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Negotiating life themes through brand symbolism synthesisAlmutawa, Fajer January 2011 (has links)
No description available.
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Characteristics of and how to maintain a luxury brandNÄSSEL, MALIN, PERSSON, LINNÉA January 2011 (has links)
We want to identify the factors of how to maintain a luxury fashion brand. To do this, we have to find what characterizes a real luxury brand. We want to go into depth and find the underlying and often invisible aspects within a luxury brand. The characteristics of a luxury brand are that the majority has their production in-house and provide high quality, made by an experienced and eccentric designer. The luxury brands have a distinct and clear image and identity. The brands are available in both stores and online shops and their offered products are in the high price sector. To maintain a luxury brand, the involvement and control of fabric, production and quality is essential. The designer must maintain the right appearance, image and identity in every step of the business. Moreover, a combination of different marketing channels is good to use, as it is a way to reach a large amount of people. If the luxury company decides to use social media, the engagement is vital. Regarding the distribution channels, a luxury brand should have an online shop and regular stores. Yet, it is important that the price reflect the products value. / Program: Magisterutbildning i Fashion Management
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An Exploratory Study on Young Thai Women Consumer Behavior toward Purchasing Luxury Fashion BrandsTOVIKKAI, KAMOLWAN, JIRAWATTANANUKOOL, WIWATCHAI January 2010 (has links)
<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>
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Emerging Luxury : - An Explorative Study of the Major Current Challenges Facing International Luxury Fashion Companies in ChinaHolmsäter, Linus January 2009 (has links)
<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>
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An Exploratory Study on Young Thai Women Consumer Behavior toward Purchasing Luxury Fashion BrandsTOVIKKAI, KAMOLWAN, JIRAWATTANANUKOOL, WIWATCHAI January 2010 (has links)
Abstract Date: June 2, 2010 Program: MIMA – International Marketing Course name: Master Thesis (EFO 705) Title: An Exploratory Study on Thailand‟s Young Women: Consumer Behavior toward Purchasing Luxury Fashion Brands Authors: Kamolwan Tovikkai (851125)Wiwatchai Jirawattananukool (841111) Group number: 2462 Tutor: Konstantin Lampou 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? 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. 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. 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. Key words: Thai female students, Luxury fashion products, Luxury fashion brands, Consumer behavior
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Emerging Luxury : - An Explorative Study of the Major Current Challenges Facing International Luxury Fashion Companies in ChinaHolmsäter, Linus January 2009 (has links)
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.
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Consumer Perception of the Value of Brand HeritageElin, Norell, Emma, Larsson January 2017 (has links)
Brand heritage and consumer perceived value are two concepts which separately have received a growing interest among academics for quite some time. However both of them combined, hence consumers’ perception of the value of brand heritage is a relatively unexplored field of research. This study therefore intends to explore how consumers perceive the value of brand heritage of luxury fashion brands. To achieve this purpose, the study will investigate consumers’ perception of the value of brand heritage of four European luxury fashion brands – Burberry, Chanel, Gucci, and Louis Vuitton – which serve as illustrative/reference brands in this study. These four European luxury fashion brands are chosen as illustrative brands in this study based on the determination that heritage is a central part of their brands. Secondary data was collected through Internet based document analysis of the illustrative brands to determine whether these qualify as heritage brands. Furthermore, semi-structured interviews were conducted to collect primary data for the purpose to explore how consumers perceive the value of brand heritage of the illustrative brands. The findings of the study reveal that consumers perceive the value of the brand heritage of the illustrative brands because it serves as a source of credibility and trust between the consumers and the brands. There is a perception that the brands have managed to maintain a certain standard regarding quality and craftsmanship, and likewise delivered according to consumers’ expectations over time. Furthermore consumers perceive the value of the brand heritage of the illustrative brands since it contributes to a sense of belongingness and social acceptance. They value the identity and meaning of the illustrative brand, hence the perception that the brands have managed to persistently deliver according to their core values and promises over time. It provides the consumers with the opportunity to connect with the brands on a personal level and to create their own individual identities and lifestyles through the brands. All this, in combination with the perception of the brands as timeless and durable, that they inhabit a sense of credibility and trust, which in the long run may generate loyalty - they value that the brands are loyal to them - conclude how consumers perceive the value of the brand heritage of the illustrative brands.
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Rebranding of luxury fashion brands : A case study of how to communicate rebranding to younger consumersLyppert, Emma Mathilda January 2021 (has links)
Abstract Background: The luxury fashion brands need to rebrand themselves towards the younger consumers. In 2025 Millennials and Generation Z will represent approximately 55% of the market for luxury products. The exclusive brands need to adapt to this target group. Rebranding requires considerable investments with different rebranding methods and new marketing channels and there is no guarantee of a successful outcome. It is important to understand what the new desired target group appreciates. According to previous research, the right type of marketing is important for the companies rebranding to reach their desired target group. However, there is a gap in the scientific research between which marketing strategies are most efficient for the luxury companies to reach the younger consumers. Purpose: The purpose with this research is to investigate from a marketer’s perspective how younger consumers perceive rebranding and marketing of luxury fashion brands by looking at the communication of the rebranding towards the consumers. Which rebranding methods and marketing channels are efficient towards the younger consumers? Methodology: A qualitative case study has been made with four case companies. To find out what companies have done in their rebranding, data have been collected from the chosen companies’ websites and from other fashion industry related websites. Semi-structured interviews with younger consumers have also been made in order to find out how they experience the luxury brands rebranding and marketing? Findings: The findings suggest that it is efficient for the luxury fashion brands to hire a new creative director and create a new style in the assortment. They should keep their old, famous, iconic logo and monogram. If it somehow must be changed, they need to create a new unique one and avoiding an already existing font. It is also efficient to created new collections with entry-level products for the brand, such as accessories and ready-to-wear collections. When it comes to marketing of the rebranding, social media, celebrity endorsement, collaborations, traditional stores, TV and TV-series, are efficient communication channels to use. The best way is to show the luxury clothes and accessories on influencers via Instagram. Marketing through fashion magazines is still good but the luxury fashion brands do not need to put as much emphasis on that as they did before. Conclusion: If the luxury brands work with these efficient rebranding methods and marketing channels they will most likely succeed in reaching their new younger target groups. The rebranding methods are: A new creative director and a new style, accessories and ready-to-wear collections, new logo and new monogram. The marketing channels are: social media, celebrity endorsement, collaborations, movies and TV-series, editorial placements and traditional stores.
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Understanding the Impact of Social Media Marketing Backlash on Luxury Fashion BrandsGeorgieva Petrevska, Daniela, Késmárki, Mirjam, Petersons, Rudolfs January 2024 (has links)
Background: Social media platforms changed completely the manner in which companiesinteract, communicate, promote their products, and create brand awareness. Such platforms areused as a means of communication among users for acquiring information, discussing products,and reflecting on brands. Even though social media is advantageous to both firms andaudiences, it can be an ineffective marketing strategy due to problems of transparency andincompetence. Luxury fashion brands including Balenciaga as well as Dolce & Gabbanaembrace social media when going for promotion and engagement but have recently had massivecriticisms due to controversial advertisements.Purpose: This research seeks to explain how the brand images of luxury fashion brandsBalenciaga and Dolce & Gabbana are affected by the backlash on social media marketing,particularly looking at how negative reactions can have an impact on brand reputation andconsumer-brand relationships.Method: A qualitative method with an inductive approach conducted through semi-structuredfocus groups with customers and protentional customers of the examined brands.Conclusion: Social media backlash negatively affects luxury brands Balenciaga’s and Dolce& Gabbana’s brand images
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Green or Blue? Am I being ‘washed’? The Way Sustainable Luxury Fashion Brands Communicate Sustainability Practices in their Websites : The case of Stella McCartney and Gucci / Green or Blue? Am I being ‘washed’? The Way Sustainable Luxury Fashion Brands Communicate Sustainability Practices in their Websites : The case of Stella McCartney and GucciZuhadmono, Alvia January 2022 (has links)
This case study examines how luxury fashion brands communicate their sustainability practices on the brands' sustainability page on the company's website and whether selected luxury fashion brands are greenwashing and bluewashing. The luxury brands selected for this study are Stella McCartney and Gucci, on the grounds that both brands have different types of businesses and approaches. To understand the context, this study uses the triple bottom line sustainability concept by Elkinton (1998), sustainable luxury fashion brands (Godart & Seong ,2017; Wiedmann et al., 2009; Joey et al.,2012; and Franco et al. 2019), greenwashing concept by Delmas & Burbano (2011) and bluewashing concept (Sailer et al., 2022). To conduct the analysis, this study uses textual, eco-lexicon categorization developed by Thomas (2008) and the categorization from Milanesi et al. (2022) is adapted for visual analysis and the sins of greenwashing by Terra Choice (2010) to see the potential of greenwashing. The results shows that Stella McCartney and Gucci sustainable communication serves as their marketing strategy which encourage purchase and therefore it is problematic. Both brands use vague, ambiguous words, terms, and certifications and lack of transparency. While the images are not yet seen as a potential tool to communicate sustainability initiatives. Even though the brands are known as sustainable fashion brands, the result demonstrates brands show irrelevancies and paradoxes between what the brands communicate and their actual practices ; therefore show potential greenwashing and bluewashing.
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