“Gucci’s flagship store the glass tower in Tokyo is a clear example that the appearance, technology related tools, light installations the displaying of the handbags are presented by handmade material and moreover it also exists the first Gucci Gallery in the store” (Gucci 2012c). In this regards, Gucci supports its brand with non verbal support in Japan effectively because everything was designed according to the consumer’s tastes. Furthermore, the flagship store establishment in Japan is the main window for contributing to the reatiling understanding of luxury brands (Chadha and Husband 2006:75). Gucci South Korea is following its traditional flagship store concept. Gucci’s main distinction in the luxury market is that it follows the latest modern trends and apply it in its unique flagship store concept. Evethough, Gucci is implementing its modern features in its brand but still it is preserving the key traditional characteristics of Gucci (Gucci 2012 k).In this picture,” South Korean actress Lee Young Ae was carrying the jaguar printed model of the latest leather handbag which is bamboo shopper leather tote” (Gucci Bamboo Tumblr 2013).This picture highlights the message of the celebrity people are also following the luxury brands latest collections. Celebrities, activist, artist are the main cooperators for prestigious in order to follow their “differentiation strategy” (Riot, Chamaret and Rigaud 2013:920).South Korea Gucci is also following the global trend of Gucci’s main communication strategy to form an effective communication with their customer. But especially with the South Korean popular actress “Young Ae Lee” is carrying a Bamboo Shopper handbag in “Incheon international airport” and the other celebrity who ...
... middle of paper ...
...is Vuitton Japan and South Korea is the key factor to reach their success.Because for Louis Vuitton, shop window displaying, collaboration with well known celebrities, organizing events, being a sponsor are their main global PR strategy. What is important to highlight is that the collaboration with Japanese artists affected the public relations activities all around the world for example “Louis Vuitton Selfridges in London” (Louis Vuitton 2012 c). Moreover, Gucci Japan and South Korea are also following the global strategies of Gucci. They take the well known Gucci public relations activities and implement it to Japan and South Korea. According to the relevance of the results of the research questions both brands take the global public relations strategies as an example and build their own success stories.
Guccio Gucci was an ambitious man with a dream to create a fashion label with his own two hands, which he fulfilled in 1921 by fashioning high end leather bags. Not long after reaching the pinnacle of his success as an entrepreneur, he passed away in 1953 and willed his hard won name and reputation to his five sons. Aldo took the reins of the rising Gucci business, plowing full speed ahead. Though not as actively involved as his brothers, Rodolfo, one of Guccio’s five sons, married and had a son, Maurizio Gucci. Out of greed, Maurizio then mischievously delegated a plan to steal the Gucci business from his five cousins. With the help from a company, Investcorp, he succeeded, but in doing so he caused the business to plummet and diminish whatever stature it had attained. Maurizio nearly caused the Gucci business to go bankrupt due to his resistance to hire professional management. Fortuitously, Investcorp bought all of Gucci and placed Domencio De Sole as CEO, and Tom Ford as creative director, bringing Gucci out of its dark years and into the highlight once more. When ...
Designer handbags are known to be something that mostly all the women lust after and that men know we covet. They are some luxury items that many people either collect, spend their entire paycheck on, or just spend their lives just dreaming about. It provides sense of the power while walking down street just carrying one and getting more excited whenever some other people notice and know high price tag that is accompanied by the current bag of the choice. So what makes any handbag luxurious? In preparation for each of the upcoming season the designers from all over the world source some best materials, the color forecast, the trend watch, and the design handbags that they just hope will be well received by the loyal customers and press as well. There are around three main components that make any designer handbag somewhat luxurious and therefore sought after the quality, the rarity, and the price.
...specific, the prices of leather goods, accessories, watches, jewelry, shoes and ready-to-wear of Louis Vuitton dropped by seven percent in 2008. Besides, Fujii takes some actions to face the challenges. For example, he sets an Internet business to follow the world trend and to enlarge the distribution channel. Also, he increases the product line to cover the children clothes and enlarges the market by opening stores in mid-size and small cities. Since Japan is still a developed country with wealthy families, the Japanese luxury market would still be a healthy and attractive market for Louis Vuitton and these challenges could be overcome in large extent.
For the past several decades, globalization has been a hot topic and it also anticipates every aspect of the world to connect each other. Likewise, globalization also allows consumers to have more access to catch up with updated fashion. The advantages of globalization bring a new philosophy called fast fashion, which holds quick response time and enhanced design in fashion apparel industry. In this paper, I will deliver By exploring all the aspects of each system, I will conclude the reason why fast fashion becomes the mainstream of the fashion apparel industry, and use one particular brand, Zara, as an example to discover the impact on consumer behavior in detail. Finally I will make some comments on the future of fast fashion and what luxury brands will react to this circumstance……..
The period success of GAP had taken a turn since 2002. Profits and revenue continued to decline. From 2008-2010, just in U.S, 6000 retail stores had been closed because of the financial recession; during this period, Gap closed more than fifty of its 3251 stores. The annual income of GAP had also been successively overpassed by ZARA in 2008 and H&M in 2009, which dropped down to the third in fashion industry (Liu, 2013). And continually, the company’s net income declined to $833 million in 2011, which is 17% less than it earned in 2010 (Exhibit 1) (Ciasullo, Blauvelt, & Lambert, 2012). In U.S, the largest market for GAP, the elder generation who bought Gap products in 1990s had gradually left Gap for different requirements with the increasing age, and Gap was unable to keep its success with the younger generation. In addition, although Chinese market currently has been the second largest market for GAP Inc., they still operate the GAP brand as a follower without any distinct positioning str...
However, when looking to create a luxury brand, one must go beyond what is required of an ordinary brand, to create something of high value and therefore high prices. So instead of just having brand values, it should have brand beliefs, as this will create a stronger emotional connection with its customers. It should aim to go beyond having a logo, but rather a set of distinguishable icons and the brand’s points of sale needs to be somewhere that connects with its customers and becomes something of a pantheon among other retail outlets. Similarly the customer segmentation should have role reversal, so the customers want to buy their products. Luxury brands should instead of actively promoting their advantages over their competitors, never push the customers into buying their products, thereby offering mystique and letting the customers make the value creation. Lastly, a true luxury brand not only offers products but rather a way of life, allowing them to branch out over several product categories, into every aspect of their customer’s
Based on the study, UNIQLO is very important all over the world because its fashion is one of the best designs that were produced by UNIQLO. Fashions are the sources that help the people to wear any kind of cloth to look simple and fashionable. The purpose of this study is to presents the extensive review and analysis of UNIQLO is very good to fulfill consumer needs, wants, and demands in fashion’s world.
In conclusion, it can be said that global marketing has been emerged very rapidly in recent years. It has provided various opportunities for the companies to expand their business to the other regions of the word. However, there remain certain environmental issues that need to be considered before entering in to the desired region. These issues can be resolved with designing the strong global marketing plans and strategies, the data for which can be gathered through conducting global market research. Despite numerous issues, one can easily say that globalisation has reduced the global reach of the organizations as well as customers. It would not be wrong to conclude that
The act of consumption has been the primary means through which individuals in society participate and transform culture. Culture is not something already made which we consume; culture is what society creates through practices of everyday life and consumption involves the making of culture. When attempting to understand certain acts of consumption it is necessary to observe the relations involved in production and consumption. Through technological innovation, the fashion industry has been expanded to play a prominent role in consumers’ purchasing decisions and styles are becoming less difficult to obtain. With the expansion of department stores and shopping being viewed as a leisurely activity, this has continued to transform the act of fashion consumerism. The functional interests feature a rational attachment to clothing items. Symbolic benefits involve status and prestige to fulfill the achievement for positive self-esteem. Further benefits include a provided experience for the individual consumer and the created use of imagery and desire used to enrich one’s life.
-Status symbols: Sophisticated customers who value the distinctive, exclusive collection seem to value the corporate-branded version of luxury. –Philip Martiz, chairman of the board
“Despite worldwide softness in the sale of luxury goods, LVMH has cemented its position as the world’s largest and most profitable player in the category. To stay there it must keep its customers loyal and its brand strong and find new markets worldwide” (Hazlett C. 2004). That is why in its mission they state to represent the most refined qualities of Western “ art de vivre” all around the world. Their objective is to be the leader in the luxury market, continuing to transmit elegance and creativity. This poses some major challenges, the main one is to keep being the leader in the luxury market through a sustainable growth. The main problem to achieve it is the high dependency on three main countries, France, Japan and USA. This becomes a threat because if there is an economic downturn in one country it affects LVMH directly that is why.
The fast food industry’s giant- McDonald’s has become the best-know fast food brand in the world. It employs advertising, sale promotion, public relations and sport sponsorship to promote McDonald’s as a global image (Vignali, 2001). In communication context, the maxim “brand globally, advertise locally” (Sandler & Shani, 1993) is McDonald’s promotio...
Samsung’s global marketing director is assessing how to build the global brand reputation of the company further and upgrade the company’s worldwide brand image to show how to build a global brand. The challenge of Samsung’s marketing director is the branding strategies in global markets. Marketing team has to examine the organizational dynamics to develop a strong global brand.
Designer handbags are both envied and enjoyed by women across the country. With prices ranging from a few hundred dollars to well over $15,000, handbags can be seen as a representation of wealth and social status. In 2014, handbag sales amounted to approximately 9.2 billion dollars, 30% of all revenue generated by women’s accessories (Statista). As sales increase, industry leaders, such as Louis Vuitton, Coach, and Dior, must ensure their marketing strategies attract consumers to their brand and handbag styles. Louis Vuitton, Coach, and Dior’s advertisements portray the need for prominence, autonomy, and aesthetic sensations to depict a luxurious lifestyle.
...enture into overseas market comes with expectations as well as uncertainties due to unfamiliarity. Charles and Keith, the fashion retailer, has to understand clearly that what appeals in one market might not be accepted in the others and this is almost the same for all industries. Thus, a thorough research on cultural background has to be done before entering an unfamiliar ground.