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 [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 [Read Story]
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.
What goals do you strive for?
Recently I was listening to the book 'Drive' by Daniel Pink wherein the author discusses how the present day motivational philosophy [Read Story]
Should luxury brands use twitter?
Recently, I came across an article which focused on “15 reasons [why] luxury brands must be on twitter”1. When I started [Read Story]
Segmenting luxury brand consumers
In some of my earlier posts, I have stated that there are two simultaneous paradoxical needs among us consumers with regard [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.
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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 in three largest emerging economies of Asia, namely, China, India and Indonesia.
In the first part, I wrote about what Indian consumers’ value the most and how to specifically market to these consumers. In this part, I will offer comparative [Read Story]