Welcome to Luxury Marketing
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Transcript of Welcome to Luxury Marketing
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History of Luxury
King and Queens always appreciated beauty/luxury
1010 BC – 100 BC King David/Solomon, Queen of Sheba1150 BC – 700 BC Egypt, Greece800 BC – 500 AD Etruscan Empire and Roman Fashion450 AD – 1500 AD Byzantine Empire
15th – 16th Century Italian fashion1600 – 1750 Baroque fashion1715 France 1828 Modern luxury fashion21st Century Democratization of Luxury
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Charles Frederick Worth -- 1838
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Luxury is passion
Product Line/LengthBag, Shoes, Belts…
Product BreadthHand bagEvening bagWeekend bag…
Product DepthVariety of hand bags in this category…
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Luxury: Design vs. Modernity
LamborghiniFerrariAston-Martin
???You decide
BMWMercedesLexus
MorganBentleyRolls Yoyce
Modern
Design
Traditional
Comfort
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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
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Dream Categories
Fashion (Apparel, bags, shoes, belt…)
Perfumes and cosmetics
Watches and jewellery
Eyeware
OtherRestaurantHotelsCarHome…
Semester at sea
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Luxury Depends on
WealthWealthy >$.5m / yearAffluent > $.2m / year
StatusIncomeEducationOccupationWhere you live…
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Luxury: Wealth vs. Status
DiscreetAuthenticFrenchSmall logo
RussiansEmerging markets
NicheCreatorsBritishHeritage
Need to proveCounterfeitPoor countriesBig logo
HI Status
HI Wealth
LO Status
LO Wealth
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High Net Worth Individuals (HNWI)
People with $1m assets excluding home, car…
11m HNWI in 20113m in USA
3m in Europe
3m in Asia-Pacific
.5m in Latin America
.4m Middle East
.1 Africa
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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
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Major Luxury Groups
Louis Vuitton Moet Hennessey (LVMH) 30Louis Vuitton, Givenchy, Marc Jacobs, Fendi, Donna Karen…
Richemond (Switzerland) 15Cartier, Chloé, Montblanc, Lancel…
Gucci (Italy) 10Gucci, YSL, Sergio Rossi…
Prada (Italy) 5Prada, Miu Miu, Azzedine Alaia…
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Levels of Luxury
Luxury or prestige Lifestyle setterBulgari, Hermés, Hugo Boss,…
Premium Aspire to become LuxuryHI Calvin Klein, Tommy Hilfiger,…MI LaCoste, Furla,…LO Zara, GAP, …
Fashion Changes quicklySeveral
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Characteristics of Luxury
HistoryHeritageCulture Message
InnovationHigh PriceHigh quality material
Differentiation Value creation
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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
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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….
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Gucci Jackie
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Gucci la pele Guccissima
Shows mrf process
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Hermés Cap Cod -- Craftmanship
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ChloéMaterial
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Creativity and Innovation
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British History – typical lines
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Ferrari: red, speed, precision, power0nly 8000 per year
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18 hours of single craftsmanship
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Rolls Royce – 2600 hrs, wood, living roomx10 Ford’s price
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Bathroom in Flight
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Bar in Flight
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Bicycle – Lightest