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Ochkovskaya last

  1. 1. THE BRAND BUILDING FOR MEN IN FASHION LUXURY INDUSTRY Marina Ochkovskaya
  2. 2. “The specific of brand building for men in fashion luxury industry”
  3. 3. CONTENT 1) Importance of subject and its theoretical background 2) Methodology and research results 3) Discussions and limitations
  4. 4. Historically Russians have strong aspirations to luxury Luxury during tsarism
  5. 5. Today Moscow is the promising market for luxury fashion brands
  6. 6. Men are becoming more susceptible to fashion, luxury and brands
  7. 7. “Men are not what they were. They are more sensitive, more interested in looking good and … a lot keener on shopping” (Mark Tungate)
  8. 8. PURPOSE 1) To find out an attitude to the luxury and motives for fashion brands consumption among men in Russia 2) To rank brands according to males preferences 3) To establish relationship between men’s lifestyle and their consumption of fashion brands
  9. 9. Global trends affecting fashion luxury industry (ref. J.-N. Kapferer) 1) Democratization
  10. 10. More people have access to the luxury world vs
  11. 11. Young luxury consumers in Russia and Asian countries
  12. 12. 2) Globalization But in any case luxury brands are rooted in a culture…
  13. 13. France Italy
  14. 14. 3) Tendency to marry late
  15. 15. 4) Moving towards the experience economy and personification
  16. 16. “All successful people can dance”
  17. 17. The specific of fashion luxury brands
  18. 18. Fashion vs. Luxury
  19. 19. Luxury is timeless… The older the luxury item, the more valuable it becomes…
  20. 20. History and legends constitute a special aura for luxury brands…
  21. 21. Male as a consumer Money is not enough to appreciate luxury, some cultural background is principal for it
  22. 22. Classification №1: Men lifestyle and their attitude to fashion and brands (ref. Mark Tungate) Men Metrosexuals Ubersexuals Retrosexuals
  23. 23. Metrosexuals
  24. 24. Retrosexuals
  25. 25. Ubersexuals
  26. 26. Classification №2: Money based (ref. Сhevalier & Mazzalovo) Millennium money Old money New money Middle money
  27. 27. New patterns of consumer behavior Luxury + Mass market
  28. 28. Methodology and research results Hypotheses about Moscow male consumers of luxury fashion brands H1: They view luxury fashion brands in a positive way H2: The key motive for buying luxury fashion brands for them is prestige H3: Those who are susceptible to fashion trends in clothing also care about their appearance and use skin care
  29. 29. H4: Once loyal to a brand, they usually buy items from the different product lines of this brand (clothes, perfume) H5: Those who wear branded clothing like to spend their spare time listening to classical music or watching performance in a theater H6: They use mix and match approach (Armani+Zara, for example)
  30. 30. In-depth interview (14 people) P&G Middle Manager, 28 y.o. Bank Middle Manager, 32 y.o. Violinist, 26 y.o. Architect, 27 y.o. Investment Analyst, 34 y.o. Surgeon, 44 y.o. Art Director (Advertising), 34 y.o. Fashion blogger, 31 y.o. Indesit Sales Director, 38 y.o. Web designer, 27 y.o.
  31. 31. Luxury consumers (14 respondents) Middle money (12 respondents) New money (2 respondents) Metrosexual (1 respondent) Retrosexual (2 respondents) Ubersexual (11 respondents)
  32. 32. Research results H1: They view luxury fashion brands in a positive way +
  33. 33. - H2: The key motive for buying luxury fashion brands for them is prestige I buy luxury fashion brands because… high quality and prestige 9 respondents prestige 3 respondents quality and longevity 2 respondents
  34. 34. Brands № 1: Clothing Accessories Cologne
  35. 35. H3: Those who are susceptible to fashion trends in clothing also care about their appearance and use skin care +
  36. 36. H4: Once loyal to a brand, they usually buy items from the different product lines of this brand (clothes, perfume). +
  37. 37. H5: Those who buy clothing of luxury brands like to spend their spare time listening to classical music or watching performance in a theater. +
  38. 38. H6: They use mix and match approach +
  39. 39. 1) Intellectual person with strong cultural background 2) Prefers brands with reasonable awareness 3) Likes brands with history but does not mind about young and perspective luxury brands 4) Takes care of the appearance and skin
  40. 40. Thank you for attention
  41. 41. Welcome to Moscow!

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