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.
Comparing the luxury brand value
Luxury brands are bought in different countries for different values. This study evaluates those values consumers consider and provides a comparison between Indian and British luxury consumers.
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]
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 [Read Story]
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.
What is luxury?
When joining the ‘luxury society’ group, one of the interesting questions they asked was to provide your own definition of luxury. My response to that was “luxury is a state of mind. It is about how you carry yourself and fulfil yours as well as others desires”. My idea focused on the issue of luxury [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 item: (a) strong artistic content; (b) unique craftsmanship and (c) international reputation. While I agree that the artistic content and craftsmanship is what differentiates most luxury product and brands from [Read Story]
Massification of Luxury: the Chinese Invasion
[podcast]http://www.pauravshukla.com/podcast/luxurychina.mp3[/podcast] Analysts world over have been writing about luxury consumption among the Chinese consumers. Few have also discussed the issues of Chinese luxury brands aimed at global consumers including ‘Shanghai Tang’ and ‘LaVie’. However, there is little discussion on how slowly but steadily Chinese entrepreneurs are acquiring or taking over Western luxury brands. This post [Read Story]