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Welcome to Luxury Marketing

Welcome to Luxury Marketing. Dr. Satyendra Singh University of Winnipeg s.singh@uwinnipeg.ca www.uwinnipeg.ca. History of Luxury. King and Queens always appreciated beauty/luxury 1010 BC – 100 BC  King David/Solomon, Queen of Sheba 1150 BC – 700 BC  Egypt, Greece

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Welcome to Luxury Marketing

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  1. Welcome toLuxury Marketing Dr. Satyendra Singh University of Winnipeg s.singh@uwinnipeg.ca www.uwinnipeg.ca

  2. History of Luxury King and Queens always appreciated beauty/luxury 1010 BC – 100 BC King David/Solomon, Queen of Sheba 1150 BC – 700 BC  Egypt, Greece 800 BC – 500 AD  Etruscan Empire and Roman Fashion 450 AD – 1500 AD  Byzantine Empire 15th – 16th Century  Italian fashion 1600 – 1750  Baroque fashion 1715  France 1828  Modern luxury fashion 21st Century  Democratization of Luxury

  3. Charles Frederick Worth -- 1838

  4. Luxury is passion Product Line/Length Bag, Shoes, Belts… Product Breadth Hand bag Evening bag Weekend bag … Product Depth Variety of hand bags in this category…

  5. Luxury: Design vs. Modernity Design ??? You decide Lamborghini Ferrari Aston-Martin Modern Traditional Morgan Bentley Rolls Yoyce BMW Mercedes Lexus Comfort

  6. Luxury is Dream Creates social gap  Exclusivity Sensory experience Feel, touch, smell Vibrates your emotions  feelings Object of worship  needs respect Luxury is beauty You may suffer in the name of it, or for it

  7. Dream Categories Fashion (Apparel, bags, shoes, belt…) Perfumes and cosmetics Watches and jewellery Eyeware Other Restaurant Hotels Car Home… Semester at sea

  8. Luxury Depends on Wealth Wealthy >$.5m / year Affluent > $.2m / year Status Income Education Occupation Where you live …

  9. Luxury: Wealth vs. Status HI Wealth Discreet Authentic French Small logo Russians Emerging markets HI Status LO Status Niche Creators British Heritage Need to prove Counterfeit Poor countries Big logo LO Wealth

  10. High Net Worth Individuals (HNWI) People with $1m assets excluding home, car… 11m HNWI in 2011 3m in USA 3m in Europe 3m in Asia-Pacific .5m in Latin America .4m Middle East .1 Africa

  11. Luxury Industry 26m  # of billionaire worldwide ↑ 7% more billionaires every year $150b / year (People spend on luxury) ↑ 20% sales growth / year 200-300 luxury brands

  12. Major Luxury Groups Louis Vuitton Moet Hennessey (LVMH)  30 Louis Vuitton, Givenchy, Marc Jacobs, Fendi, Donna Karen… Richemond (Switzerland)  15 Cartier, Chloé, Montblanc, Lancel… Gucci (Italy)  10 Gucci, YSL, Sergio Rossi… Prada (Italy)  5 Prada, MiuMiu, AzzedineAlaia…

  13. Levels of Luxury Luxury or prestige  Lifestyle setter Bulgari, Hermés, Hugo Boss,… Premium  Aspire to become Luxury HI  Calvin Klein, Tommy Hilfiger,… MI LaCoste, Furla,… LO Zara, GAP, … Fashion  Changes quickly Several

  14. Characteristics of Luxury History Heritage Culture Message Innovation High Price High quality material Differentiation Value creation

  15. Luxury Differentiation PorsheCraftsmanship, proof or expertise, engineering, aesthetic Ferrari Red color, unique sound, make 8000 only per year, F1, 100 yr of exp DucatiRed motorcycles Hermes Kelly and Birkin bags Harley Davidson  distinct sound Lamborghini  Monster of technology Rolls-Royce  like living room, wood

  16. Value Creation Elegance  not only perfume, but also bottle Handmade  gold, diamond, watches, bags,… Rarity  animal skin, silk, make clients wait Made in Europe Precision in craftsmanship ….

  17. Gucci Jackie

  18. Gucci la peleGuccissimaShows mrf process

  19. Hermés Cap Cod -- Craftmanship

  20. ChloéMaterial

  21. Creativity and Innovation

  22. British History – typical lines

  23. Ferrari: red, speed, precision, power0nly 8000 per year

  24. 18 hours of single craftsmanship

  25. Rolls Royce – 2600 hrs, wood, living roomx10 Ford’s price

  26. Bathroom in Flight

  27. Bar in Flight

  28. Bicycle – Lightest

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