luxury brands

13
BRAND

Upload: hillang-tasap

Post on 18-Dec-2014

789 views

Category:

Business


4 download

DESCRIPTION

The luxury brands has a niche market.

TRANSCRIPT

Page 1: Luxury Brands

BRANDS

Page 2: Luxury Brands

LUXURY BRANDS

Luxury Brands is linked to subjective perceptions of comfort, beauty and a sumptuous lifestyle in objective reality……

"I have the garden, the house, all this is beautiful. A house in Florida too … For me, I assimilate it [luxury] to comfort."

Page 3: Luxury Brands

1.Sit within a tier of a consumer-facing category that seemingly demonstrates price insensitivity.

2. Show that being expensive is of neutral or even positive impact to their image.

3. Demonstrate that perceived price has a

low role among drivers of purchase..

CRITERIA TO MEET THE LUXURY BRANDS

Page 4: Luxury Brands

CORE CHARACTERISTICS OF

AUTHENCITY AND CONVICTION

ICONIC STATUS

GLOBAL

Page 5: Luxury Brands

A U T H E N C I T Y

A N D C O N V I C T I O N

A leading luxury brand must possess an authenticity and sustained conviction to qualities such as excellence, precision, craftsmanship, taste, and innovation that makes choice of brand exceptionally important for purchase.

Page 6: Luxury Brands

ICONIC STATUS

Leading luxury brands must be desired at a level that effectively precludes substitutes during the purchase decision.

GLOBAL

it must be global with at least 30 percent of sales volume being derived from markets beyond its home country and a presence in all the core markets of the Americas, Europe and Asia.

Page 7: Luxury Brands
Page 8: Luxury Brands
Page 9: Luxury Brands
Page 10: Luxury Brands

e -Luxury Brands Element

Page 11: Luxury Brands

SoundIt’s used to stimulate different feelings in the subconscious of the shopper through music type, volume, pitch, tempo.

Visuals involve the use of tools and aids such as colour-scheme, video clips, slideshows, three dimensional product view, zoom facilities of whole and parts of products.

Smell it’s become possible for online consumers to have a whiff of scent while shopping on the Internet.

Page 12: Luxury Brands

Usability is the backbone of a website and crafts the online experience throughnavigation and interactivityPersonalization In the present ‘Generation Me’, society, every consumer desires to be recognised as important, treated with respect and provided with personal attention. General e-retailers such as amazon.com and Britain’s tesco.com have mastered the art of online customer page personalization.

Page 13: Luxury Brands