Preserve the Luxury or Extend the Brand Case Analysis Essay

L Brands is a specialty retailer focusing on women’s apparel, personal care, and beauty products. Their major brands include Victoria’s Secret and Bath and Body works. L Brands, like all companies, has developed a strategy that they believe will help them be successful. A firm’s strategy encompasses its specific goals, the actions or policies to achieve these goals, and the allocation of its resources to these actions and policies. Firms try to develop a strategy that they believe will help them gain a competitive advantage over other firms in the industry. A competitive advantage is the ability of a firm to consistently earn profits above the industry average. A DuPont Analysis of a firm and its competitors helps to determine whether a firm is experiencing a competitive advantage. A DuPont Analysis shows the Return on Equity (ROE) of a firm. This is a good measure of its profitability. DuPont Analyses also provide a breakdown of ROE to examine the source of any profitability. L Brands employs a benefit strategy. This means that they attempt to provide the best benefits to their customers without necessarily focusing on keeping price down. They say that they are not selling products, they are selling experiences. They do this largely by focusing on providing high quality in-store experiences and utilizing persuasive advertising. They make use of in-store marketing images, music, and helpful sales associates to reinforce what their brand represents. This has

Q1. For this case, involving some exploratory research, Exhibit 12a and 12b show the segmentation and descriptor variables used to collect data for the segmentation analysis. Comment on the appropriateness and comprehensiveness of these attributes. What would your team change in this questionnaire and what other segmentation and descriptor questions would you recommend to ask to respondents for a better segmentation and targeting strategy?

How do your kids stay organized during the school year? As for my kids, they have Mead Five Star products to help them. I share some ways on how your kids can keep organized all year long.

The author who inspired the topic of this thesis is Dana Thomas. As a fashion writer, Dana Thomas, has analyzed the changes in luxury fashion business. Thomas has been writing about fashion for the past twenty-five years in various journals such as Newsweek, The New York Times Magazine, New Yorker, Harper’s Bazaar, Vogue, Financial Times, and more. Dana Thomas’ two books, Deluxe and Gods and Kings, are the inspiration for this thesis. Deluxe: How Luxury Lost Its Lustre goes into great detail the secrets of the leading luxury industry brands, namely Prada, Gucci and Burberry, to showcase the “New Luxury” of today and how “luxury lost its luster” by featuring the manufacturing and logistical processes. Thomas exposes that many luxury brands use the same Asian factories that mass-market retailers employ, which raises questions concerning quality and craftsmanship for luxury brands.

It is hard to imagine that after the financial crisis swept across Europe, many great transitional enterprises had to face collapse and bankrupt while the luxury goods industry become more prosperous. Recently, the French luxury goods group LVMH announced their recent business condition. The volume of the first week in October had incredibly increased by 12% the previous week. The Hermes Corporation also said that in order to meet the increasing number of market demand, it would open 15 branch stores in the latter half of the year. These aroused some fierce debates, the public held a skeptical opinion towards the questions: How can the luxury companies maintain their positions? Why didn’t they strike down by financial crisis?

FRONTLINE® brand products are used to kill fleas, ticks, and lice that harbor themselves in household pets such as cats and dogs. These common pests are easily contracted from other pets or the outside environment and can cause a range of ailments from hair loss, sores, and scabs to anemia, allergies, and other skin diseases. In the U.S., there are nearly 79.5 million households that own either a cat or dog; 30.4% being cats and another 36.5% owning dogs (AVMA.org, 2012). With these substantial numbers of household pets, fleas and tick infestations are a constant threat and reoccurring problem for many pet owners. In 2016, over-the-counter medication, supplies, and veterinarian care generated over $30.6 billion in sales with an overall total

Luxury brands are actively responding to the latest economic downturn, said to be the worst since the Great Depression, racking their brains to escape the grips of the falling luxury goods market. Indeed, the hit to sales has been particularly bad as industrialized nations, traditionally the main luxury good markets, have suffered greatly. With luxury goods consumers having become more diversified by region, class and age, and an increasing number of luxury brand companies adopting professional management structures, luxury brands are approaching their

At the apex of the market was haute couture with it very high-end “custom” product offering that catered to the extremely wealthy. Luxury goods manufacturers believed diffusion brand’s lower profit margins were offset by the opportunity for increased sales volume and the growing size of the accessible luxury market and protected margins on such products by sourcing production to low-wage countries. Eye-catching utilization of their products by prominent figures in society leads to increasing demands for luxury good items and it is a growing industry with the global luxury goods market growing 9% per year. These consumers buy their products for satisfaction and to boost their self-esteem rather than for ease or comfort. All these components blend in the context of a successful business of the luxury goods.

Use of company branding in the marketing mixIntroduction.The JB HI-FI company brand has established itself as a leader amongst Australian home entertainment retail stores. Their philosophy has always been to provide Australians with the cheapest prices and biggest range. As a value player in the entertainment electronics retail market, JB HI-FI has continued its’ marketing theme of “Cheapest Prices Always”. Having grown from ten retail outlets in 1999, JB HI-FI now has 141 stores (Australia: 131 NZ: 10) with $2.731 billion of sales for the year ended 30 June 2010. JB Hi Fi is Australia’s largest home entertainment discount destination store. For over thirty years their philosophy has always been to provide Australians with the cheapest

Gucci Group is a luxury goods retailer focusing on improving their market share while producing high quality fashionable items. Initially, Gucci’s poor business strategy and internal family conflict directly resulted in decreased sales and net income. When Investcorp took control of the company, Gucci regained their success through quality management and acquisitions. Gucci’s product line now includes a large range of products. We would like to continue Gucci’s success and believe that the next major business decision for Gucci is how to manage the new acquisitions. We recommend that Gucci cease further acquisitions of companies to its portfolio and should not challenge the status quo by making big management changes

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

three brands over the last three decades believes he has identified a gap in the market which he wants to fill with his new design line ‘GIVe’(Nexis, 2009). The overall aim of this report is therefore to analyse and evaluate the business prospects of GIVe from a marketing management point of view between now and the end of 2011. The following figure illustrates the report’s structure in more detail:

The CCRC projects set an example of the industry and displayed innovation, social responsibly, and leadership. Other departments in which Hyatt emphasizes leadership are human resources and the management style that is practices on a global scare. Hyatt is proud to encourage, coach, and nurture employees via empowerment. “...Future leaders need to listen, have clarity of purpose, and be authentic”, Mark Hoplamazian, the CEO of Hyatt Hotels, tells Wharton Magazine, “One key essential element in being in a position to lead is being a great listener, and applying yourself to it in a very sincere way” (Wharton, 2012).

High end luxury, extravagance is the core of Elie Saab’s business. The brand has become a symbol of indulgence for the finer luxuries. At the essence, it is one of the few haute couture brands which is an added sense of elegance and importance. The brand focuses on those consumers who look toward the augmented value of the product and not the product itself. The representation of ES as a brand for the affluent and glamorous is the intangible benefit offered through its products. "The decision to pay money for a product or service is often based on more than just the product or service itself. Consumers care deeply about the overall experience of the buying process: They respond to the marketing message, the advertising, the sales approach, the website, the interaction with company personnel, and more. When all these elements come together to form a seamless experience, the customer is left with a feeling of satisfaction that ultimately builds loyalty” (Joseph, 2010). The actual product offered by Saab in haute couture is one created through personalized effort and a guaranteed lifelong experience.

1. A brief history of the brand: origins, key stages in its growth , etc.