Paurav Shukla – a globally renowned expert in the field of Marketing, Branding and Luxury …

Invite: Status Consumption: A Journey Through Time & Cultures

  Inaugural Professorial Lecture entitled 'Status Consumption: A Journey Through Time & Cultures' Thursday 3 April 2014 6pm at GCU London campus at 40 Fashion Street, London, E1 6PX Overview of Professorial Lecture The modern pursuit of personal identity and style through consumption is now widely recognised and is actively encouraged by marketers. In fact, consuming for status [Read Story]

How in-store sampling influences your choice?

Can in-store sampling motivate you to act and purchase a cosmetics product? In this research, we looked at the significant motivations driving cosmetics shopping in retail setting, and examined how in-store sampling can be used to enhance choice goal attainment. We also focused on the influence of choice goal attainment on decision satisfaction when in-store sampling is used as a promotion technique.

Wooing Indian luxury alcohol brand consumers

This may come as a surprise to many readers of my website as to why am I focusing on luxury alcohol consumers and that too for India. Well, recently Euromonitor International published a very interesting report on luxury alcohol market for BRICS economics. The report shows that for luxury alcohol industry, three BRIC countries will [Read Story]

Event Invitation: Beyond Bling: The role of conspicuous consumption in today’s society

Beyond Bling: The role of conspicuous consumption in today’s society 6th November 2012, 3pm – 5pm Clarence Room, Hilton Metropole, Brighton - BN1 2FU Recently, I won funding from Economic and Social Research Council (ESRC) of the UK to arrange an event under the auspices of Festival of Social Science 2012. So, you are warmly [Read Story]

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 [Read Story]

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 [Read Story]

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