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 [Read Story]
IPL & Youtube: The new strategic online revenue model
In this post, I want to focus on how a completely new and highly strategic internet marketing revenue model has been created by the brains [Read Story]
The local dimension of luxury
[podcast]http://www.pauravshukla.com/podcast/local-luxury.mp3[/podcast] Recently, I was re-reading the book ‘luxury brand management’ wherein the authors – Chevalier and Mazzalovo – suggest three criteria to classify a luxury [Read Story]
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: [Read Story]
Valentine’s Day as a marketing opportunity
While there are many festivities which are related to various types of consumption (i.e. Christmas with Turkey, Diwali with fire crackers, [Read Story]
Luxury consumption: Gucci’s response to recession
In my earlier blog in July (http://pauravshukla.blogspot.com/2008/07/luxury-consumption-will-it-really-be.html) I had stated that Luxury consumption will not affected as much globally by this [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]