Marketing And Consumer Behavior For Luxury Brands

People are connected more by social media and marketing executives have taken notice. The innovation in technology online and through television has increased. Today, people use the internet for shopping using various tools such as laptop and iPhones. We are in the new age of marketing where people are connected via social media and business is trended online. Thus, the innovation in interactive television and online services has expanded the strategies and tactics. This is so because more and more people are using internet for shopping, taking the purchase decisions via range of tools such as laptops, tablets, mobile phones, etc. Throughout

Businesses use platforms such as Twitter, Instagram, and Facebook as a modern tool to share information with their customers. Facebook offers the option for businesses to create a fan page for their company or product. Twitter allows the use of 140-character posts that users can follow, tweet, or retweet. Blogs are less commonly used, but allow businesses to write in journal type format. YouTube offers a video-library to its users with millions of viewers around the world. There are many other types of social media but most of them follow similar general communication capabilities. Utilizing these

While regular brands use advertising media such as billboard, public transportation, radio, flyers, and etc to make their products exposed to as many people as possible, luxury brands usually use magazines to promote their items and this is maintained in a membership system(Marketing - Promotion Strategy, no date). One of the qualifications of luxury goods is that only people of the top drawer, who are the main consumers of the brand, should know the brand or their products. If the brand or items are exposed to the public, their already existing main consumers will leave due to the fact that the items they buy are no more rare and they cannot be the envy of others anymore. This leads to the fall of brand value and this explains why luxury brands do not make themselves exposed to the public by advertising through magazines. Another evidence that luxury brands use differentiated advertising media is that there is a difference in maintaining vip consumers. While common brands advertise online or through text messages due to the development of communications technology, luxury brands still use traditional advertising method, which is ‘direct mail(Finocchiaro 14).’ By providing information about new products or sale to consumers who have enough income to buy luxury items and to the ones who use luxury brands often, consumers feel satisfied that they belong to the prestigious group and get to feel that they are worth being treated in that kind of special way from luxury brands(The attraction of direct mail | Tangent Snowball, no date). Besides, direct mail make consumers see and feel the high value of the brand and the products with classy quality of the mail(Finocchiaro 15). Using differentiated advertising media, luxury brands not only enhace the value of themselves but also enhance the value of their consumers so that they can manage their customers with hugh income.

Through early investment and focus, Burberry have established a leading position in digital in Luxury industry, with over 48 million followers and the brand is present on 20 social platforms including Twitter, Instagram, Facebook, Line and Kakao (Burberry Group, 2017). And The group's digital commerce (burberry.com) services 40 countries in 11 languages through various mobile devices such as mobile, laptop and tablet (Burberry Group, 2017). In 2017, Burberry was ranked Number 1 Digital leader in the ContactLab Digital Competitive Map (Burberry Group, 2017). According to Figure 3, Burberry is best brand in terms of E-commerce strategic reach and third-strongest brand in terms of digital customer experience. According to Figure 4, Burberry obviously improves E-commerce performance from 2015 to 2017. This is because that Burberry redesigned the China site to tailor it more effectively to local preference and behaviour that lead to an increase of around 70% in direct-to-consumer sales (Burberry Group, 2017). This will offer a more personalised digital shopping experience for the customers, both online and by connecting them more effectively to the Burberry’s store. Therefore, the strong customer digital experience and successful E-commerce enable Burberry to reach an extensive customer base and penetrate into global

Online shopping is becoming tremendously popular among customers. Major fashion retailers have established their online presence to expand their market. Primark is one of the fashion retailers having lowest prices among the high street brands. The aim of this study is to analyse the consumer shift from high-street shopping to internet shopping and evaluate how an online store can affect the retail business of Primark.

The marketing industry is an elaborate network that links companies to their consumers, primarily through written communication. The main objective of marketing is to identify trends and patterns in consumer behavior, and utilize the data to influence consumers to purchase more goods. From a macroenviroment standpoint, the general conditions of a market are heavily dependent on global environmental factors. The most significant factor that influences the markets today is technological advancements. Since the release of Facebook, Linked-in, Twitter, and Myspace in the early 2000s, the number of people using social media has increased to over sixty-five percent. The ever-growing dependency on social media platforms, has given marketers the tremendous opportunity to further market potential consumers. Social media marketing is a specific form of marketing that focuses on producing ad content that social media users will post on their own networks. This particular marketing technique is effective because ads and content are created, based on what personal information users post on social media. Firms and organizations that advertise their brands on social media are more likely to increase their customer base and annual revenue. By doing so, companies are able to increase exposure of their brand and widen previous hidden, customer bases. As a marketer, the fine line between right and wrong is often blurred. The amount and

Internet is expected to grow over the forecast period increasing the accessibility of luxury goods. Online selling is very convenient and it appeals to time-poor consumers and as such this distribution channel for luxury apparel is likely to increase over time.

Globalisation has been a significant factor towards to increase in consumer demand towards luxury brands. Increased travel and greater technology such as the internet, and the media are all driving forces which has lead to increased consumer demand, and contributed towards homogonised customer needs. Expansion of luxury brands globally has significantly been driven by increase of wealth in emering markets, such as Asia and India. (Nueno and Quelch (1998). Furthermore due to recession of population growth in Europe, which holds a large percentage of sales of luxury brands, many of these brands are rapidly expanding their operations to cater to affluent Asian consumers who regard Western luxury brands as a statement of good taste (Nueno and Quelch, 1998).

When given a choice between a pair of Prada shoes or a pair of Puma shoes, consumers are aware that both products will provide sufficient comfort and protection to their feet. Yet, when asked in a recent visual survey, which shoe they would choose to buy, 76% of people chose the Prada brand shoe (Appendix p. 7). Given that both shoes can achieve the same purpose, one asks why have so many people chosen that particular brand of shoe over the other? When contemplating the alternative brands of each shoe, it could be suggested that effective branding has enticed consumers to prefer the Prada shoe? The following essay will discuss how branding influences consumers luxury fashion choices.

When given a choice between a pair of Prada shoes or a pair of Puma shoes, consumers are aware that both products will provide sufficient comfort and protection to their feet. Yet, when asked in a recent visual survey, which shoe they would choose to buy, 76% of people chose the Prada brand shoe (Appendix p. 1). Given that both shoes can achieve the same purpose, one asks why have so many people chosen that particular brand of shoe over the other? When contemplating the alternative brands of each shoe, it could be suggested that effective branding has enticed consumers to prefer the Prada shoe? The following essay will discuss how branding influences consumers luxury fashion choices.

Apart from the social parameter to determine consumer behavior toward luxury, other metrics influence the value of the brands and consumer perception. It entails an exploration of the luxury value conceptual model, which incorporates financial, societal, personal, and interpersonal factors influencing the luxury brand and value on customers. Consumers must believe the credibility of the brand reflects luxury, because it is made up of characterization of prestigious brand-name products, especially the psychological benefit of high prices during the recession. In this highly competitive market environment, is important for a company to manage the client or brand, assisting clients in their ability to distinguish between different brands, makes their brand valuation of competitors (Kim, Johnson, 2015). Academic views on luxury brand frequently identify what consumers typically can offer luxury list they course considered to be luxury brands such as Louis Vuitton, Ferrari, Chanel, etc. However, some consumers may be difficult to determine

The results are interesting. For those frequent luxury brands buyers, they got information from every possible resource, including office websites, notifications from the stores, online advertisements, emails, Magazines, texts, social medias as well as word-of-mouths. However, the rest of type of respondents for purchasing luxury branding goods online rarely, is only fed new information

First the results of this study indicate that brand awareness (H1) has a significant influence on the purchase intention of online shoppers. Specifically this means that when people consider buying a product or service online, they would prefer a brand which has been advertized and they know about it. Nevertheless, brand awareness is likely to be a leading factor in the search for information stage in the online pre-purchase process. In this also called consideration stage (David Court, 2009), the largest number of brands takes place, but since today’s customers are awash in choices, it is eventually reduced based on other factors. This study reveals that consumers could change their preference in favor of an unknown brand if

One can describe as luxury all that exceeds the bare essential. It covers all that one considers superfluous and useless. But in the usual direction, luxury means ostentation and refinement in the manners of living (art of the table, elegant toilet, sumptuous decoration …). The

Seung-A Annie Jin, (2012), used SEM for analysis of potential of social media for luxury brand management and found dynamics relationship among consumer’s perception of value expressive and social adjusted functions of luxury brand satisfaction