Quality is the most significant which influence consumers to purchase product or service. As consumers, people have experienced varieties of goods. This essay will mainly focus on analyzing Louis Vuitton (LV) Alma BB Bag as the sample product. Firstly, author will briefly describe main features and define quality requirement of this bag. Then, this essay will further analyze how to measure the quality of this bag based personal experience and technique requirement. Lastly, this essay will conclude by discussing how to improve and maintain quality of this bag. In terms of luxury products or even limited edition goods, features of which are high quality in corresponding with much higher price. Consumers seldom doubt quality problems for original “true” luxury bags, but still with exceptions. LV Alma BB Bag is currently one of the most popular luxury bags which mainly target at young female consumers. Author chose one Alma BB bag (M91771) as sample product suggested by the picture below. Source: (Louis Vuitton, 2014) Generally speaking, Alma BB is made up by leather and lined with cotton inside. In terms of colors, Alma BB series develops more than 15 different colors and the sample is named as Indian rose. Additionally, rough length, width and height of all Alma BB is 25cm, 19cm and 11cm respectively. Intuitively, the suggested size could simply hold an ordinary pocketbook. Since female are in favor of this bag, they will usually put keys, smatphone and lipstick in the inside flat pocket. In addition, the bag is equipped with a strap, the length of which can be easily adjusted. According to the picture, the bag is specially designed double zips opening and equipped golden padlock. Finally, it’s easily to be seen that the bag is b... ... middle of paper ... ...prove. Additionally, brand owners should consistently to combat with counterfeit such as working in tandem to address the sale of counterfeit by introducing information technology such as code verifying technics. Universally adopted code technics will protect authority of brand respect origins of luxury products. To conclude, author gives brief introduction about LV Alam BB bag, which is almost meet expectation for luxury brand. Then this essay analyzed the quality factors such as performance, aesthetics, reputation, durability, serviceability, price and satisfaction to define this product. Afterwards, this essay continued and extended to discuss ways to measure quality of Alma BB, or even covering other luxury bags. Finally, author put forward ideas about how to improve quality of luxury goods such as supply chain management, education and regulation establishment.
In the fourth paragraph, Thomas writes on the statistics of the fashion industry concerning counterfeit goods. According to the Global Anti-Counterfeiting Group, “at least 11 percent of the world’s clothing is fake” and with that piece of crucial information, Thomas shows the world that she is fully knowledgeable on the production of counterfeit goods. Her appeal to the public on her credibility is of huge importance as she plans to win the public over to her side.
Under Arnault, the company was the world’s leading luxury product group. Arnault believed that LVMH control of retail chains was critical to luxury brand success. The finer points of retailing were believed to be, influencing of the overall image of luxury products, as much as the product attributes.
The principles of marketing (The Times 100, n.d) are a range of processes concerned with finding out what consumers want, and providing it for them. This involves the ‘4ps’ of marketing; price, place, product and promotion. The product decision in any company involves dealing with goods that should be offered to a group of customers (Jobber & Ellis-Chadwick, 2012). Burberry maintains a product line with great width and scope in which their products fall into two main categories; fashion or continuity. Their fashion products are designed to be responsive to fashion trends and are introduced on a collection to collection basis (Burberry, n.d). Continuity products however have life cycles that are expected to last for a certain time period. Burberry also has 3 primary collections; womenswear, menswear and accessories, with the variety of products they can utilize their product mix greatly. Burberry also has...
Also this report will firstly will highlight how Ralph Lauren brand has achieved this complete resonance with its consumers through the all four steps of Keller’s CBBE model in (apex figure1) since its creation. Then, underline the Points of Parity (POP) and Points of Difference (POD) of the Brand to finally recommend ways through which the brand can continue to be successful in future.
From West Village and Fifth Avenue to Japan and Paris, Marc Jacobs offers his highly successful diffusion line, Marc by Marc Jacobs. Marc by Marc Jacobs delivers young men and women fun, fresh, and affordable semi-luxury apparel and accessories, such as a ring with cat ears, a ladybug cotton tee, a metallic leather coat, or a mini satchel bag. The designs mix modern conceptualism with influences from past decades and ads feature off-the-wall fashion photography. Some merchandise is limited edition or are special collaborations with other designers or artists giving customers special one of a kind designs while donating a percentage of profit to numerous charities and organizations. Marc by Marc is able to reach consumers on most social media platforms such as Instagram and Twitter. Marc by Marc Jacobs’s brick and mortars, much like its website, are minimalist, contemporary, humorous, fresh and edgy with dominating hues of black, white, and blue.
Six years after deciding to be an independent public company in late 2000, Coach Inc.’s net sales had grown at a compounded annual rate of 26 percent and the stock price had increased by 1,400 percent due to a strategy keyed to a concept called accessible luxury. Coach crafted the accessible luxury category in women’s handbags and leather accessories by differentiating themselves on price, but matching competitors on styling, quality, and customer service. The accessible luxury strategy mirrors a focus (or market niche) strategy based on low costs. Coach concentrates on a narrow buyer segment and outcompetes rivals by having lower costs than rivals and thus being able to serve niche members at a lower price. Management believed that new products should be based on market research rather than on designers’ instincts. Coach utilized extensive consumer surveys and focus groups to gain insight in the market, and ultimately a competitive advantage over competition. Coach’s $200-$500 handbags appealed to both middle class consumers who now were able to afford a taste of luxury, as well as affluent consumers with the means to spend $2,000 on a handbag on a regular basis.
They effectively advertise their brand, quality, style and elite products, creating a useful image of confidence, sexiness and desire to its consumers, enticing both the female and male market segment. Knowing the exact approach it needs for the purpose of increasing sales and dominating its market. Victoria’s Secret is cleverly using its marketing tactics to keep its consumers engaged with the company and its products. Not all of the same products are offered in each outlet which will require its consumers to visit the store, review the catalog, interact on its social media and visit its website to stay on top of sales and
2006). Burberry’s product line, especially the famous trademark plaid, unfortunately, is not difficult to imitate, the development of “fake Burberry” affects their revenue. In 2010, Burberry won $1.5 million in counterfeit case (Matthew 2010), but the counterfeit apparel and accessories is still the key issue for all major luxury brand (Maman 2012).
After a 4 P analysis of the company one found that it found itself in a luxury market where product quality and constant innovation are key points for the success. That is why the production process and its design can take even months. Product line is extensive however it is only conformed of high priced products. Price in this case is a guarantee of the quality present in the product. Moreover, high pricing represent an element of differentiation that the customer appreciates. However this is not a setback, LVMH has managed to have world wide presence and success. To accomplish it its selective retailing division is of high importance. Nevertheless, promotion posses the major challenge since its through this that the image of the product its transmitted that is why the company poses a major part of its budget in this section. It is Important to note that the percentage allocated is higher than those of most competitors.
However, when looking to create a luxury brand, one must go beyond what is required of an ordinary brand, to create something of high value and therefore high prices. So instead of just having brand values, it should have brand beliefs, as this will create a stronger emotional connection with its customers. It should aim to go beyond having a logo, but rather a set of distinguishable icons and the brand’s points of sale needs to be somewhere that connects with its customers and becomes something of a pantheon among other retail outlets. Similarly the customer segmentation should have role reversal, so the customers want to buy their products. Luxury brands should instead of actively promoting their advantages over their competitors, never push the customers into buying their products, thereby offering mystique and letting the customers make the value creation. Lastly, a true luxury brand not only offers products but rather a way of life, allowing them to branch out over several product categories, into every aspect of their customer’s
For durable and luxurious goods when deciding to buy these products, price is one of the most important factors to be considered as the price of these products are high. Therefore, people will compare the price among various shops and purchase from the shore that offers the best deal at the same quality.
Reviewing the existing literature on this topic, this essay attempts to look at the scale of counterfeiting, the reasons for its growth and the consumer’s attitudes towards counterfeited products. It also provides information about how the counterfeit market poses challenges for customer-brand relations and the strategies that brands can implement to overcome these challenges.
...elated Aspects of Intellectual Property Rights) has not only made it easier for companies to register their trademark in one country or another but it has also extended their level of protection against competitors or counterfeiters.
In conclusion, the research has realized that sustainable fashion is among the developing project perspective and movement of sustainability. The project has the main goal of establishing an arrangement, which can be continued for the foreseeable future in terms of conservationism and social liability. It was noted that all the products made are developed with much consideration to the environmental and social influence all through its overall lifetime encompassing its carbon imprint. The research went further in discussing some components of sustainable fashion including fibre, which includes the employment of ecologically friendly resources such as bamboo, organic carbon as well as hemp. Accordingly, some benefits were provided to show how vital sustainable fashion is to the producer, consumer, and to the environment. However, despite all these, there are some challenges that