Marketing, luxury, branding and more…. – Page 22 – Paurav Shukla, globally renowned expert in marketing, luxury, branding and more….

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]

Download my latest book on

Marketing Research!

0

Days

0

Hrs

0

Min

0

Sec

Click here to get it for FREE!

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]

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 fit between the social trends and keeping up with them is one of the critical strategic issues for all luxury brands. However, with mass-market brands gradually upgrading their appearance, strategic response and approach to marketing their products, many luxury brands are finding it hard to stay ahead of the peck.

In this scenario, many luxury brands have decided to move beyond their niche and diversify very quickly into other market spaces which the consumer may not associate with [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

Listen to my latest radio interview

Is the investment on brand origin and brand image worth it? Case of luxury brands

While luxury brands spend significant amount of budget on branding, there is no empirical evidence as to is the investment really paying off from consumers' perspective. This articles explores the influence of luxury brand origin and brand image on consumer decision making for luxury brands.

Effect of interpersonal influences on luxury consumption: empirical evidence

The article provides empirical evidence as to how others can influence purchase of luxury goods in different markets and suggests strategic managerial implications.

What drives luxury shoppers in China and India across urban and semi-urban markets?

What drives luxury shoppers in China and India across urban and semi-urban markets?

Luxury goods are not just about quality and craftsmanship. They are also about status, identity and social influence. But what motivates luxury consumers to buy expensive products in large emerging markets such as China and India? And how do these motivations vary across different urban and semi-urban segments of consumers within the same market? These questions are particular important as these emerging markets are becoming the growth engines for luxury brands. Moreover, many of these brands are now moving their focus from Tier-1 cities to lower-tier cities in these markets.

These are some of the questions that we, Paurav [Read Story]