Fashion Talk

1. 國際精品行銷策略
MARKETING STRATEGIES OF LUXURY BRANDS

2. Characters of Luxury Products
Price Quality Craftsmanship Rarity
Exclusivity Symbolism Elegance Heritage

3. Key Strategies
Storytelling
Create
wants
Experiences Exclusivity
“The luxury industry is built on a paradox:
the more desirable the brand becomes, the more it sells, but the more it sells, the less desirable it becomes.”

4. Personalization
(Example: BOTTEGA VENETA, BURBERRY, LOUIS VUITTON)

5. Luxury goes Digital
Website
Content
Social
Media
APP

6. Case Sharing

7. LOUIS VUITTON

8. LOUIS VUITTON
 the world's most valuable luxury brand and is
a division of LVMH.
 celebrated its 160th anniversary in 2014. The
brand launched its first perfume in 70 years
during 2016
 Product Line: leather goods, handbags,
trunks, shoes, watches, jewelry and
accessories.
Profile
Founded 1854
Country France
Headquarters Paris
Brand Value $28.8 B

9. LOUIS VUITTON x TITANIC

10. LOUIS VUITTON x AUDREY HEPBURN

11. Limited Edition – LOUIS VUITTON

14. HERMES

15. HERMES
 the world’s most desirable luxury brand
 ultra high-end with limited distribution
strategy
 Product Line: leather goods, ready-to-wear,
jewelry, accessories, silk and textiles,
perfumes, watches, home objects
群組 1
Founded 1837
Country France
Headquarters Paris
Brand Value $50.3 B

16. JANE BIRKIN x BIRKIN BAG

18. PRINCESS GRACE x KELLY BAG

20. Special Order - HERMES
(Example: HERMES Color Chart, Birkin, Kelly)

21. Rare Leather

22. Limited Edition - Hermes
Kelly Doll Bolide Shark

24. CHANEL

25. CHANEL
 the most social followers – more than 57
million globally
 ranks as the most desirable brand among
luxury Chinese consumers.
 Product Line: leather goods, ready-to-wear,
jewelry, accessories, watches, cosmetics,
perfumes
Profile
Founded 1909
Country France
Headquarters Paris
Brand Value $7.3 B

26. CHANEL x REISSUE 2.55

27. REISSUE 2.55

28. Classic Flap Shoulder Bag

29. Chanel Le Boy

30. Limited Edition - CHANEL

31. INSIDE CHANEL
(Source: www.chanel.com)

33. BURBERRY

34. Burberry X Line
LINE STICKER FASHION SHOW LIVE BROADCAST

35. Burberry x Line

36. THANK YOU!