This document proposes a new business that will act as a portal between China and the UK luxury market. The business will be an omni-channel retailer and e-tailer selling British luxury brands. It aims to attract young Chinese luxury consumers by providing an authentic luxury experience and eliminating the need for daigou agents. The business will use eCommerce, mobile commerce, social media, and a retail store to interact with customers. Products will focus on British womenswear, menswear, shoes, and accessories to highlight British heritage and craftsmanship.
Key trends defining the future of luxuryLighthouse
Yves Hanania, the author of "Le luxe demain" and founder of Lighthouse Consultancy shares his insights on the key trends that will shape the future of luxury.
Group Branding Project
Members names on Cover page
Year 2 of BA(Hons) Degree Fashion Media & Industries Course (Fashion Marketing and Management Specialism) LASALLE College of the Arts
A group presentation on Louis Vuitton. It is a case analysis given in the prescribed textbook by the university. We have brought the content up to date (2018) and tried to answer the questions related to the case. By reading this ppt, if you can get a general idea about their business model and their standings among competitor. Please let us know in case of any differences in your opinions or praise us for the good work if you liked it.
Key trends defining the future of luxuryLighthouse
Yves Hanania, the author of "Le luxe demain" and founder of Lighthouse Consultancy shares his insights on the key trends that will shape the future of luxury.
Group Branding Project
Members names on Cover page
Year 2 of BA(Hons) Degree Fashion Media & Industries Course (Fashion Marketing and Management Specialism) LASALLE College of the Arts
A group presentation on Louis Vuitton. It is a case analysis given in the prescribed textbook by the university. We have brought the content up to date (2018) and tried to answer the questions related to the case. By reading this ppt, if you can get a general idea about their business model and their standings among competitor. Please let us know in case of any differences in your opinions or praise us for the good work if you liked it.
Rostislav Šafář, Arrow ECS
Juniper Day, Praha, 13.5.2015
Jestliže SlideShare nezobrazí prezentaci korektně, můžete si ji stáhnout ve formátu .ppsx nebo .pdf (kliknutím na tlačitko v dolní liště snímků).
Bij veel organisaties, waaronder in de bouwsector, is nog veel te verbeteren aan de zichtbaarheid. Dit omvat een consistent uitgedragen huisstijl die terug te vinden is op gebouwen, wagenpark, drukwerk, promotiemateriaal en sociale media. Alles wat een stakeholder van een organisatie ziet, via welk kanaal dan ook, draagt bij aan de branding en dus aan de reputatie. Het goed managen van de huisstijl zorgt voor merkvoorkeur, betere medewerkers, meer omzet en draagt daarmee bij aan het succes van de organisatie.
With the NET-A-PORTER and Yoox merger, all luxury brands need to quickly embrace new e-commerce strategies and to develop unique social media experience.
This takeaway report aims to explore what is at stake for the luxury industry, to highlight few best practice both from a content strategy perspective and from a retail marketing one.
From anti-social behaviours to re-generate exclusivity, to new approaches regarding customers journeys, the opportunity is big for luxury brands.
Featured brands: Hermès, Chanel, Louis Vuitton etc.
More information on http://thisisreup.com
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However, I’d like to share some thoughts with you on what they’ve done rights and where they might go. All comments are welcomed!
Take a look at our latest thinking on traditional luxury and experiences along with some thought-provoking examples on what luxury means to people in other parts of the world. To subscribe to this magazine for free follow this link: https://www.elluminateme.com/magazine/
The first truly digital luxury brand: why Burberry gets it?
With the launch of The Art of the trench, Burberry certainly became the first truly digital luxury brand. The first luxury brand to really understand and adopt digital behaviours to conceive and support its brand online communications. There are many reasons why it became a clear success and digital is certainly one piece of a bigger picture.
An overview of the omnichannel strategies adopted by Louis Vuitton. The additional slides are used as a report. Briefly, it analyzes the new trends in the fashion business.
International luxury brands' survival in China will depend on their ability to ride new trends. Also the ability to develop methods to appeal to the next generation of Chinese consumers.
5 luxury market trends in Southeast Asia (July 2013)Publicis Beijing
Publicly available knowledge on the luxury market is typically global in nature, or focuses only on the big markets in Asia like China. However, Southeast Asia holds opportunity. This deck has been prepared specifically to provide some insight to mid-range luxury brands looking to enter the Southeast Asian markets. PLEASE CREDIT AUTHOR AND BBDO SINGAPORE IF YOU WISH TO REUSE THE INFORMATION IN THIS DECK. Thanks!
The latest Frisk (our British brethren's takes on today's trends) focuses on an oft-contested subject in life (and most certainly marketing): luxury.
Inside Frisk, LB London gives its take on luxury's democratization, trends in wearables, and why the buzzword is more of a state of mind than a price on a tag.
10 French startups disrupting the way you experience fashion online Liam Boogar-Azoulay
It may sound like a stretch to say that French people are the reference for fashion. But as we say, “il n’y a pas de fumée sans feu” (there’s no smoke without fire).
In addition to having a very prolific fashion sense, the French are also very creative when it comes to the shopping experience. The landscape of French fashion startups is flourishing those days: 6 of the 10 companies presented in this article closed a round last spring/summer season and the results of their investments are released now. Let’s open the catwalk: http://wp.me/p2OgMk-65W
10 French startups disrupting the way you experience fashion online
ROSIECROSBIESTAGE2VISUALS
1. 54
A new multi-branded luxury concept store and
e-tailer, the concept behind this business will
be to attract and maintain a loyal following of
young Chinese luxury consumers globally. This
will be achieved through providing a highly
valued luxury experience and unique product
offering. By acting as a portal between China
and the UK luxury market, this eliminates the
need for daigou agents, and resultantly will
bridge the gap between grey market channels
to provide authenticity and trust.
This business will adopt an integrated
omni-channel approach through eCommerce,
mCommerce, social media and a retail store.
Online strategy will enable this new business
to keep in contact and maintain this consumer
base while the concept store will act as a hub
for the community of travelling loyal luxury
shoppers.
As authenticity is a key driver for the Chinese
to travel for luxury products (see chapter 3.2)
and culture is intrinsically important (primary
research findings have shown that the young
Chinese luxury consumer is primarily attracted
to London for the culture (see Appendix 12),
the brands stocked will be British. This will also
be the unique selling point as currently there
are no other retailers with this model targeting
predominantly the Chinese consumer base.
Commission will be earned as a platform for the
British brands; this will eliminate distribution
and sales costs, allowing more time and mon-
ey to be focused on marketing, and selling this
concept through an effective online strategy.
Product selection will include womenswear,
menswear, shoes and accessories.
“FOR BRITISH BRANDS LARGE AND SMALL,
HIGHLIGHTING HISTORY, HERITAGE,AND “
BRITISHNESS” HELPS THEM STAND APART FROM THE FRENCH OR ITALIAN BRANDS
THAT HAVE FLOODED THE CHINESE MARKET IN RECENTYEARS.
MORE SOPHISTICATED CHINESE TOURIST-
SHOPPERS ARE NOW LOOKING FOR DIFFERENT BRANDS WITHOUTA LARGE FOOT-
PRINT BACK HOME,WITH A PARTICULAR FOCUS ON QUALITYAND CRAFTSMANSHIP.
THIS IS PARTICULARLY BENEFICIAL FOR BRITISH BRANDS, MANY OF WHICH ARE LESS
WELL-KNOWN IN CHINA AND THUS LESS LIKELYTO BE CAUGHT UP IN THE
ONGOING ANTI-CORRUPTION CRACKDOWN THAN THE LIKES OF GUCCI OR LOUIS
VUITTON”
(Booker, 2015b).
5.2 Business Model
53
Fig28
103
SHOP STYLE TRAVEL ICON CULTURE
AVANT
G A R
D I A N
AVANT
G A R
D I A N
SHOP STYLE TRAVEL ICON CULTURE
新奢侈
104
新奢侈
8.4 mCommerce
SHOP
Menswear
Womenswear
Shoes & Accessories
STYLE
Tips from brand ambassadors
TRAVEL
Education on new places to travel, information
about Covent Garden
ICON
Micro influencers
CULTURE
British culture today, an insight into
London’s fashion scene
Fig62 Fig63
131
12.0 Future Opportunities
In the future there is an opportunity to operate through one of
China’s well-known retail platforms such as Shangpin, Koudai or
Tmall Global. However without built presence in China, this will
only be possible once established (see Appendix 25).
Store expansion globally is also a viable proposition for the
future,locationsinluxurymarketssuchasParisandNewYorkwould
present the traveller more touch points with the brand, which will
raise additional awareness.
12.1 Stage 1 Aim
TO UNDERSTAND WHETHER THE LUXURY CONSUMER WILL
EVOLVE IN THE FUTURE AND TO RECOGNISE ANY POTENTIAL
OPPORTUNITIES THIS WILL HAVE ON THE GLOBAL
LUXURY MARKET
12.2 Stage 2 Conclusion
Through thorough research into Chinese consumer behaviour,
it can be concluded that this consumer market presents large
opportunities on a global scale and therefore luxury companies
mustconnectwiththisconsumerateverytouchpointontheglobe.
The younger consumer is now becoming highly sophisticated
through experiencing different cultures while studying abroad
and/or travelling to new places. As a consumer group that is
maturingatsucharapidpace,luxurybrandcompanieswillneedto
acknowledge that localisation and personalisation will be key in
attracting and maintaining this highly nuanced consumer for the
long term.
Conclusively, this business venture is original, where the majority
of luxury brands focus their strategies on geography,this approach
is cross border and therefore global.
132
Fig72