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Luxury brand marketing: Designer extension
Nicola Ko, Admap, November 2013, pp. 33-35
This article discusses a number of collaborative luxury brand extensions which are aimed at delivering an experience for consumers.
This article discusses a number of collaborative luxury brand extensions which are aimed at delivering an experience for consumers. Brand extensions should be consistent with brand values and reinforce the brand story. If a brand extension does not form a coherent part of a wider strategy it risks diluting the brand and losing the 'luxury' tag.
Luxury brand marketing: Socially affluent
Steve Yi, Admap, November 2013, pp. 36-37
This article argues that Twitter is more useful than Facebook for targeting luxury brand consumers through social media, as it allows a more personalised approach.
This article argues that Twitter is more useful than Facebook for targeting luxury brand consumers through social media, as it allows a more personalised approach. LinkedIn and Facebook are both mass communication methods. If luxury brands target affluent consumers through these channels, they risk alienating people who aspire to the brand. Twitter and similar platforms allow personal communication and increase access to staff members who can provide information and services to affluent consumers.
From the editor: Digital luxury
Colin Grimshaw, Admap, November 2013, pp. 3-3
In his editorial, Colin Grimshaw introduces the November 2013 issue of Admap, which focuses on luxury branding.
In his editorial, Colin Grimshaw introduces the November 2013 issue of Admap, which focuses on luxury branding. He discusses the prospects of Burberry, the luxury fashion retailer, following the departure of its ceo to Apple. Burberry is a much referred to brand in this issue of Admap as it utilises digital technology in stores. Digital is critical to penetrating the Chinese luxury market as it allows brands to tell their story.
Luxury brand marketing: The seamless consumer journey
Eve Samuel-Camps and Mayuko Haldan-Jones, Admap, November 2013, pp. 27-29
This article discusses the importance of integrating digital strategies into luxury brand marketing, allowing for more creative brand story-telling.
This article discusses the importance of integrating digital strategies into luxury brand marketing, allowing for more creative brand story-telling. Such brands have traditionally used high quality print ads and many have translated these into digital formats successfully. Digital strategies are vital for luxury brands as their target groups are higher-than-average users of digital media. Online video has become particularly popular with luxury brands as a way of expressing their stories and identities. This development reflects the desire of consumers to seek understanding of brands in order to select ones which express their values. Luxury brands are well placed to use their rich histories to create credible online content.
Luxury brand marketing: The art of luxury
Paul Simonet and Carlos Virgile, Admap, November 2013, pp. 20-23
This article compares luxury brands with art, arguing that both avoid rational justifications for their existence.
This article compares luxury brands with art, arguing that both avoid rational justifications for their existence. Despite the key difference of luxury brands being commercial and necessarily limiting supply, lessons can be taken from the appeal of art. Inspiration, individuality, skilled production, level of difficulty and uniqueness are common to art and luxury brands. A number of luxury brands are discussed in this context, including Cartier, Burberry, Chanel and Hermés.
Luxury brand marketing: Making a luxury brand
Nir Wegrzyn, Admap, November 2013, pp. 24-26
This article discusses the nature of desire and how this relates to luxury brands. People engage with brands to help them engage with the world: to reflect experiences and frame how they want to be perceived.
This article discusses the nature of desire and how this relates to luxury brands. People engage with brands to help them engage with the world: to reflect experiences and frame how they want to be perceived. Luxury brands embody aspirations and desires, and as such cannot be everyday. The article describes key components that create a luxury brand, including price, differentiation, waiting lists, framing and irrationality. It is argued that despite the change in public discourse due to economic difficulties, the desire for luxury brands will continue.
Meeting the needs of affluent Asian consumers
Low Lai Chow, Event Reports, ad:tech Singapore, June 2013
This report draws on insights from a survey of 7,000 wealthy Asian shoppers conducted by Agility Research & Strategy.
This report draws on insights from a survey of 7,000 wealthy Asian shoppers conducted by Agility Research & Strategy. It revealed that the automotive and travel categories were in an especially strong position across the region, although brands in these sectors must respond to the rising use of digital media by high-earning customers. Another trend currently reshaping the market is the growth of "Generation AAA", a group of ambitious, aspirational and affluent young consumers with distinctive preferences and a love of luxury brands.
Consumer meaning making: the meaning of luxury brands in a democratised luxury world
Liselot Hudders, Mario Pandelaere and Patrick Vyncke, International Journal of Market Research, Vol. 55, No. 3, 2013, pp. 391-412
The nature of luxury is constantly changing and this makes it difficult to formulate a universal definition of luxury brands.
The nature of luxury is constantly changing and this makes it difficult to formulate a universal definition of luxury brands. The current paper aims to enrich the understanding of luxury brand meaning from a consumer perspective. In particular, this paper investigates consumers’ perceptions of luxury brands based on the extent to which they associate various attributes to luxury brands. A large-scale survey in the Flemish part of Belgium reveals three facets of luxury brand meaning: an expressive facet that refers to the exclusivity of luxury brands, an impressive-functional facet that refers to premium quality and an impressive-emotional facet that refers to extraordinary aesthetic aspects. In addition, the current study distinguishes three consumer segments (i.e. impressive, expressive and mixed segment) that differ from each other for the importance they attach to these facets of luxury brand meaning. The impressive segment associates luxury brand meaning with both impressive-functional and impressive-emotional facets, while the expressive segment associates luxury brand meaning with the expressive facet, rather than with impressive facets. The third segment, mixed group, thinks both expressive and impressive facets of luxury brand meaning need to be present before a brand can be categorised as luxury brand. In addition, the current study extends previous segmentations by providing a detailed profile of the segments. In particular, this study shows that the views are differentially related to both individual difference variables and various aspects of individual well-being (i.e. self-esteem and negative affect).
Materialism, Attitudes, and Social Media Usage and Their Impact on Purchase Intention of Luxury Fashion Goods Among American and Arab Young Generations
Sara Kamal, Shu-Chuan Chu & Mahmood Pedram, The Journal of Interactive Advertising, Vol. 13, Issue 1 2013
Social media websites such as Facebook, Twitter, YouTube, and Foursquare provide consumers with tremendous opportunities to create and disseminate brand-related content and product usage information around the world.
Social media websites such as Facebook, Twitter, YouTube, and Foursquare provide consumers with tremendous opportunities to create and disseminate brand-related content and product usage information around the world. This study investigates whethermaterialism, an important construct of consumer behavior, is a consequence of socialmedia usage, which also influences users' attitudes toward social media advertising (SMADV) among American and Arab young social media users. In addition, this study examines the relationship between materialism and purchase intention of luxury fashion goods across American and Arab users. Overall, the results suggest that Arab social media users exhibited higher levels of materialism and social media usage as well as more favorable attitudes toward SMADV than did American users. In both samples, social media usage positively predicts materialism and users' SMADV attitudes. Both samples showed positive relationships between materialism and purchase intention toward luxury fashion goods. Theoretical and managerial implications for global online advertisers are provided.
Gowthaman Ragothaman, Mindshare, February 2013
This overview of the technology market looks at the growing field of 'wearable technology', which has been estimated to generate $800m in revenue in 2013 and worth $6bn by 2015.
This overview of the technology market looks at the growing field of 'wearable technology', which has been estimated to generate $800m in revenue in 2013 and worth $6bn by 2015. The article highlights some of the impending developments including the Pebble smart watch, which raised a record amount on funding site, Kickstarter, in 2012; a portable fertility monitor from Cambridge Temperature Concepts; and Armour39, an athletic performance monitoring system. However, there are concerns from privacy advocates about the safety of data generated from mobile devices. Expected trends include the renaissance of watches as accessories, an increasing importance on style as functionality becomes standardised and everyday objects will be retrofitted with technology to allow them to interact with software.
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Behavioural economics, motivation
Buying and shopping
Consumer decision making
Consumer moods, feelings and choice
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Price and pricing effects on consumers
Shopper marketing, path to purchase
Motor and auto
Executive, luxury, prestige cars
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