They are not all same (Part 2): Differences in Asian Luxury Consumption
In the part 1, I discussed how many luxury brands are failing across Asia as they treat Asian consumers as a homogeneous group and how it led my co-authors and I to examine this phenomenon in-depth. Using the value perceptions framework and theory of impression management, we discovered some very interesting differences among consumers
- Published in Luxury marketing
They are not all same (Part 1): how Asian consumers differ in their luxury consumption – case of India
While luxury in Asia is booming with the rise of new money and an affluent consumption class the picture is not rosy for all the luxury brands emerging within or outside of Asia. Some stellar examples of struggle involve Prada and Mulberry in China, Aigner and de Grisogono in India and Ermenegildo Zegna entering,
- 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