Essays about: "Marketing of Luxury Products"

Showing result 16 - 20 of 23 essays containing the words Marketing of Luxury Products.

1. 16. Characteristics of and how to maintain a luxury brand

   University essay from Högskolan i Borås/Institutionen Textilhögskolan

   Author : MALIN NÄSSEL; LINNÉA PERSSON; [2011]
   Keywords : luxury fashion brands; designer; fabric; production; quality; image; marketing; distribution channel; price;

   Abstract : We want to identify the factors of how to maintain a luxury fashion brand. To do this, we have to find what characterizes a real luxury brand. We want to go into depth and find the underlying and often invisible aspects within a luxury brand. READ MORE

3. 17. Does experiential marketing affect the behavior of luxury goods' consumers?

   University essay from Handelshögskolan vid Umeå universitet

   Author : Elsa Snakers; Elise Zajdman; [2010]
   Keywords : marketing experiential marketing affect luxury;

   Abstract : Nowadays we are in a very competitive market where products have all very sustainable competitive advantages. It is difficult to find the difference between products. Finding a new way to reach this advantage of differentiation from one to another is becoming the key issue for companies to survive in this context. READ MORE

4. 18. An Exploratory Study on Young Thai Women Consumer Behavior toward Purchasing Luxury Fashion Brands

   University essay from Akademin för hållbar samhälls- och teknikutveckling

   Author : KAMOLWAN TOVIKKAI; WIWATCHAI JIRAWATTANANUKOOL; [2010]
   Keywords : Thai female students; Luxury fashion products; Luxury fashion brands; Consumer behavior;

   Abstract : Abstract Date: June 2, 2010 Program: MIMA – International Marketing Course name: Master Thesis (EFO 705) Title: An Exploratory Study on Thailand‟s Young Women: Consumer Behavior toward Purchasing Luxury Fashion Brands Authors: Kamolwan Tovikkai (851125)Wiwatchai Jirawattananukool (841111) Group number: 2462 Tutor: Konstantin Lampou Problem: If and how personal value, social recognition, and demographics impact Thai female students luxury fashion brand purchases and which marketing strategies should be used to influence their purchase intention? Purpose: -To identify what motivates Thai female students in purchasing luxury fashion brands -To identify the most effective strategies to use in penetrating the market and keeping the loyalty of customers Thailand. Method: Quantitative research method via survey was used for this research. READ MORE

5. 19. Luxury fashion web-shops, a successful distribution channel?

   University essay from Högskolan i Borås/Institutionen Textilhögskolan

   Author : JENNIFER ERDTMAN; CAMILLA HEDINGE; [2010]
   Keywords : luxury; fashion; marketing; brand dilution; brand integrity; web shop; e tailing;

   Abstract : Purpose: Can luxury fashion brands use websites and web-shops and still keep a sense of drama and exclusivity around their brand and at the same time avoid brand dilution?Background: The e-commerce opened up for new possibilities for the luxury fashion brands but due to the dotcom crash around the year of 2000 did many of them become reluctant to the Internet as a selling channel. LVMH was one of the first in this genre to start up a web- shop. READ MORE

6. 20. Luxury for the Masses - but what happens to the brand?

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Sophie Hedenmark; Sophia Westerling; [2010]
   Keywords : masstige; luxury consumption; brand extensions; conspicuous consumption; reference groups;

   Abstract : Once upon a time luxury was the most beautiful wares imaginable that money could buy, created by extremely skilled artisans in small family-owned businesses for society’s true elite. Luxury was not simply a product, but contained a history of tradition, superior quality and an extraordinary buying experience. The luxury market has changed. READ MORE