Paurav ShuklaMarketing, Research, International marketing, Luxury marketing and more…
The local dimension of luxury
Recently, I was re-reading the book ‘luxury brand management’ wherein the authors – Chevalier and Mazzalovo – suggest three criteria to classify a luxury item: (a) strong artistic content; (b) unique craftsmanship and (c) international reputation.
While I agree that the artistic content and craftsmanship is what differentiates most luxury product and brands from non-luxury, I [...]
Massification of Luxury: the Chinese Invasion
Analysts world over have been writing about luxury consumption among the Chinese consumers. Few have also discussed the issues of Chinese luxury brands aimed at global consumers including ‘Shanghai Tang’ and ‘LaVie’. However, there is little discussion on how slowly but steadily Chinese entrepreneurs are acquiring or taking over Western luxury brands. This post is [...]
Status (luxury) consumption in cross-national context: Managerial implications
In my earlier post ‘Status (luxury) consumption among British and Indian customers’, I discussed the theoretical implications relating to one of my recently published study in the International Marketing Review. In this post, I am going to focus on the managerial implications.
Image by minxlj via Flickr
To briefly summarise the study, it focused on three antecedents [...]
Status (luxury) consumption among British and Indian consumers
Recently one of my research papers got published in the ‘International Marketing Review’. It focused on comparing the status consumption tendencies of British and Indian consumers. In this post, I shall focus on the findings of this study.
Firstly, let me define what status consumption is and how it affects our behaviour? Researchers define status consumption [...]
Luxury brands in recession: Developing a better value proposition and luxury brand strategy
Commenting on my last post on ‘luxury value propositions‘, Mostafa Huga and Thangaraj asked a very pertinent question, ‘how should managers’ build a better value proposition and a marketing strategy for luxury brands in recession?’ Brand management is extremely crucial for luxury industry in customer retention and keeping consumers loyal. Focusing on value propositions can [...]
Luxury marketing: adapting value propositions
How do you convince a consumer to buy luxury products?
This is one of the very important questions asked by managers involved in marketing luxury goods. Luxury consumption – especially one related to conspicuousness – seem to have changed dramatically in the last few months with consumers clearly avoiding any conscious attempt to [...]
Rise of affordable luxury consumption
In past few posts, I have discussed the impact of recession on luxury consumption. In two of these posts (Luxury consumption: will it really be affected by recession? and Luxury Consumption Tendencies in Recession: Early Evidence) looking through an exploratory study, I opined that the overall luxury consumption will not decline as much in this [...]
Luxury consumption and relatively little impact of recession: added evidence
In the earlier blog on ‘Luxury consumption: will it be affected by recession‘ I stated three reasons why top end luxury firms were less likely to get affected by the recession. The three reasons I stated were: (a) consumers at large were changing their attitude towards luxury consumption; (b) luxury firms were attracting consumers from [...]
Managing luxury brands in recession
In the earlier blog ‘Luxury consumption: will it really be affected by recession?’ I provided my perspective on luxury consumption and effects of recession on it. I stated why there will be little affect of recession on luxury consumption. Furthermore, in a sequel to that blog I wrote another blog titled ‘consumption tendencies in recession: [...]
Luxury Consumption Tendencies in Recession: Early Evidence
In my last blog post (Luxury consumption: will it really be affected by recession?) I stated that luxury brands will not be affected as much by recent recession as they did in past. The main reasons I gave were (a) consumption tendencies of masses (where Armani, LVMH, Gucci, Prada and such others have become a [...]
