What is your Chinese New Year luxury strategy?
“The US is luxury’s largest market. Japan still remains a large luxury market in terms of absolute size. However, China is the true star of the region” – Claudia D’Arpizio (Bain & Co. Analyst) China: the luxury market for present and future While the high-end luxury goods market is stagnant or decelerating for many
- Published in Blog, Luxury marketing
What makes a good luxury brand great?
The article discusses why some luxury brands become larger than life and are called great while others can’t seem to break the barrier.
- Published in Blog, Luxury marketing, Podcasts
Comparing the luxury brand value
Luxury brands are bought in different countries for different values. This study evaluates those values consumers consider and provides a comparison between Indian and British luxury consumers.
- Published in Blog, Luxury marketing
Luxury marketing: exploiting the heritage code of luxury brands
Marketing luxury brands is significantly trickier than regularly purchased brands. In this regards, many luxury brands from Europe seem to be stepping up a new kind of luxury marketing activity – exhibitions in prominent museums. For example, “Inspiration Dior” exhibition at the Pushkin Museum, Moscow; “Culture Chanel” at the Museum of Contemporary Art Shanghai; and
- Published in Blog, Luxury marketing
Luxury branding: back to basics
When using luxury brands consumers make a subtle claim that they are special, different and at the very forefront of social trends. Therefore, creating a fit between the social trends and keeping up with them is one of the critical strategic issues for all luxury brands. However, with mass-market brands gradually upgrading their appearance, strategic
- Published in Blog, Luxury marketing
The Alternative Vote (AV): moving from nominal to ordinal measurement
Tomorrow is a very important day for British citizens when we shall decide our next voting system – labelled as the Alternative Vote (AV). Presently, we use a simple voting system called ‘First past the post’ (FPTP). In this system, the candidate who has won the most amount of votes is the winner. So, lets
- Published in Blog
Effect of interpersonal influences on luxury consumption: empirical evidence
The article provides empirical evidence as to how others can influence purchase of luxury goods in different markets and suggests strategic managerial implications.
- Published in Blog, Luxury marketing
Is the investment on brand origin and brand image worth it? Case of luxury brands
While luxury brands spend significant amount of budget on branding, there is no empirical evidence as to is the investment really paying off from consumers’ perspective. This articles explores the influence of luxury brand origin and brand image on consumer decision making for luxury brands.
- Published in Blog, Luxury marketing