When the global financial tsunami because of the economic downturn a recession, the technology industry into the economic doldrums, the global chemicals industry psychiatric segment due is still not affected, the luxury goods pertaining to the operation of the Group, its brand value far exceeds the practical value of the product itself , was not only both classic and brand pandemic. Products to how to design and creativity to engage in global strategic management, use of mechanization on the the way of a unified image of everything the world's taste and style to attract the same consumers, quality fashion itself as a result of the special character and its products produced in other than value-added, resulting in fine fashion to build the business and brand strategy may be quite different from general consumer products.In recent years, power consumption of the Asian market as a result of the strong brands in many European goods more alcohol began to pay attention to this piece of the market in Asia. Mental Taiwan market competition and more heated, especially civilians legitimate luxury of the wind, the more worthy of our consideration.In this case study, Aaker and Keller comprehensive two scholars point to build brand equity through a case study of a method (case study), a French luxury products for the brand Louis Vuitton, come to the fore in the global competition in the market's success to carry out in depth interviews, and through secondary data collection, to explore the market in Taiwan to build brand equity and action methods. The main purpose of this study found that roughly summarized as follows: 1. Brand of luxury products-of-origin image and brand to create the background and history will help build brand image. 2. Continuous research and development into products and overseas market expansion, brand equity is the focus of luxury boutique practices. 3. The success of cutting-edge designer brands younger image reconstruction is to create an important source of brand awareness. 4. A high-priced luxury products and non-discount customers to shape the brand perception of high-value brands to build brand image. 5. To maintain an independent quality brand image and sales, outlets and flagship stores in the form of the establishment of brand equity. 6. Direct attention to the choice point to repeat before the exposure of consumers and enhance the effectiveness of ads to raise brand awareness. 7. Led the strong access control capability, a blend of high-quality image of a luxury boutique. 8. Advertising and event marketing as a brand marketing communication, to increase brand awareness and create a unique brand image. 9. In Taiwan, to ensure that the global image of the induced to adopt global strategies to establish brand equity products.

While global economy suffers depression, international luxury industry, which always aims at high-income customers, is hardly affected. The figure of sales of the luxury industry displayed an increase of profits and more young customers started purchasing luxury goods even when the Asian market was undergoing SARS's attack. In the 100 top global brands investigated by BusinessWeek in 2003, 8 luxury brands are included, showing astonishing brand value. Luxury good as a ¡§Universal Product¡¨ (Ohmae, 1989) earns its value from its brand image. How does a brand preserves its classic taste while follows the latest fashion trend? How do global strategies manage to organize the design and innovation of luxury goods, so that every detail is unified in a mechanical manner to please global taste and global customers? Since luxury good has unique characteristics and additional value besides the product itself, the management of luxury goods and the brand construction strategy may be very different from general consuming products. This study combines Aaker & Keller's ideas about constructing brand equity. Apart from analyzing secondary data, the study does thorough interviews with four internationally-famous luxury goods'brand managers to discuss international luxury goods'brand construction strategies in Taiwan. This study has reached several conclusions as follows: 1.International luxury goods' original country's image, their establishing time and heritage, and their brand history are helpful in constructing brand equity in Taiwan. International luxury goods' brand designer is the key source to the display and creation of unique brand position, brand personality and brand equity. 2.International luxury industry's entry model in Taiwan generally follows the route from Agency to Joint Venture and then to Wholly Owned Investment. 3.For the international luxury industry, retaining high-quality products around global market, creating classical product designs to extend the PLC, multiplying product lines under one brand name, and limiting the quantity of each design are product strategies to keep luxury goods' uniqueness and scarcity. 4.In price strategy, luxury industry maintains the high price and avoids discounts to build customer's perception of the brands' high value and high quality. 5.On the channeling strategies, in order to keep the independent brand image and identical selling quality, the international luxury industry controls the distributing lines with its direct owned or specially authorized stores. Following the global fashion trend, luxury industry opens or enlarges the flagship stores and concept stores in Taiwan. Adapting to the special consuming characteristics of Taiwan, luxury industry opens the stores in stores in department stores' luxury section. 6.AD Marketing and Event Marketing are the main promotion strategies for international luxury industry to increase brand awareness and to create unique brand association of brand and consumers. 7.International luxury industry's brand construction strategy is based on globally standardized positioning strategies, but it does few localized modifications.

The paper deals with the consumption of luxury goods in the People´s Republic of China. The main objective of this work is to clarify the reasons that have caused the strong advancement of the sector of luxury goods in China. Next, the thesis focuses on current trends that have been getting on pace. In the first two chapters the theoretical base for the entire thesis was provided.

In the past, luxury goods only a few privileged people who can have, such as the nobility. However, due to the economic development made from the upgrading of the consumption patterns change, market liberalization, the Western to the East luxury wave of popular, people are willing to spend money to buy so-called high-priced luxury goods. In other words, the luxury goods consumption is a demand that has nothing to do with the survival of consumer behavior. However, why people are willing to buy luxury goods? What is the motive behind the demand of luxury goods? What are conditions to constitute a luxury market? If the above issues at a different time and space, we might have different answers. Obviously, the formation of a luxury market that behinds a very complicated message, and through observation of the luxury market, perhaps also to reflecting the political, economic or social and cultural meaning. This study attempted to take the rapid economic rise of China as an example, the luxury market with its observation of objects as a source of information, China's luxury market can produce, first, for the luxury goods industry, to see China's consumption why this market have the prospects for development to provide a favorable supply for the industry that can make growth to the industry. Second, as a observer to see, what are the purposes by consumers to buy the luxury goods. In addition, this study is expected to achieve these results. From China's special national characteristics and cultural values of fairness, such a luxury consumer behavior is the consumption of their special meaning. Between producers and consumers posed by the Chinese luxury goods market will show a positive development complement each other.

This thesis investigates whether luxury handbags in secondary markets make for viable invesments. Reasoning for the investment potential of designer handbags is primarily based on the excessive retail price increases of luxury goods. Prices of handbags were collected from FashionPhile, a source that provides product authentication. The analysis attempts to understand characteristics of the FashionPhile market and how prices changed from April 28, 2006 to March 2, 2011. This thesis identifies which brands and models of handbags had the highest returns and which brands have the highest resale potential. Insight into when the highest and lowest market prices for handbags occurred for each brand is also included.

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 matters of luxury goods in the Chinese market. In the theoretical part, there are luxury and attitude to a luxury brand described in detail. The practical part is devoted to the objectives of the thesis and they are following: to find specifics of Chinese consumers of luxury goods, to determine how the Chinese perceive luxury goods how they approach them and primarily why they buy luxury goods. Finally, the thesis seeks to identify differences of the Chinese luxury goods market and based on these findings, it provides recommendations to the Czech luxury companies, which want to succeed with their products in the Chinese market.

Local retail jewelry leaders of Saudi Arabian (S.A.) small to medium enterprises (SMEs) have struggled to survive through declining profits and increasing business foreclosures, thus threatening the sustainability of the Saudi retail sector and the Saudi economy. A globalization strategy to enhance profitability for jewelry retail SMEs in S.A. is needed, given the limited options for improving profitability. Despite this acknowledged need, leaders in S.A. have refrained from such a strategy because they lack knowledge of economic attraction features to target in the globalization process. The purpose of this quantitative correlational study using discriminant analysis was to examine specific countries' economic attraction features in the historical globalization strategy of a leading U.S. global jewelry company that could facilitate the implementation of a successful globalization strategy for a local Saudi jewelry SME retail company. The study addressed the effects of 6 independent predictor variables of 25 target countries' economic attractions on the dependent grouping variable, which distinguished among 3 order-of-entry groups according to the U.S. company's date of entry in each country between 1972 and 2009. Results indicated that except for the Hofstede index, no other variable had a significant role in the classification of the target countries. Because there was a scarcity of research on this topic, the study is beneficial for its theoretical and academic value, and may be practical for the derivative benefits of catalyzing business growth by empowering leaders of local, successful luxury brands in S.A. to implement their own globalization expansion process and increase employment in the Middle East.

Šiame magistro darbe analizuojami vartotojų elgsenos ypatumai prabangos prekių kontekste, siekiant išsiaiškinti, kokie veiksniai įtakoja prabangos prekių vartojimą ir kokiais ypatumais pasižymi prabangos prekių vartotojų elgsena. Teorinės mokslinės literatūros analizės metu išskirti trys pagrindiniai prabangos prekių vartotojų elgsenos modeliai vėliau tikrinti kiekybiniu ir kokybiniu tyrimais. Nustatyta, kad prabangos prekių vartojimo kontekste labiausiai pasireiškia du vartojimo tipai: „gyvenimo stilius“ prabangos prekių vartojimas paremtas vidine motyvacija ir reakcijos vartojimas – sąveikos su socialine aplinka ypatumais. Nustatyta, kad prabangos prekių vartojimas reikšmingai susijęs su vidinių asmenybės poreikių tenkinimu, šie poreikiai yra pagrindinis prabangos prekių vartojimą skatinantis veiksnys. Reikšmingą poveikį prabangos prekių vartojimui taip pat turi prabangos prekės ypatumai ir pardavimo aplinka. Iškelta tyrimo hipotezė, kad prabangos prekių vartojimą labiausiai motyvuoja vidiniai asmenybės poreikiai, patvirtinta. / The peculiarities of the luxury goods customer behavior are analysed in this paper. The aim of the research is to describe what factors have the most influence toward the luxury goods customer behavior and what is the particuliarity of the luxury customers behavior. The theoretical analysis of the research problem show three basic models of the luxury goods customer behavior. They had tested by the quantitative and the qualitative analysis. The empirical analysis show the main aspects of the peculiarity of the luxury customers behavior. Two models of the luxury goods customer behavior were ascertained: the model of the “Life style” and the model of the “Reaction”. The first is based on the internal motivation, the next – on the peculiarities of the interaction to social environment. It was defined by the research that the personal needs are the basic factor of the influence toward the luxury goods customer behavior. The other factors are: the singularity of the luxury good and the environment of sale. The hypothesis of the research that the personal needs are the most influencing factors toward the luxury customers behavior was confirmed empirically.

The goal of this thesis is to provide the entrepreneurs who decided too enter the Czech market with luxurious goods via franchise with a new source of information, help them to find the right way in the global and Czech market with luxury and help them by running their own franchise shop. The thesis starts with the theory of franchising, continues with the analysis of Czech and global market with luxury goods and at the end it focuses on the operational manual of a brand with luxury items. The analyze of luxury markets is based on the studies of Bain & Co. company which map the luxury market since 2003 and Ipsos Tambor study which provides the information about the Czech luxury market. Franchising is definitely good form of entering new markets with luxury clothing even though there is a shift from wholesale to retail in fashion brands. Last but not least this thesis enables the reader to have a look into the eventual operational manual of a luxury brand with wide range of products.