Saab : Growth of a Global Luxury Brand” I. Background Saab‚ born in Beirut‚ was nine years old when he developed an interest in dressmaking. By the time he was 18‚ Saab opened his first atelier with 10 employees. His product line at that time included luxurious evening gowns and wedding dresses. He received extensive media coverage when he featured his first collection at the Casino Du Liban in Beirut. In 1982‚ Saab opened his first workshop in Beirut and began designing
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to your team. I am First year student of International Fashion Branding ( at Glasgow Caledonian Uni.) and lectures such as fashion marketing or fashion branding provided by high skilled fashion editors and buyers ( such as Cara Connell ) are giving me knowledge of fashion history‚ fashion technologies and are preparing me to work like this. I am taking all opportunities that my Uni is giving me‚ this year I already took part of fashion show‚ helping with producing and styling aspects. I also
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MANAGING FASHION & LUXURY COMPANIES Week 1 W1 - Content Fashion & Luxury 1. What is Fashion? 2. New Trends 3. Dream Factor and Media System 4. What is Luxury? 5. Luxury as a Product 6. Luxury as Know How‚ Industry and Business 7. Luxury as a Culture 8. Luxury as a Customer 9. What Luxury is not 10. Fashion and Luxury for Millennials 2 W1 - Content Fashion 1. What is Fashion? 2. New Trends
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member are the employees) * YES NO Questions concerning shopping 3) ------------------------------------------------- Which 3 brands you think of first‚ when you hear „luxury fashion “? 1 2 ------------------------------------------------- 3 4) Tick the shops‚ where you buy luxury fashionable and leather goods Gucci | | Jimmy Choo | | Coach | | Yves Saint Laurent | |
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global brands and the key issues companies need to focus on in order to improve. However‚ few have concentrated on the unique requirements for fashion brands. In addition‚ while research on Asian garment industries have emphasized the need to shift from original equipment manufacturing to original brand manufacturing‚ few have elaborated further on how countries can improve their abilities to produce global fashion brands. By exploring the reasons for the lack of global Asian fashion brands‚ analyzing
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