In the South Korean Gucci website “Bamboo Shoopper” bag costed from approximately ₩2,665,000. (Gucci 2012 q). Gucci South Korea used to announce the “Bamboo Shopper” bag Facebook Gucci Korea. (Facebook Gucci Korea 2013a).In the South Korean Gucci website “Gucci Icon new Bamboo” bag started from approximately ₩ 2,965,000 - ₩ 3,805,000 according to its style and collection Gucci (2012 i). Gucci South Korea used to announce the “Gucci Icon new Bamboo” bag not only in Facebook Gucci Korea web site but also from their own South Korean Gucci web site. (Facebook Gucci Korea 2013b), (Gucci 2012 s).Starting from the year 2011, mobile, tablet applications and internet has been the main channels which enable Gucci to effectively reach their consumers. (Euromonitor International 2013 g).Fashion shows which are important to display what is the last trend of the brands is in a close cooperation with the PR department because PR has to build different stories and inform public related with the brand. According to the information available in (Pricewaterhouse Coopers Accountants N.V. 2004), “for the 2003 year Gucci’s growth in their long term revenue and growth was depended on a quality fashion shows and a collaboration with the PR department” (Pricewaterhouse Coopers Accountants N.V. 2004:26).Fashion shows for each season is an effective way to take the attention again for the related consumer of the brand.
Media Channels Objectives
“The gatekeepers” who are the critical persons who decide about the quality of the news changes from one culture to another culture (Milkie 2002:855). Especially they are the people who “coproduce, tastemake and select” (Foster, Borgatti and Jones 2011:248).Luxury brands has to rethink how to manage the “consu...
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...(Vogue encyclo 2013), (Gucci 2012 o). These special features of Gucci also contribute to the “brand heritage, creativity, prestige and values” (Kapferer and Bastien 2012:274). According to the Patrizio di Marco communication strategies are playing a fundamental role for Gucci globally (Youtube 2010). Every point in communication has to clearly serve for consumer’s tastes and their needs. In order to meet its consumers on on-line based platform Gucci launched not only a “digitalflaghip” store but also a “Gucciconnect.com” website (Proquest2010). These establishments leads Gucci to a next level in digital world.Gucci lovers can easily shop and check the latest new products of Gucci in the “flagship store” and also follow the fashion shows on-line with “gucciconnect.com”. These platforms unite people on the idea that Gucci is a unique brand.
Facts of the Case: In 2008, Samantha Elauf applied for a job at Abercrombie & Fitch, Inc., who as part of their “Look Policy” prohibit the use of caps. Elauf, as part of her religious practice, wore a headscarf to the interview. She was interviewed by assistant manager Heather Cooke, who gave her a score that qualified her to be hired. Cooke, however, was worried that Elauf’s headscarf was against the store’s policy and called her district manager Randall Johnson. She informed Johnson of her belief that Elauf wore her headscarf because of her religion, and Johnson replied that headwear whether it was religious or not violated the “Look Policy” of the store. Elauf with the help of the EEOC sued Abercrombie on the grounds of religious discrimination. The U.S Equal Employment Opportunity Commission (EEOC) is an agency established by the government of the United States that imposes federal laws that make it
Self-censorship is perhaps what is most ominous in these cases, journalists and editors do not keep track of notes that could affect business interests, the newspaper owners or their relative...
The principles of marketing (The Times 100, n.d) are a range of processes concerned with finding out what consumers want, and providing it for them. This involves the ‘4ps’ of marketing; price, place, product and promotion. The product decision in any company involves dealing with goods that should be offered to a group of customers (Jobber & Ellis-Chadwick, 2012). Burberry maintains a product line with great width and scope in which their products fall into two main categories; fashion or continuity. Their fashion products are designed to be responsive to fashion trends and are introduced on a collection to collection basis (Burberry, n.d). Continuity products however have life cycles that are expected to last for a certain time period. Burberry also has 3 primary collections; womenswear, menswear and accessories, with the variety of products they can utilize their product mix greatly. Burberry also has...
Polo Ralph Lauren the brand has become one of successful brand in America and across the world, as a well-known player in the design and lifestyle industry, under bender Polo Ralph Lauren collection of product range from reasonably inexpensive to expensive brand in men’s, women’s and children wear, accessories, perfumes and home furnishings. Widely seen as the number one brand that symbolize the American Style, Polo Ralph Lauren has implemented to its marketing strategy, which has leaded they to become a strong brand equity since being set up. Also, the brand has been selling its goods internationally, while it has kept up with its 45 years reputation and distinctive image developed across the different products and brands markets. Due to its marketing tools and its high quality brand image, this luxury brand keeps a constant relationship with its customers. Ralph is a truly inspired and continuously aspiring designer. (Garvin, 2008)
...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.
Miuccia Prada once said that “What you wear is how you present yourself to the world, especially today, when human contacts are so quick. Fashion is instant language”. Miuccia Prada and the Prada brand have grown from humble beginnings making quality leather goods to a public traded company with a current market capitalization of over $26 billion (USD) . With the development of Prada as one of the world’s premier luxury brands it provides an excellent case study to examine how strategy paved the way for the success of the Prada brand. First, an examination of Prada’s strategic positioning against luxury brand rivals Louis Vuitton Hennessey Moet (LVHM) and Kering (Gucci). The acquisition history of Prada will be reviewed, where some preliminary conclusions can be made about what has been contributing factors to both the successes and failures. Then finally, an evaluation of what the future holds for Prada and the sustainability of its competitive advantage.
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……..
There are two distinct sides to the debate of journalism, their journalists, and the consumers: traditional journalism and public journalism. In the current digital age there is a greater number of public journalism being practiced. However, journalists and their consumers run into several issues concerning that matter. To express more clearly, there are particular roles and characteristics in which journalism standards are being gauged.
Globalization in its most technical form refers to the lowering of economic and trade barriers between nations, which results in increasing international trade as well as reducing costs through allowing for resource use efficiency (Stiglitz, 2002). Under this model of globalization, the main focus is on economic gain, including the promise of poverty reduction or elimination and other significant social and economic gains (Stiglitz, 2002). Of course, this promise of economic improvement through globalization is not fully delivered on; many countries, particularly developing countries, have actually had losses in their positions through globalization, particularly forced economic globalization (Stiglitz, 2002). However, other
Louis Vuitton, Chanel, Gucci, Dior, Prada, Jimmy Choo, Hermes, Rolex…. These are all; luxury brands and they are everywhere. The luxury fashion market represents an important and increasing sector of worldwide retail (Husic and Cicic, 2009).
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.
Victoria’s Secret represents the idea of sex sells as their main type of advertisement. When most people think about Victoria’s Secret they think bra’s but the product line varies it offers bra’s, panties, sleepwear, fragrances, swimsuits, clothing and shoes. Victoria’s Secret is an inspirational brand with sexy supermodels, top of the line photographers and aggressive advertising. Victoria’s Secret made buying lingerie not only an enjoyment but a must.
-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
In order to see how globalisaiotn is important to business journalism, we will focus on how Internet affects industrial norms of business journalism. In the following, we will first discuss how the new media contributes to the business journalism, and then we will discuss how globalisation changes the business journalism in aspects of professionalism, industrial competition and variety of news.
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.