[奢侈品牌营销]
The biggest challenge facing a luxury brand today is devising a strategy that can cope with the extremes of the modern luxury marketplace, with a product range that may extend from $20 socks to $20,000 couture pieces and which may be selling both to Shanghai secretaries and Park Avenue Princesses.
Fashion is now also directly linked with film, music, literature, arts, sports and lifestyle as never before.
When people purchase a luxury fashion item, they don’t just buy the product but a complete parcel that comprises the product and a set of intangible benefits that appeal to the emotional, social and psychological levels of their being. Xp package
Brands are a complete package that provides a source of identity for products.
value-creation ability.
definition of your personality and lifestyle.
The core characteristics of luxury brands are: brand strength, differentiation, exclusivity, innovation, product craftsmanship and precision, premium pricing and high-quality.
paved the way for the application of modern branding and marketing principles in the world of luxury fashion.
The first was his utilization of influential people in society as a publicity tool.
The second business principle that he applied was the use of insight into consumer behaviour as a guide to creating desirable clothes.
buy a complete package of experiences, feelings and identities
The key is to understand consumers and what drives them.
exclusive and high-status districts
for luxury brands to attain the right balance between commercial feasibility and brand over-exposure.
The advertisement is like the cover of a book and the store is the actual book contents.
Atmosphere is connected with the five human senses: visual, aural, tactile, olfactory, and taste; and an additional sixth sense, ‘emotion’.
luxury stores ought to avoid every possible
noise distraction and retail gaffe that could disturb shoppers, including telephone exchanges of sales assistants.
Brand personality
Impersonal selling encourages the customer to move freely within the store and to spend as much individual time as possible without relying on the assistance of sales staff.
‘Retailment’, a combination of the words ‘Retail + Entertainment’.
‘Branding is not about getting your consumer to choose you over the competition. It’s about getting them to see you as the only solution.’
A brand is the sum of all the feelings, perceptions and experiences a person has as a result of contact with a company and its products and services.
The key tools of luxury fashion branding are differentiation and emotional appeal.
The brand identity comprises of the brand personality and the brand image.
Brand awareness comprises of two elements: brand recognition and brand recall.
The major tool of brand awareness creation is visibility,
Brand positioning is the point where the relationship between a brand and consumers become apparent.
Brand positioning occurs on two levels:
1 The Broad level of positioning.
2 The Narrow level of positioning.
If the brand is repeatedly favoured, its share in the mind of the consumer will increase. This is called Brand Share
In the luxury fashion sector, brand-equity measurement is done on two levels, depending on the corporate ownership structure of the brand. For luxury brands that are under the ownership of a conglomerate, their equity affects that of the individual brand and the equity of the holding company.
The second approach to brand-equity measurement for a luxury brand is the simpler single-brand approach.
to define and target the right audience.
Luxury brands are niche brands and their advertisements are tailored towards a specific consumer market.
whether the advertisement is product-specific or brand-specific.
differentiate the general style, message and execution of the advertisement.
• Bringing attention to a brand’s good deeds.
• Enhancing the image of a city, region or country.
• Introducing new products or sub-brands to the public
• Influencing government authorities and legislation.
Rule 1: Credibility
Rule 2: Global Appeal
Rule 3: Personality
Rule 4: Uniform Power
Rule 5: Constancy
A Business Strategy Model in simple terms is a graphical representation of the elements, processes, plans, tactics and all the features that make up the direction that a company follows in executing its activities.
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《奢侈品品牌管理》热门书评
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[奢侈品牌营销] 书摘
7有用 0无用 Zheng 2010-05-15
[奢侈品牌营销]The biggest challenge facing a luxury brand today is devising a strategy that can cope with the extremes of the modern luxury marketplace, wit...
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翻译很烂,质量相当差,内容有些帮助
6有用 0无用 稻草神 2011-01-08
这是我个人看过的书里面,质量最差的书...甚至不及一般盗版。翻译也很差,没有阅读的快感,反倒是晦涩难行...不时的出现一些英文名字,什么这品牌那品牌的...不明白为什么不给中文标注??对于英文感差的人,这算是一障碍。内容上有别于一般商品个人看过的第一步奢侈品方面书,个人认为内容值得一看基本上涉猎了奢...
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关于奢侈品
3有用 0无用 廿一 2012-06-05
关于奢侈品,无论全球市场,还是中国,绝对是一个热门的话题。一般而言,全球经济不景气的大背景下,奢侈品市场和文化市场会异常火爆。卢晓和法国大师谢瓦利埃关于中国奢侈品市场的《奢侈中国》显得非常及时,也很能吸引眼球。本以为该书是向人们介绍奢侈品市场的,读完后,才发现基本上是为国外奢侈品厂商量身...
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编辑不负责任
2有用 0无用 skywalker 2008-05-25
书是好书,可是翻译的不行,或者说是编辑不重视,里面错误很多,如162页和164页的表格居然是重复的。虽说翻译法语刊物比英语刊物要困难一些,但犯下这种低级错误也算是出版社的一种耻辱吧。由于是法国人写的书,看市场的角度和我们平时读到的英美角度不大一样。特别是引入了符号学和品牌识别的一些工具,有耳目一新的...
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做我的奢侈品网站http://lux.istata.com/看看这本书也没有错估计。
0有用 1无用 ismymy 2012-05-20
做我的奢侈品网站http://lux.istata.com/看看这本书也没有错估计,你说我的评论太短了,我就弄长点。做我的奢侈品网站http://lux.istata.com/看看这本书也没有错估计,你说我的评论太短了,我就弄长点。做我的奢侈品网站http://lux.istata.com/看看这本...