...shoppers want to make a purchase decision, they think first about the retailer’s store brand rather than the list of products. In response, retailers are investing more and more in the creation of truly immersive shopping experiences that allow them to connect with shoppers on an emotional level through customized shopper marketing strategies. To involve the customer has therefore become the purpose of design and merchandising in the new retail environment Given customer expectations, retailers that can connect with customers through experiences that are personally relevant, memorable, interactive and emotional are more likely to increase sales and brand loyalty. These experiences also benefit retailers by helping them to: - Stay relevant through greater shopper engagement - Create new opportunities to appeal to customers’ lifestyle choices and stand out from competition. - Enhance flexibility to respond to changing customer caprice and competitive threats. Inspirations from other retail industries 3- PRADA STORE NEW YORK: Prada Epicenter of New York was provided with technology RFID, in order to improve the in-shop customer service. the Prada salespeople are equipped by a portable RFID Bluetooth readers, that controls also video screens found in the store and allows the demonstration of the products on models and present directly to the customer pictures of the collections and the drawings of the designers. In addition it can provide the customer...
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...shoppers want to make a purchase decision, they think first about the retailer’s store brand rather than the list of products. In response, retailers are investing more and more in the creation of truly immersive shopping experiences that allow them to connect with shoppers on an emotional level through customized shopper marketing strategies. To involve the customer has therefore become the purpose of design and merchandising in the new retail environment Given customer expectations, retailers that can connect with customers through experiences that are personally relevant, memorable, interactive and emotional are more likely to increase sales and brand loyalty. These experiences also benefit retailers by helping them to: - Stay relevant through greater shopper engagement - Create new opportunities to appeal to customers’ lifestyle choices and stand out from competition. - Enhance flexibility to respond to changing customer caprice and competitive threats. Inspirations from other retail industries 3- PRADA STORE NEW YORK: Prada Epicenter of New York was provided with technology RFID, in order to improve the in-shop customer service. the Prada salespeople are equipped by a portable RFID Bluetooth readers, that controls also video screens found in the store and allows the demonstration of the products on models and present directly to the customer pictures of the collections and the drawings of the designers. In addition it can provide the customer...
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...I. Abstract This qualitative exploratory study examines why the luxury online shopping industry has not been more successful in today’s highly digital age. A literature review as well as, a self-conducted study will be used to address this question. First, literature is presented on what luxury goods are and what factors motivate people to consume luxury brands. Next, research is used to describe the consumers of luxury shopping online. Following this, the literature review covers three dilemmas when using the Internet to sell luxury brands. The first describes whether or not brand integrity is diluted on the Internet because of the ability for everyone to have access to these luxury products. The second dilemma concerns whether or not the sensory nature of the luxury shopping experience can be translated onto the Internet. And the third deals with the Internet’s inherent ubiquity and whether that compromises the exclusivity of what luxury brands stand for. Finally, existing literature is used to demonstrate how to measure service quality on the Internet as well as propose web site design issues faced by online retailers. The following section, Section V, describes the research method used in this study to explore how well the design of luxury e-stores meets customer expectations, while conveying the luxury consumption factors without the sensory aspects of a traditional store. The results of this study show that luxury e-stores have a long way to go in terms of replicating the...
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...Looking at luxury: consuming luxury fashion in global cities Professor Louise Crewe, University of Nottingham, UK Dr. Amber Martin, Queen Mary University of London, UK 1: Introduction This chapter explores the growth and transformation of the global luxury fashion market focusing specifically on the flagship stores of the largest global luxury fashion organisations.[1] The conceptual basis of the chapter lies in recent debates about global economic austerity and the future of consumption under conditions of precarity. The chapter focuses on the remarkable resilience of the luxury market in the face of global recession and the slow-down in consumer spending. Luxury consumption and passionate investment are argued to provide one means through which the more deleterious effects of the over-consumption of cheap, throwaway, fast fashion can be effaced. The arguments made in the chapter are both theoretically and empirically significant. Firstly, luxury fashion is empirically an important but neglected area of scholarship and one with a pronounced Geography that requires scrutiny. The luxury fashion market is significant not only in terms of its value but also in terms of its rate of growth which has significantly outpaced that of other consumer goods categories over recent decades. The rate of growth has been driven by a variety of factors, including growing concerns over the economic, environmental and social impacts of throwaway fashion, a desire for more responsible investment...
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...and distributing luxury womenswear, menswear, non-apparel and children swear through a association of retail, wholesale and licensing channels global. (marketline, 2014) McDonald defines Marketing audit is a systematic, critical and unbiased review and evaluation of all the external and internal factors that have affected an organization’s commercial performance over a defined period.(2008,pg.39) Mission Statement The mission of Burberry is to meet customers’ needs and tastes by continuously providing high quality and fashionable products. In addition, the vision is to be the first company to be fully digital and partnering with sales force to build the social enterprise for customers to have full access to Burberry across to any device. (Burberry, 2014 online) Marketing Innovation Extended luxury leadership position in social media and improved Burberry site online. In addition transformation of fashion shows in many countries. Competitor Analysis Competitor Market Strategy Tarket market Strength Weakness Ralph Lauren Magazines,Lower pricing Middle& upper segment, youth Multiplex brand Lack of first rate design Gucci Limited quantity, endorsement, expensive Middle &upper class, hip Established brand image & international presence Instability in management &fashion base Prada Exclusivity, product differentiation, pioneers Middle & upper segment, fashion High prices, brand loyalty, brand quality High prices, availability Value Chain Analysis Primary activities...
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...Duong Dinh Khai 124MDG3889 Case study 1 QUESTIONS 1. How has iPod’s marketing strategy played a key role in its success in Japan? 2. Is iPod’s distribution channel strategy effective? 3. What challenges will the integrated cell phone/mp3 player present for iPod? Base on the successful in late 1970, Apple began to have a plan to capture all the oversea-market. Specially, Europe and Japan. When Apple entry to Japan is a challenge through and arrangement who has a acquaintance with Steve Jobs. Japan is might be called one of the best technology countries. And the culture of Japanese are honestly and loyalty. It’s a very big challenge for Apples to successful in this market. In japan, a few people has ability can pay for pricing of Apple. That’s mean Apple is really under 50% to successful. After Apples fail in Japan. The USA Commerce Department use the failure as a lecture for research for how not to entry Japan market. However, Apples was really successful in 10 years later. Apple was trying to hangover the market and having a strength place in Japan market. But that’s almost depend on Ibook and Imac. 23% of overall was able captured by Apples at the moment. A few years late, Apple introduces the ipods as a new products. And Apple becomes more famous in there market. The Ipods is really innovative and creative. From the outlook to quality of music are be researched clearly by Apple. In every day, it’s over 4000 people from Tokyo and Osaka get line in front...
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...Interbrand: Daniel Diez: (212) 798-7729 Daniel.Diez@interbrand.com Porter Novelli for Interbrand: Alan Marcus: (212) 601-8443 Alan.Marcus@porternovelli.com INTERBRAND RELEASES 13TH ANNUAL BEST GLOBAL BRANDS REPORT Coca-Cola retains the #1 spot — Apple jumps to #2; Facebook enters Top 100 as Google overtakes Microsoft NEW YORK, New York, October 2, 2012 – Coca-Cola, Apple and IBM lead Interbrand’s 13th annual Best Global Brands report. While Coca-Cola retained its #1 position, Apple jumped to #2 with stellar sales in both developed and emerging markets over the last year. Social media giant, Facebook (#69), enters the report after making headlines as the third largest IPO in US history, and Google (#4) experienced a 26% increase in brand value over the last year, exceeding rival Microsoft’s (#5) brand value for the first time in the history of Interbrand’s report. Interbrand, the world’s leading brand consultancy, publishes its Best Global Brands report of the world’s 100 most valuable brands on an annual basis. Interbrand’s methodology - the first of its kind to be ISO certified – analyzes the many ways a brand touches and benefits an organization, from driving bottom-line business results to delivering on customer expectations. To develop its report, Interbrand examines the three key aspects that contribute to a brand’s value: • The financial performance of the branded products or service • The role the brand plays in influencing consumer choice • The strength the brand...
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...Is it effective to use advertising to attract customers? Advertising is one of the methods of product promotion, which also includes direct marketing, public relations, sales promotion and display merchandising. If an advertisement can interest, intrigue and inspire an audience such as the viewers, listeners, readers or sometimes a specific group of people, persuade the consumers that their product is worth buying and generate more sales in return for the company successfully, it is an effective advertising. Manufacturers can advertise through many social medias. For example, newspapers, magazines, TV channels, movie, internet and smart phone application. Advertising is effective in the way that it can spread the message world-wide. Therefore, companies can take advantages of the networks which provides a platform for users to share, produce and collaborate on the contents (Tuten 2008) in order to promote their products. Now let’s discuss different kind of social medias in depth. Newspaper and magazines are daily consumed goods which can be easily obtained by customers. Therefore, updated information promoting the products of the advertiser can be spread out. Although the targeted market of reader is not wide enough as only a group of people will buy newspaper and magazines every day, it is still effective if it can attracts that specific group of people, who will then share their received information to their friends and relatives by verbal. ...
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...-luxury stores are becoming hybrid institutions, embodying elements of both art galleries and museums, within a context of exclusivity emblematic of luxury - Participants take note of the company’s sleekly elegant architecture, interior design, and adroit use of lighting that are modelled after those of museums housing world-class exhibits. The store’s merchandize is artisanal, often produced in collaboration with artists. Objects for sale are displayed alongside actual art, rendering both products equivalent. Employees function as curators, offering guidance and knowledge, as well as goods for sale. We analyze how luxury consumers experience and evaluate the ways in which luxury stores operate as contemporary art institutions, and extrapolate those insights into managerial implications for other retail venues. - According to Kapferer and Bastien (2009), art is the aesthetic and social guarantor of luxury: truly a marriage of culture and luxury. - primary research site, the LV Hong Kong flagship store. focus on consumer perceptions of LV’s strategy of casting art as vital to its success—the first such research to demonstrate how consumers decode and experience a luxury brand’s positioning. We selected two LV stores in Hong Kong as our focus. We collected data over a period of two years (2006–2007) in Hong Kong using an ethnographic approach. interviewed twenty-five people in total, whose ages ranged fromyoung adulthood to middle age. - study limited to participants who regularly...
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...July 2012 BRANDGYM RESEARCH PAPER 6 By David Taylor Managing Partner Can social media show you the money? www.thebrandgym.com Can social media show you the money? About the research The first part of the research was with over 100 senior marketing professionals across Europe, Africa, Asia, the USA and Latin America, covering a broad range of sectors. In addition, we did research with 1000 consumers each in the UK and USA, to compare their actual use of social media* with how marketers think they use it. Read on to see how wrong most marketers are! We have brought to life the findings with examples from our work on brandgym projects, and through interesting case studies we have come across in our blogging and book writing. * To clarify, this study focuses on the creation of content using social media (e.g. Facebook pages, Twitter feeds) and not online advertising on social media sites. In this, our 6th global survey, we ask “Can Social Media Show you the Money?”. The brandgym partners Introduction Social media is a red-hot topic today. Social media is sexy, shiny and new. And it’s also a bit scary, with headlines screaming that the whole world of marketing is changing, and that ‘old’ media like TV advertising is dead. However, data on the brand and business building effects of social media is thin on the ground. We felt it was time to cut through the hype and hysteria around social media, to better understand the role it can play. We wanted to find out: “Can social media show...
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...Problems faced AWC has been facing tremendous competition from their well-established competitors. Under such a competitive landscape, their current marketing strategy has not been productive, resulting in poor branding and a lack of identity for the company. Goals Resources have to be devoted to re-establish the brand and create a differentiating factor for the company. Solution Key proposals highlighted in this report would be to bring in a new limited edition launch (“SevenFriday”) with a uniquely Singapore concept to raise brand awareness in Singapore as well as market via cross channel marketing involving largely social media. Project Outline The IMC program will incorporate various creative media strategies throughout the span of 18...
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...Twitter’s IPO have both highlighted the impact of strong branding and marketing on a successful listing and a share price that soars. Like any asset, a brand needs to be understood, maintained and invested in – and by measuring a brand’s value a company can quantify exactly how much it contributes to revenues and growth, and develop strategies to manage it better. Looking at the strongest brands in the BrandZ™ Top 100 Most Valuable Global Brands ranking across the last eight years, Anastasia Kourovskaia, Vice President of Millward Brown Optimor, shares the common factors that have enabled them to build long-term brand value. It is widely acknowledged that strong brands enable businesses to generate a sales volume and price premium that improves revenues and margins, attract and retain the best employees and facilitate expansion into new products and markets. Analysis by Millward Brown Optimor shows that investment in strong brands lead to consistently higher share prices. Companies with strong brands also lose value less precipitously in a recession, and emerge with a sustainable competitive advantage. This makes understanding how much business value is driven by a brand critical for marketers. Brand valuation quantifies the financial value that brand and marketing create in the business through their impact on the customer purchase decision. It plays a key part in measuring the effectiveness of brand strategy and marketing initiatives, and provides useful insights into strengths, weaknesses...
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...Contents 1) Executive summary 2) Current marketing i. market description ii. product review iii. competitive review iv. channels and logistic review 3) SWOT analysis i. strength ii. weakness iii. opportunities iv. threat 4) Marketing strategy 5) Conclusion Executive summary In 1969, Samsung Electronics was founded in South Korea. The company originally manufactured consumer electronic appliances such as TVs, calculators, refrigerators, air conditioners, and washing machines. By 1981, Samsung had produced over 10 million black and white TVs. In 1988 it merged with Samsung Semiconductor & Communications and started what would be a most profitable global marketing campaign by sponsoring the Olympic Games. Forty years later, Samsung Electronics celebrated its 40th anniversary in 2009 and has developed innovative products, adding interactive systems to further enhance consumer experience. Earlier this year In March 2010, to stay ahead of its competitors, Samsung introduced its revolutionary line of three-dimensional TVs (3DTV) at a New York event, partnered with Dreamworksanimation. Company background On March 1, 1938, founding chairman Byung-Chull Lee started a business in Daegu, Korea, focused primarily on trade export, selling dried Korean fish, vegetables, and fruit to Manchuria and Beijing. In little more than a decade, Samsung which means "three stars" in Korean would have its own flour mills and confectionery machines, its...
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...The paradox of an online presence for luxury brands By Florian Risch Introduction Not all that long ago online retailing was a very uncommon distribution channel for the luxury industry. To many luxury managers, there was no space for luxury products on the world wide web and therefore have been hesitant to move online. Notable international brands such as Versace and Prada did not have corporate websites until 2005 and 2007, respectively1. They mainly feared that selling online and luxury contrasted strongly with each other. However, the changing shopping habits of consumers imply that even luxury product companies have no alternative but to adapt. Today's world is intensely led by the internet. People communicate over the net, they play games with their friends online, they carry out their work and most coherent in this context, they shop online. Research in the last decade proved that online retailing became very popular and still grows in its extent. Affluent consumers are particularly heavy users of the internet. They go online to search for information as well as purchasing there. Up to 90 % of high-income internet users regularly shop online2 and make the internet their number one source of information for luxury products. And countries like China and India, prognosed as the current emerging markets to be the future leading luxury markets, already started to favor the option of online shopping with increasing use. The trend towards online retailing of luxury products...
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...with product proliferation and duplication. Manufacturers rely heavily on line extensions to increase volume, and retailers (often mistakenly) believe stocking more products means selling more products. This has led to an explosion in the number of products available in many retail channels. In the 1950’s, a typical U.S. grocery store carried about 5,000 different items; in the 1990’s, the number topped 30,000. Today, a supercenter carries upwards of 100,000 products! This dramatic increase in the number of products and the expanding footprint of retail stores has made it increasingly difficult for consumers to find their way through stores, differentiate between brands, and assess product quality. In a 2001 consumer survey reported by Marketing Week, 75% of consumers agreed, “These days there are so many products and services that it’s often hard to choose which is best for me.” Further, 78% of consumers said, “Companies like to pretend that their brands are really different, but actually there’s rarely any substantial difference between...
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