Values And Design Of Maison Martin Margiela

The design included luxury and perfection with additional of avant-garde vision of the future, creating the minimalism designs (Figure 3). The philosophy could be found from the way an item is designed which is having all ages to work together in the company, traditional techniques and craftsmanship such as screen-printing, tie-dyeing as well as latest technology. The philosophy had created a modern image of luxury that pushed the boundaries and become unconventionally fashionable (Graves, 2012, p.139). Her designs are not predictable nor obvious, different and wrong, creating collections to allow women to be feminine and alluring without having to revert to a masculine form to suggest intelligence or autonomy (Lovinski, 2010,

Reaching public and targeting customers is something that is acquired through marketing. Clothing and latest trends would never ever be in customers approach without the aid of fashion marketers. This is where fashion marketers are required. Their job is to transport the fashion and latest trends to the target customers. It chains the essentials of advertising, design and business administration, as well as an appreciative of the fashion world, in order to take the consideration it desires to be effective ( Bohdanowicz & Clamp, 1994). These are the people who have a keen and deep sense of upcoming traditions and they rule the market. They are the trend setters. They have know-how of current as well as future fashion trends. They are the futurists of the arena who not only identify what will be efficacious and which customer crowd will be the greatest concerned, but know how to market the clothes to these target customers. Most of the experts of this field work behind the scenes.

In luxury marketing, there is a delicate relationship between 4 factors that most strongly influence the purchase of the luxury consumer. They are the exclusiveness of the brand, the reputation of the brand, forms of distribution and price/value affiliation. Exclusivity cannot always be ensured due to immense competition. But by consequence, it is not the key requirement of a luxury consumer. The consumer bases their

This research is written to explore the consumer behaviours associated with fashion purchasing and help the manager understand what drives consumers to buy fashion products so as to determine the campaign strategy. The study proposes to investigate the people perceive what is fashion or unfashion and discover the possible relationship between different factors and the consumers’ willingness toward fashion. These factors include the effects of brand, the influences of mass media and social network, various shopping places. Surprisingly, the different attitude between different genders toward fashion is considered as an essential factor for people to engage in fashion purchasing.

Since its foundation dating back in 1950s, the concept of brand image has become the crucial factor which decides the buying behaviour of consumers. Further with the emergence of fashion industry and globalisation brands have travelled across the countries border , companies are constantly working in providing good quality of goods and services in order to build a strong brand image which will guarantee them the consumer confidence and hence results in profit maximisation. So it is necessary to examine the ways in which consumers are influence by brand image which guides their buying behaviour. In this research, influence of brand image will be analysed in accordance with the

First, Baudrillard’ (1993, 1994, 1998) theory, symbolic consumption, as a focal notion of the study, is found to be a good foundation to understand consumers’ purchasing decisions for fashion brands. The findings show that consumers choose brands which have relevance or desired ‘symbolic value’ for them. Not only Baudrillard, the findings are also in line with the studies of Dittmar (1992, 1994, 2004, 2008), Elliott & Wattanasuwan (1998a) and Wattanasuwan (2003, 2005) regarding how consumers use fashion products; symbolic consumption is used to represent actual self-identity, and also to create ideal self-identity.

Consumers’ tastes and preferences along with fashion trends influence the products in the marketplace. The ability to provide a compelling value proposition

In the luxury goods industry, the rapid development has brought the market more brands and the latest design products. Industry matures has caused the accelerated development of a wide range of luxury goods (Chiari, 2009). However, one thing was constant, no matter how much increased production costs, the large luxury brand of origin will not be transfer. Long cultural history is an integral part of the luxury brand, and the origin of products have also brought a certain cultural value for luxury goods (Heine, 2012).Especially for Asian consumers, it seems that in the far west, craft superb tailoring and rich cultural history of the western area are the pursue of Chinese consumers (Sombart, 2001).Louis Vuitton 's president has said that (2013), “when customers buy our products, they expect Western quality. The mystery of the origin of our brand is closely linked with our brand”. Although with the close of trade, many luxury goods in the production and sales process will cooperation with other country’s companies, the final product definitely launch in the country of origin. Gucci is a legendary brand in Florence (Italy), and it will also strictly control the production done in Tuscany (Italy), to ensure pure and high-quality products (Gucci, 2015). Therefore, a regional feature has brought an intangible value and more local cultural characteristics to the luxury goods.

This report investigates the fashion clothing purchase behavior by examines the drivers such as perception and motivation. Four adults have participated in this research, in order to complete an interview which conducted under QUT guidelines, and transcripts collected have been used as thematic analysis for further process. Some major findings and recommendations generate after data analysis of interview transcript. Notwithstanding that fashion is subjective, Researcher discovered commonality that consumers tend to perceive a brand value with its price, and higher price implicates better quality and value. However most of the consumers reveal the

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.

Chloe is a maison (subsidiary) of Richemont SA. Apart from Chloe, there are other world’s leading luxury goods companies managed by Richemont like Cartier, Lancel, Alfred Dunhill, Montblanc to name a few. Perhaps, that could be one of the most valuable resources Chloe enjoyed over competitors. According to Geoffroy de La Bourdonnaye, the Chief Executive and creative director, the company generates a return on investment by focusing on a core line of business and competencies. Chloe engaged in a wide variety of product categories and continue to epitomize the free spirit and values of femininity, modernity, effortlessness and grace. Due to the labor intensity in the fashion industry, Chloe has made human its most important resources, i.e. the skills and capabilities of the design and production teams, the logistic team, marketing team, store personnel and other experts. Being part of Richemont’s Maison, added value to Chloe brand. Andrew & Frédéric (2015) report shows that Chloe capabilities gave it the privilege to establish strategic alliances with other maisons which resulted in being able to produce successful, creative fashion collections. Justifying that, the analysis of the driver of the performance postulates that fashion collection made by a group affiliated brands with foreign experience will be three times more creative than the collection made by the

In the fashion industry, fashion brands are highly associated with branding, because of the intensive competitive fashion markets. Moreover, fashion brands are self-expressing to some extent (Carroll, 2008). Building creative brand image is important for the fashion brands. In addition, Carroll (2008) said that social responsibility and potential risks are the two aspects related to the fashion brands. Just as

Louis Vuitton has successfully gained the title of the world’s leading international fashion house and the world’s most valuable luxury designer brand (O’Connor, 2015). Through their three 3P’s (Brand Promise, Brand Positioning and Brand Performance), it has triumphantly upheld its advantage over its contenders by not only supplying their customers with outstanding products that are incomparable in quality and features, but also offer a customer service atmosphere that is unlike any other (Fill, 2013). New surfacing Markets such as China, has also helped Louis Vuitton to continue to successfully expand, confirm and reinforce position and credibility of their business (Fill, 2013). Louis Vuitton strives on their

Gucci is a multinational fashion brand based in Italy. The brand specialises in leather goods, clothes, and fashion accessories for both and women aged between 24 and 30 years. Gucci was founded in 1921 in Florence, Italy by Guccio Gucci (Gucci Official Site United States, 2016). The main purpose of this paper is to provide an in depth brand analysis of Gucci. The paper will investigate and evaluate Gucci’s vales and identity, and will discuss how successfully these are reflected by Gucci’s business model, supply chain management, and Corporate Social Responsibility (CSR) activities. In addition to that, the paper will critically evaluate Gucci’s brand identity (identity) in relation to its brand image (external).

During the information search stage of their decision-making process, the consumer stated that they constantly looked at online shops and magazines to improve their personal understanding of fashion. It was noted that the consumer’s awareness set consisted of ten different brands. However, the size of her