Marketing, luxury, branding and more…. – Page 13 – Paurav Shukla, globally renowned expert in marketing, luxury, branding and more….

Make them ‘buy now’: How to make users comfortable in buying through your website?

Importance of consumer concerns To create and sustain long-term and mutually beneficial online and offline relationships organizations need to reduce consumers’ perceived risk; increase consumer trust and lessen security and privacy concerns. Addressing these consumer concerns is highly important because consumers increasingly rely on internet for their regular information search [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 [Read Story]

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 [Read Story]

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Thriving on consumer irrationality

It has been well-established in psychology literature that consumers are highly irrational in most of their decision making. Moreover, Daniel Kahneman [Read Story]

Announcement: 2011 MAG Scholar Conference

For those of you who are researching the Asian economies, this is an interesting chance to participate in the debate. The [Read Story]

What is luxury?

When joining the ‘luxury society’ group, one of the interesting questions they asked was to provide your own definition of luxury. [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 reading those 15 reasons, it got me a bit worried. I was unsure as to if any of those reasons really had a merit for a luxury brand. Like most academics, when I read lists like these, I generally tend to do what academics do first. Research – to find out the scientific basis for such list.

Funny enough I came across a recent study carried out by an analytics company in the US, called Pear Analytics². The study was conducted by [Read Story]

The Independent: Can luxury fashion brands ever really be inclusive?
Escaping the 'wild swings' of the stock market: Why Elon Musk should take Tesla private
How brands that disguise their origins do damage to their bottom line
Why Elon Musk should take Tesla private
Researchers find ad campaigns effective in cutting alcohol-fueled sexual advances

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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 brands across developed Western markets, the Asian region is accelerating at a breath-taking pace. While many luxury brands focused on European or American market may be recovering from the Christmas bonanza, those within Asia, especially in China cannot rest. The Chinese New Year is around [Read Story]

Does competitive intelligence help improve the bottomline? (Part 1)

Does competitive intelligence help improve bottomline? This post answers this question based on one of our recent research studies.

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 regular consumption item); (b) geographical scope and the emergance of emerging markets in Asia and (c) tourism trends (where Chinese, Indian and other tourists are flocking the Western markets and buying luxury items in numbers).

This led me to do a quick a [Read Story]