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One of the most important assets that luxury firms have is brand value, an intangible asset influenced by consumer and company-led actions. CSR is a company-led action, which depending on how it is managed, can either increase or decrease brand value. This research explores the role of CSR within luxury and how it, together with other factors, contributes to brand value in luxury. To conduct this work, a mixed methods approach was selected. A theoretical framework was built with input from the literature and interviews with key interviewees from the luxury industry. Then, the theoretical framework was tested quantitatively. The quantitative analysis was conducted with a dataset based on consumer panels, and additional secondary data including Bloomberg, CSRHub, Dow Jones Sustainability Index (DJSI), Interbrand, and company reports. The results were subject to ‘credibility checks’ with interviewees from the industry. The results from this research suggest that despite the importance of brand value within luxury; brand value is not widely understood by the industry and it is not measured, managed or leveraged. This research also suggests that CSR, company size, having controlled distribution, country of origin, marketing and research and development (R&D)/design, energized differentiation, esteem, and relevance; are critical factors to brand value. Consequently, luxury brands need to manage all these determinants to be able to create and preserve brand value. Nevertheless, while all these determinants are important, their importance can vary by brand; depending on brand size, brand category, target market, and whether the brand is heritage or non-heritage. / PhD in Management

The luxury segment has been late in its technology adaptation even though e-commerce, and the importance of internet presence, has increased. To succeed the conversion, traders need to know how to keep the customers perception of luxury on a webpage. This report aims to investigate how an e-shop should be designed to be perceived luxurious in terms of design. The question “How should an e-shop be designed to perceived as luxury according to its design?” is answered by developing and designing a web application for self-composed jam giving a luxurious perception. The method used is based on a study investigating homepage design. Several design factors that has a positive effect of customers perception of luxury were identified, whereupon a web application was developed. The web application and conventional one as reference, was individually evaluated on the BLI-scale together and with a Thinking Aloud test. The result showed a significant difference of the average for all dimensions of the BLI scale, where the hypothetically luxurious web application achieved the higher result. The Thinking Aloud test showed that the test page got more comments that pointed to a more luxurious experience, compared to the conventional page. The report concludes that esthetics and an overall impression of uniqueness and quality are important dimensions for the web application to be perceived as luxurious.

Title: Luxury Brands’ Storytelling on Social Media Date of Submission: 29th of May 2019 Authors: Klara Ekebring, Catarina Mellqvist Supervisor: Leon Caesarius Course: 2FE840, Master Thesis, 30 ECTS Purpose: The purpose of this thesis is to explore how luxury brands are communicating through brand storytelling on social media. Hence, this study is conducted from the perspective of luxury brands with the aim to provide academic and managerial indications of how luxury brands perceive storytelling of luxury value on social media platforms. Methodology: This thesis performs qualitative research and utilises an abductive research strategy in order to conduct exploratory research. Data is collected through the use of both primary and secondary data sources. The primary data collection is made by the implementation of semistructured interviews that are formed and analysed through a thematic method of analysis and the satisfying principle. The secondary data is collected through observation of social media accounts of the brands taking part in this study. Empirical findings: The data collected present features on social media that the brands are recognising when communicating through storytelling on the platforms. By informing followers about the brand by telling stories, emotions, mental connections and meaning are established. Further, the interaction that is supported on social media platforms is considered by the luxury brands and influences the role followers to have in the communication process. Conclusions: The present study has found indications that the luxury values’ brands communicate through storytelling remains unchanged and how luxury values are told through stories are adjusted to the context of social media platforms. This suggests that luxury brands communicate their luxury value through storytelling on social media platforms by recognising the features of the context and the interaction, which is argued to be fundamentally supported on the platforms. Hence, elevating the role followers have in the communication process.

Ao se pensar em produto de vestuário de moda luxo, tem-se como premissa um alto valor agregado que expressa uma qualidade diferenciada e quase exclusiva. Surgem questionamentos sobre a manutenção da qualidade de um produto de moda luxo diante seus processos terceirizados de desenvolvimento e produção. O aumento da utilização da estratégia de terceirização de processos que não compõe o core business das empresas se fez presente no setor de moda. As confecções de moda com caráter de luxo no Brasil não fugiram à regra, e passaram a terceirizar algumas partes de seus processos de desenvolvimento e produção com o objetivo de aumentar sua capacidade produtiva. Partindo do exposto o presente estudo tem como objetivo estudar o produto de moda luxo e sua qualidade a partir da terceirização. Para tal foi estudado o luxo, seus conceitos e parâmetros, produto de moda luxo, qualidade deste produto, seu processo de desenvolvimento e produção, buscando identificar possíveis inadequações com base em um estudo de caso. Em relação aos procedimentos metodológicos, a presente pesquisa é caracterizada como exploratória, bibliográfica, documental e estudo de caso. O instrumento para coleta de dados foi observação de campo acompanhada de entrevista semiestruturada aplicada com indivíduos que tenham contato direto com o desenvolvimento e produção de produtos de vestuário de moda luxo, utilizando como estudo de caso uma marca de moda luxo renomada localizada na zona oeste da cidade. Percebe-se que há uma diferença entre os parâmetros do que é moda luxo para o consumidor nacional e internacional, e que de alguma forma a terceirização influencia na qualidade do produto final de vestuário de moda luxo no Brasil / When thinking of luxury garments, there is a premise of a high added value and near exclusivity. Questions arise as regards to sustaining the quality of a luxury fashion product with its outsourced processes of development and production. The increased use of an outsourcing strategy for processes that do not make up the core business of enterprises has been present in the fashion sector. The luxury fashion manufacturers in Brazil did not escape the rule, and began to outsource parts of their development and production processes in order to increase their production capacity. From the aforementioned, the present paper aims to study the luxury fashion product and its quality with outsourcing. To that end, luxury was studied, taking into consideration its concepts and parameters, the luxury fashion product, the quality of this product, its development and production processes, seeking to identify possible inadequacies based on a case study. Regarding the methodological procedures, this research is characterized as exploratory, bibliographical, documentary and as a case study. The instrument for data collection was a field observation along with a semi structured interview with individuals who are in direct contact with the development and production of luxury fashion apparel products, using as a case study a renowned luxury fashion brand located in the west borough of city. What has been gathered is that there is a difference between the parameters of what is luxury fashion for national and international consumers and that somehow, outsourcing influences the quality of the final luxury fashion apparel product in Brazil

The primary goal of this diploma thesis is to specify the term "luxury" and "luxury brand", define the difference between marketing in FMCG and luxury goods segment and predict its future development not only theoretically, but also by using real-life examples of luxury brands. Such examples particularly focus on brands Louis Vuitton, Rolex and Porsche and analyse their marketing strategies, including the current status on global market, based on current market data. The secondary goal of this diploma thesis is to analyse how are luxury brands perceived by young generation, particularly by university students and fresh graduants, who represent potential target group for luxury brands. Outcomes of this analysis are to be compared with current market situation of luxury brands.

<p>Abstract</p><p>Date: June 2, 2010</p><p>Program: MIMA – International Marketing</p><p>Course name: Master Thesis (EFO 705)</p><p>Title: An Exploratory Study on Thailand‟s Young Women: Consumer Behavior toward Purchasing Luxury Fashion Brands</p><p>Authors: Kamolwan Tovikkai (851125)Wiwatchai Jirawattananukool (841111)</p><p>Group number: 2462</p><p>Tutor: Konstantin Lampou</p><p>Problem: If and how personal value, social recognition, and demographics impact Thai female students luxury fashion brand purchases and which marketing strategies should be used to influence their purchase intention?</p><p>Purpose: -To identify what motivates Thai female students in purchasing luxury fashion brands -To identify the most effective strategies to use in penetrating the market and keeping the loyalty of customers Thailand.</p><p>Method: Quantitative research method via survey was used for this research. Survey questionnaires were distributed to sample groups. The variables used in this paper personal values, social, recognition, intention to buy products, and demographics. Both primary and secondary type of data collection were used for this research.</p><p>Conclusion: Based on the demographic information, there are two indicators that are significant to purchase intentions of Thai female students on luxury fashion brands. Social status is one of the significant indicators of socialiiirecognition variable. There is a strong level of relationship on Thai female students toward luxury fashion products. Personal Values‟ indicators can be utilized on Thai female students as the following; materialism, the need for uniqueness, conformity, and vanity. All of them have strong levels of significance. However, Ethnocentrism has no relationship and effect with the luxury fashion product in Thailand.</p><p>Key words: Thai female students, Luxury fashion products, Luxury fashion brands, Consumer behavior</p>

<p>Background/problem: Many business and industries have been hardly influenced of the occurrence of this financial crisis which is expected to be the worst financial crisis since 1929. Historically the luxury business has always been immune to uncertainties and crisis. It is of great interest to see how the luxury business reacts in the financial crisis from a marketing strategy perspective.</p><p>Purpose: To explain the impact of the financial crisis on the luxury business by using and identifying the nature of luxury and the suitable marketing strategies.</p><p>Methodology: A deductive philosophical approach and a positivistic and interpretative research approach are applied in this thesis.Findings: The luxury business has not been influenced by the financial crisis based on the interviews. The main reasons behind it are interpreted as the nature of luxury itself and its unique customers.</p><p>Conclusion: Based on our study and the involved companies, it is assumed that the luxury business is invulnerable to the financial crisis.</p>

<p>Recent years have seen a significant increase in growth of the Asian luxury market, of which China has clearly come to make up the new major market. As the strategic considerations for international companies differ between countries, an individual approach needs to be adopted to customize operations. With this master’s thesis, the author aims to map out the key current challenges for international luxury fashion companies in China. Through in-depth interviews with industry experts, the study identifies and analyzes a set of thirteen challenges, and finds unique issues within each of the challenges investigated. While further research is needed to further validate the findings of the study, its results points towards a broad spectrum of challenges and considerations, thus purposedly acting as a springboard for future research.</p>