The main aim of this diploma thesis is to suggest improvements of the marketing and business strategy of Kiehl's, a luxury skincare brand within the L'Oréal portfolio, in order to strengthen the brand's position on the Czech market. The theoretical part defines what luxury is and what the specific features of luxury brands are. Following is the overview of the luxury and cosmetics markets, describing the current situation and the trends. The next part depicts the business model of Kiehl's, the marketing strategy and the marketing tools that were used for the launch of the brand. Based on the findings in this thesis, a series of recommendations is suggested to build the brand's awareness, recruit new customers to the brand and increase sales.

The diploma thesis looks into luxury beauty industry. The aim is to define problem areas in the communication strategy of luxury cosmetics brand of specific company with a focus on sales promotion in a specific distribution channel and propose possible solutions for improvement based on the analysis. Verification of the problem and the recommendations for its improvement will take place on the basis of in-depth interview techniques, observation of merchandising in specific distribution chanel and focus group with consumers of the beauty brand.

Au sein de cette thèse, j’examine l’influence de l’identité du consommateur (ex. matérialisme, construction de soi) sur les stratégies marketing ciblant les jeunes consommateurs (millénaire).Dans l’Essai 1, j’explore comment les consommateurs matérialistes peuvent être encouragés à agir de manière pro-sociale en actionnant leur motivation de recherche de prestige pendant la consommation de produits de luxe et comment les marques de luxe peuvent maximiser la participation des consommateurs via des campagnes de cause-related marketing centrées sur le produit.Dans l’Essai 2, je déploie la théorie des coûts d’interaction sociale plus bas pour étudier les effets de l’individualisme (vs. collectivisme) sur le choix de répondre à son besoin d’appartenance via l’interaction sociale digitalement-médiée. / In this dissertation, I examine the influence of consumer identity (e.g., materialism, self-construal) on marketing strategy targeting young consumers (i.e., millennials).In Essay 1, I explore how materialistic consumers can be nudged to act prosocially by leveraging their status-seeking motivations in the context of luxury consumption, and luxury brands will maximize participation of consumers by utilizing product-linked cause-related marketing (CRM) campaigns.In Essay 2, I investigate the effects of individualism (vs. collectivism) on preferences for meeting belonging needs through digitally mediated social interaction, through the lens of lower social interaction costs.

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This diploma thesis focuses on the process of designing a luxurious lifestyle within the proč ne?! magazine. The theme aims to analyze the year's activities at several levels. The first level is a quantitative content analysis, where the primary objective is to determine the ratio of advertising to editorial content. Based on these quantitative findings the magazine's content will be confronted with the ownership structure of major advertisers. The second level is represented by expert interviews carried out with the magazine editors who bring valuable additional material. The third level is a qualitative content analysis which focuses on a luxury lifestyle that is constructed through the magazine. This luxury lifestyle will be described through various selected examples of textual and pictorial character. Theoretical introduction provides a broader framework in which the concept of luxury is described. In practical part of the thesis, these findings are used to explain several luxury phenomenons. The final part offers a detailed analysis of the advertiser's structure, their products and stratification within segments of the luxury market through comprehensive visualization.

Title: Fashion Killa: A study on teenager’s attitudes towards luxury fashion clothing brands. Bachelor Thesis 15HP in Business Economics (Marketing) Halmstad University School of Business, Engineering and Science  Supervisor: Thomas Helgesson Examiner: Venilton Reinert Purpose: The purpose of this essay is to examine the underlying factors that affect teenager’s attitudes towards luxury fashion clothing brands. Research question: What are the underlying factors that affects the attitudes of teenager ́s towards luxury fashion clothing brands? Literature review: The literature review introduces the theories and previous findings regarding the underlying factors that can be connected to our research question and explanation on the chosen generations as this study is supposed to relate to. Frame of reference: In these sections, our main investigation topic will be explained briefly what literatures explain and approach this matter. Our investigation topic “attitudes” have a meaningful role in this paper and it is defined in these sections as well is our choice of model. In the end of this chapter, we present our hypothesis which is based on our chosen model. Method: Based on the literature review and frame of reference a quantitative study was created where 408 Swedish respondents within the generation Z participated. Empirical findings: The survey consisted of 25 statements and questions as regard to our theories and could easily be connected to our chosen model. A Likert-scale from 1-5 was used so the respondents easy could fill in on what level they agreed or disagreed to. Conclusion: The conclusion on this study is that affect which are one of the three components that builds up attitudes. It is the component that positively influence teenagers the most. We can also see that social media have a great positive impact on their attitudes followed by luxury marketing and psychological benefits.

Ce travail de recherche en muséologie porte sur la présentation de la parfumerie commerciale française dans les musées publics en France que ce soient des musées du parfum ou des musées d’art. En débutant par l’histoire de la présentation des produits commerciaux au musée depuis le milieu du XIXe siècle jusqu’aux expositions de marques de luxe au Costume Institute du Metropolitan Museum of Art dans les années 1980, cette étude se focalise par la suite sur la naissance et le développement de différents projets muséaux publics en lien avec la parfumerie (Château de Chamerolles, Esprit du Parfum à Chartres, Cour des Senteurs de Versailles, Collection Sylvie Guerlain-Traditions Verrières à la ville d’Eu) ainsi que sur l’essor des expositions de marques de luxe, dont de parfumerie, dans les musées publics (Chanel, Dior, Roger & Gallet). Les stratégies des pouvoirs publics, celles des marques de luxe ainsi que les motivations des musées publics qui accueillent les expositions de parfumerie sont analysées à tour de rôle. Une étude à part est dédiée au Musée International de la Parfumerie (1989) à Grasse qui est un musée de référence en France : à son histoire, à sa section contemporaine, à ses partenaires ainsi qu’à ses concurrents comme les parfumeries touristiques Fragonard, Molinard ou Galimard. Le dernier chapitre porte sur la programmation temporaire des grands magasins qui, en privilégiant l’art contemporain et les industries de la mode, développent de véritables équipements culturels à même de concurrencer les musées publics jusqu’à dissoudre progressivement les frontières entre un espace muséal et un espace commercial. / This research in Museum studies focuses on exhibitions of French commercial perfumery in perfume and art museums throughout France. Starting with the history of exhibitions of commercial items in museums from the mid-19th century until luxury brands exhibitions at the Costume Institute of the Metropolitan Museum of Art in the 1980s, the study examines the birth and the development of different museum projects related to the French perfume industry (Château de Chamerolles, Esprit du Parfum in Chartres, Cour des Senteurs of Versailles, Collection Sylvie Guerlain-Traditions Verrières in the town of Eu) as well as the growth of luxury brands’ exhibitions in public museums (Chanel, Dior, Roger & Gallet). Public authorities’ policies, perfume brands’ strategies or motivations of public museums which host such exhibitions are analyzed one by one. The case of the International Museum of Perfumery (1989) in Grasse deserves a study in its own right: I consider the history of the museum, the museum’s section of the 20th century perfumery, the role of corporate sponsorship in enriching museum collections as well as the local competition from private perfume museums set up by Fragonard, Molinard or Galimard brands. The last chapter focuses on French department stores and their fashion exhibitions’ programs capable of competing with public museums’ attractions and leading to the progressive blurring of boundaries between a museum space and a commercial one.