Essays about: "Marketing of Luxury Products"

Showing result 11 - 15 of 23 essays containing the words Marketing of Luxury Products.

  1. 11. Success Drivers for Vertical Brand Extensions in the Luxury Sector

    University essay from Sektionen för ekonomi och teknik (SET)

    Author : Sebastian Huber; Sarah-Jane Schlegel; [2013]
    Keywords : vertical brand extension; brand transfer; brand stretch; luxury marketing; brand management;

    Abstract : In today's competitive environment, the ability to successfully launch new products at reasonably costs is considered a key success factor for leading brand manufacturers, which is why vertically leveraging existing brands becomes more significant. This is particularly exhibited by the luxury sector, which is increasingly attempting to launch new accessible product lines under an existing brand name in order to reach a larger consumer base and consequently increase profits and sales. READ MORE

  3. 12. Luxury Consumer Behaviour -A Comparative Case Study of Emerging Luxury Markets in China and Finland

    University essay from Högskolan i Borås/Institutionen Textilhögskolan

    Author : Suvi Lukkarinen; Wei Xing; [2012]
    Keywords : uxury consumer behaviour; China; Finland; comparative study;

    Abstract : The study on luxury consumers is always connected to their drives behind consumption. Why people buy luxury products is an interesting question. This thesis investigates influencing forces behind luxury consumer behavior, in a comparative case study on Chinese and Finnish consumers. READ MORE

  4. 13. Spam as an Advertising Tool : Possibilities in drawing people’s attention using carefully thought-out and aimed at the right market spam advertisement

    University essay from IHH, Företagsekonomi

    Author : Elina Ormane; [2012]
    Keywords : marketing; direct marketing; e-mail; spam; advertising technique; advertising tool; mailing; attitude and perception;

    Abstract : It has been considered that spam is one of the worst advertising tools in the Internet because of wide range of porno, Viagra, luxury brands’ replicas and other unwanted mailings all over the world; nevertheless, a lot of companies continue to use this tool for products’ or services’ introduction to their potential clients and partners. According to the author’s personal four-year-experience in marketing field, the mostly asked question by companies is how to advertise the product or service to new potential partners or clients using spam without losing the reputation of the company. READ MORE

  5. 14. Luxury brand’s expansion in China - Opportunities and possible strategies

    University essay from Göteborgs universitet/Företagsekonomiska institutionen

    Author : Xi-Er Dang; Jessica Wan; [2011-08-29]
    Keywords : Luxury industry; Luxury brands; China; Burberry;

    Abstract : Since the economic reform of China in 1978, the country has been under a process of industrialization and modernization. The average household income has risen, where the proportion of middle-class households, earning more than RMB 3 500 per month, has increased. READ MORE

  6. 15. The fast fashion phenomenon : Luxury fashion brands responding to fast fashion

    University essay from Högskolan i Borås/Institutionen Textilhögskolan

    Author : Frida Minhas; Mersiha Memic; [2011]
    Keywords : fast fashion; luxury fashion; responding; high-end; H M; zara; burberry;

    Abstract : Purpose:The purpose of this thesis has been to study, describe and analyze how luxury fashion brands have responded to fast fashion. Background:It has been stated that the life of luxury fashion brands has become more difficult since the proliferation of fast fashion brands. READ MORE