The purpose of this Master's Thesis is to investigate the attitudes of high net worth individuals toward country of origin information within the luxury goods market with respect to the quality of the products. The primary method used for the research is qualitative research based on in-depth interviews. Based on these in-depth interviews, the thesis demonstrates the synergy between the literature on country of origin and luxury goods and the consumers' quality perception on luxury based on country of origin.

This thesis focuses on the issue of staffing in retail, specifically focusing on the retail of luxury goods. The main aim is to map the process of staffing itself and then to create optimization measures in order to increase the efficiency of recruitment. By analyzing the staffing process there will be developed optimization measures, which are based on existing processes used in international companies and also on recommendations of the personnel department group LVMH. An important part of this thesis is the analysis of the labor market and human capital from a demographic perspective and analysis of changes in population structure. The contribution is to create the necessary recommendations to streamline the staffing process, including providing more detailed information about these processes in luxury retail and summary of theoretical knowledge in the field of personnel management.

The topic of the project has been about the future of luxury mobility and how the brand Rolls-Royce could evolve alongthe technological advancements until the year 2038. As luxury is changing from being about possession to the experience of luxury, the goal was to design a vehicle that could support both new internal and external experiences about the vehicle. The identified obstacle that could limit the scope of new experiences in an autonomous vehicle is motion sickness. As cities grow and technology develops the future cities are crowded so personal space, and privacy is being limited.During the process, the tools used varied from form exploration through sketching, concept principle testing and finalization in 3d software as well as visualization tools to communicate the proposed solutions. Working out of the Rolls-Royce designstudio provided brand insight but also expertise in the field of color & materials as well as advice on engineering solutions from the design team.The result Rolls-Royce Luxe Nomad is a vehicle for exploring the world outside the urban areas. Going far and beyond in search of new and unique experiences but also making the trip there as enjoyable as possible. The concept provides a solution inspired by high-speed trains that could limit those effects. Through understanding the future customers need of privacy a method of controlling the amount of insight was developed to enhance the user experience and giving them an increased sense of control of their space.

[pt] Seguindo uma tendência mundial, o consumo de produtos falsificados tem se ampliado consideravelmente no Brasil, com relevantes consequências econômicas e sociais. Apesar de sua característica de exclusividade, os produtos de marcas de luxo não são imunes a esse processo. Réplicas de artigos como bolsas e relógios de marcas historicamente inacessíveis para muitos, por exemplo, podem ser adquiridos com facilidade no país. A desmistificação do luxo é, em grande parte, resultado da evolução do seu significado: partindo de uma lógica artesanal para uma visão financeira e industrial, o luxo caminhou pela modernidade e pós-modernidade - era do consumo movido pelo simbolismo e pela união do real e do imaginário, até, finalmente, democratizar-se através do novo luxo, abrindo as portas para a falsificação. Nesse contexto, o presente estudo buscou responder à seguinte pergunta: Quais valores podem ser considerados responsáveis pela decisão de compra de bolsas falsificadas da marca Louis Vuitton? Para tanto, foi realizada uma pesquisa exploratória, em que 15 mulheres que compraram bolsas Louis Vuitton falsificadas foram submetidas a entrevistas em profundidade analisadas pela técnica Laddering. O resultado do estudo sugere que, para além dos atributos do produto, avaliado como de elevada beleza, a bolsa faz com que as mulheres sintam-se possuidoras de imponência e status. Ao comprarem a bolsa Louis Vuitton, mesmo falsificada, as consumidoras buscam o pertencimento e procuram elevar a autoestima, valor que atua como principal motivador da decisão de compra. / [en] Following a global trend, the consumption of counterfeit goods is substantially spreading in Brazil, with significant economic and social consequences. Despite its uniqueness, luxury brand products are not immune to this process. Replicas of items such as handbags and watches produced by brands that are historically inaccessible for many, for example, can be easily purchased in the country. The demystification of luxury is the result of the evolution of its meaning: starting from craft logic onto a financial and industrial vision, luxury strode through modernity and post-modernity – the consumption era driven by symbolism and the merging of real and imaginary until finally democratize itself through what is known as new luxury, making counterfeit possible. In this context, the present study intends to comply with the following question: Which values could be held responsible for the buying decision of counterfeit Louis Vuitton handbags? To this end, we conducted an exploratory study in which 15 female subjects who bought counterfeit Louis Vuitton handbags were subjected to in-depth interviews analyzed using Laddering. The result of the study suggests that besides the product attributes, evaluated as extremely beautiful, to own a handbag made women feel imponent and with a certain status. When acquiring a Louis Vuitton hanbag, even though counterfeit, female consumers crave for belonging and raising their self-esteem, a value that is the primary motivation of the purchase decision.

The foremost argument of this research is that self concept is of fundamental influence in the choices consumers make when purchasing luxury clothing brands. The objective of this research was to determine the relationships between self concept and the experience, attachment and loyalty that consumers have towards brands. The research further sought to confirm the role that identity theory plays in brand consumption. Sixty-nine respondents were surveyed via an electronic tool to understand how they view the role that self concept plays in the experiences they encounter with clothing brands. Experts were also interviewed to gain deeper insights into brands and the importance that communication and branding strategies play in developing brands for consumption. Ttests and bivariate regression was performed in order to determine relationships amongst the constructs. The findings show that consumers place a relatively high importance on the brand experience and self concept constructs. Marketing and advertising companies have an enormous responsibility to ensure that the right messages are communicated to consumers in order to give consumer a positive brand experience. A robust brand strategy and Communications strategy plays a pivotal role in successful delivery of the essence and image of luxury brands. Identity and self concept theory are central to understanding consumer behaviour and consumption decisions. Copyright / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted

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Using a qualitative semiotic analysis and a quantitative netnographic approach, this mixed method study seeks to examine the use of nostalgic marketing within the field of luxury fashion advertising. The focal point of the study focused on material from online video content posted by four European luxury fashion brands between the years 2020 and 2022, as well as commentary feedback from their followers on social media platforms Instagram and Youtube. Basing our research on previous literature regarding both nostalgia and luxury fashion marketing individually, along with a theoretical framework including theory of semiotics, theory of representation, mythology and luxury branding, the aim was to establish whether or not the selected brands were successful in inducing nostalgic emotions in their viewers. This study offers insights into marketing perspectives, branding strategies and how to build brand equity through attachment and loyalty towards luxury fashion brands through the use of nostalgia. By analysing four luxury brands, three of which can be considered as heritage brands and the forth being newly-established on the market, and juxtaposing them against each other to compare their cultural, symbolic and nostalgic elements included in their advertising video campaigns and study their individual effectiveness. Throughout our research, it was indicated that the symbolic value within imagery must be enhanced, specifically in regards to luxury fashion brands, for consumers to have positive impressions of the brand and be willing to purchase from the brand. Therefore, luxury fashion brands continuously try to deliver dream-like scenarios in order to fulfil consumers’ desires and luxury experiences.

The paper studies cultural differences in marketing communication between the West and China, as well as how marketing communication differs between different Western luxury segments, in which extend luxury brands Louis Vuitton, BMW and Rolex use standardized or localized marketing strategies when integrating on digital platforms in China. The study draws attention to China as a unique phenomenon where great interest in luxury is mixed with new technology and strict political conventions. Previous research has drawn attention to the tendency of Western luxury brands to localize when designing marketing communications in China. Cultural differences have a great impact on which communication is most effective. Unlike Western countries where luxury brands can communicate self-expression and uniqueness, luxury brands in China need to highlight social symbols that clearly convey how the luxury brand benefits Chinese consumers in important social contexts. The researcher in this study has been inspiredby the research method grounded theory where the researcher performs a qualitative analysis in the form of a self-constructed analysis model. Analysis is carried out using open coding where the researcher finds indications, patterns, similarities and differences for how marketing communication differs between different Western luxury segments in China. The results of the study show that Louis Vuitton's marketing communication is localized to the greatest extent, Rolex's marketing communication is localized the least, uses a standardized marketing strategy and BMW has a mix between standardized and localized marketing strategies.

Urban multi-functional building with luxury apartments, which brings the approach to modern living on well accessible place. Building responds to the diversity of the street opposite the front with "teeth", differs materially and artistically parter, which is used for commercial purposes and also the last 6. floors in the structure of plaster for "realiving" matter.

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