Practices Brand Portfolio and Map Brand Portfolio Brand Concept Board Product Development Retail Strategy Marketing Analysis 4 P’s Ideal Customers Competitor Analysis SWOT Analysis Distribution and Supply
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in fashion marketing, the power of purchasing is relatively reduced since Finance Crisis all over the world. According to the statistics, the Consumer Confidence Index (CCI) has been kept relatively stable in the low level since finance crisis, especially in European countries and America, mainly in the developed countries (Isabella 2010). At same time, it shows the consumers expect less for the future; they spend most of their money on the necessities, reducing the budget on the luxury products and
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with a differentiated business-level strategy. Gucci provides value to their customers with high quality luxury goods which consist of unique product features in relation to their rival competitors. One example of Gucci’s distinct quality is the prestigious image of their brand name using the famous “GG” logo on their items. Gucci is a successful firm in the luxury goods industry with many resources and capabilities that differentiate them from other companies within the industry
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How Globalization Affects Luxury Goods Industry? Andy Warhol, a pioneer in the visual art movement once said: “Whenever people and civilizations get degenerate and materialistic, they always point at the outward beauty and riches and say that if what they were doing was bad, they wouldn’t being doing so well, being so rich and beautiful” (Warhol, 1975). Throughout history, luxury emerged as early as civilization did. For old Romans, the concept of luxury was a “disruptive power of desire”. They
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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 the 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 success
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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
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Tod’s: Building and Developing a Contemporary Luxury Brand © SDA Bocconi1 1. The Tod’s Group From Diego Della Valle’s words stems the legitimate pride of an entrepreneur who, although coming from a family active in the high quality shoe manufacturing since the beginning of the last century, did not inherited an already established global brand nor a well entrenched market positioning for its products. Rather, he was able to transform a medium-sized family business dealing with third-party shoe
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................................................................4 Burberry Group plc © MarketLine Page 2 Burberry Group plc Company Overview COMPANY OVERVIEW Burberry Group plc (Burberry or 'the group') designs, produces and sells luxury products across women’s and men’s apparel and accessories, and beauty categories. The group operates in Asia Pacific, Europe, Middle East, India and Africa (EMEIA), and the Americas. It is headquartered in London, the UK and employs around 10,000
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TABLE OF CONTENTS 1 4 6 7 8 9 10 11 12 13 14 16 17 19 21 Chairman’s Message Consolidated Highlights The LVMH Share Shareholder Relations Wines and Spirits Fashion and Leather Goods Perfumes and Cosmetics Watches and Jewelry Selective Retailing Other Activities Consolidated Balance Sheet Consolidated Statement of Income Activity Review Consolidated Statement of Cash Flows Consolidated Statement of Changes in Stockholders' Equity CHAIRMAN’S MESSAGE The slowdown of the world’s economies,
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research Opportunity cost of stores being out of products customers wanted had to be very high 20% operating margin 10% net margin 1987-2005 the annual growth rate of 12% operating profit45 % above industry average 25% Estimate COGS 15% of goods sold Logistics 13 % margin 14 % Countries raw materials were purchased – France and neighbouring European countries 1200 SKU – Stock Keeping Units 8 Facilities – 6 – France, 1 – Spain, 1 – US 3600 labour force 6-8 weeks supply to be delivered
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