We try to answer the questions of " what is luxury? " Abstract ideas combined to form a definition of the term luxury. *taken from blog-lessons @ www.luxme.live
The Concept of Luxury Brands - PresentationKlaus Heine
This presentation corresponds to the paper about the definition and categorization of luxury products and brands, "The Concept of Luxury Brands" by Klaus Heine, www.conceptofluxurybrands.com.
ABSTRACT: This paper defines both luxury products and brands and also distinguishes similar concepts such as premium and masstige and differentiates between major types of luxury products and brands such as accessible vs. exceptional luxury products and connoisseur vs. star brands. In that way, it should create a better understanding of what actually constitutes luxury products and brands, and thus should be useful for both researchers and managers within the field of luxury brand management.
CONTENTS of the Paper:
I. The TAXONOMY OF LUXURY
1. The Basic Definition of Luxury
1.1. The Necessity-Luxury Continuum
1.2. The Relativity of Luxury
1.3. General Perspective for the Definition of Luxury
2. The Major Understandings of Luxury
2.1. The Philosophical-sociological Understanding of Luxury
2.2. The Micro-economic Understanding of Luxury
2.3. The Managerial Understanding of Luxury
2.3.1. Areas of Research
2.3.2. Scope of Luxury
2.3.3. Limiting the Scope of Luxury
3. Luxury Products
3.1. The Definition of Luxury Products
3.2. Categorization of Luxury Product Industries
3.3. Types of Luxury Products
4. Luxury Brands
4.1. The Definition of Luxury Brands
4.2. The Relationships between Luxury Products and Brands
4.3. The Relationships between Luxury Characteristics and Brand Identity
4.4. Types of Luxury Brands
4.4.1. Luxury Brands by Luxury Level
4.4.2. Luxury Brands by Awareness
4.4.3. Luxury Brands by Business Volume
4. Distinguishing Luxury Products and Brands from similar Concepts
5.1. Premium Products and Brands
5.2. Masstige Products and Brands
5.3. Prestige Products and Brands
II. HANDBOOK FOR THE CREATION OF LUXURY PRODUCTS AND BRANDS
1. The Characteristics of Luxury Products
1.1. Price
1.2. Quality
1.2.1. Manufacturing Characteristics
1.2.2. Concrete Product Characteristics
1.2.3. Abstract Product Characteristics
1.3. Aesthetics
1.4. Rarity
1.5. Extraordinariness
1.6. Symbolism
2. The Luxury Marketing-Mix
2.1. Luxury Product Policy
2.2. Luxury Price Policy
2.3. Luxury Distribution Policy
2.4. Luxury Communication Policy
V. CONCLUSIONS
It’s quite common for luxury brands to apply their strong branding values of exclusivity and differentiation to the online space. However, these values are often applied at the expense of user experience...
E-commerce strategies for Luxury Brands (based on sources)Alba Romero Villa
- Positive aspects & Advantages of going online
- How can luxury brands can recreate their brand essence online?
- How can they do to recreate the sensorial offline experience of the brand online?
- What are the elements that conform a luxury buying experience?
Marketing luxury is a paradox. Luxury defies econometric models. Though the processes by which consumers acquire and consume luxury remain an enigma, luxury brand names and products are highly visible in the marketplace. This slide deck empirically explores the luxury sector, the status of international luxury brands, and how luxury is branded and sold to consumers.
The Concept of Luxury Brands - PresentationKlaus Heine
This presentation corresponds to the paper about the definition and categorization of luxury products and brands, "The Concept of Luxury Brands" by Klaus Heine, www.conceptofluxurybrands.com.
ABSTRACT: This paper defines both luxury products and brands and also distinguishes similar concepts such as premium and masstige and differentiates between major types of luxury products and brands such as accessible vs. exceptional luxury products and connoisseur vs. star brands. In that way, it should create a better understanding of what actually constitutes luxury products and brands, and thus should be useful for both researchers and managers within the field of luxury brand management.
CONTENTS of the Paper:
I. The TAXONOMY OF LUXURY
1. The Basic Definition of Luxury
1.1. The Necessity-Luxury Continuum
1.2. The Relativity of Luxury
1.3. General Perspective for the Definition of Luxury
2. The Major Understandings of Luxury
2.1. The Philosophical-sociological Understanding of Luxury
2.2. The Micro-economic Understanding of Luxury
2.3. The Managerial Understanding of Luxury
2.3.1. Areas of Research
2.3.2. Scope of Luxury
2.3.3. Limiting the Scope of Luxury
3. Luxury Products
3.1. The Definition of Luxury Products
3.2. Categorization of Luxury Product Industries
3.3. Types of Luxury Products
4. Luxury Brands
4.1. The Definition of Luxury Brands
4.2. The Relationships between Luxury Products and Brands
4.3. The Relationships between Luxury Characteristics and Brand Identity
4.4. Types of Luxury Brands
4.4.1. Luxury Brands by Luxury Level
4.4.2. Luxury Brands by Awareness
4.4.3. Luxury Brands by Business Volume
4. Distinguishing Luxury Products and Brands from similar Concepts
5.1. Premium Products and Brands
5.2. Masstige Products and Brands
5.3. Prestige Products and Brands
II. HANDBOOK FOR THE CREATION OF LUXURY PRODUCTS AND BRANDS
1. The Characteristics of Luxury Products
1.1. Price
1.2. Quality
1.2.1. Manufacturing Characteristics
1.2.2. Concrete Product Characteristics
1.2.3. Abstract Product Characteristics
1.3. Aesthetics
1.4. Rarity
1.5. Extraordinariness
1.6. Symbolism
2. The Luxury Marketing-Mix
2.1. Luxury Product Policy
2.2. Luxury Price Policy
2.3. Luxury Distribution Policy
2.4. Luxury Communication Policy
V. CONCLUSIONS
It’s quite common for luxury brands to apply their strong branding values of exclusivity and differentiation to the online space. However, these values are often applied at the expense of user experience...
E-commerce strategies for Luxury Brands (based on sources)Alba Romero Villa
- Positive aspects & Advantages of going online
- How can luxury brands can recreate their brand essence online?
- How can they do to recreate the sensorial offline experience of the brand online?
- What are the elements that conform a luxury buying experience?
Marketing luxury is a paradox. Luxury defies econometric models. Though the processes by which consumers acquire and consume luxury remain an enigma, luxury brand names and products are highly visible in the marketplace. This slide deck empirically explores the luxury sector, the status of international luxury brands, and how luxury is branded and sold to consumers.
Anup Sasidharan, Course Leader for Luxury Brand Management at Pearl Academy explains the market potential and career opportunities in Luxury segment in India.
The Luxury Strategy. Break the Rules of Marketing to Build Luxury BrandsCollin Thompson
The Luxury Strategy is the definitive work on the essence of a luxury brand strategy. It puts an end to the confusion around the term, and explains the fundamental differences between 'premium', 'fashion', and 'luxury' strategies. Based on an analysis of the social functions of luxury, of worldwide best practices and on first hand direct experience, it sets out the rules for success, and turns established marketing rules upside down. The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level, including human resources and financial management. It also unveils the original methods that were used to transform small family businesses such as Ferrari, Cartier, Chanel, Gucci, and Ralph Lauren into profitable global brands.
Luxury brands have always been a fascinating sector and luxury brand marketing one of the most complicated disciplines.
Packaged as the 8 P’s of luxury brand marketing, this article attempts to bring together the elements and interplay between the principles that are employed in the luxury brand marketing mix.
The features of the global marketing of luxury products (on the example of lo...diana_vardanyan
Aim - determine the characteristics of global production marketing and develop practical recommendations for the implementation of marketing strategies companies in the global market.
1 part
was studied the international marketing strategies
were identified the features of of the global marketing of luxury products
2 part
was examined the activity of a conglomerate LVMH
was analyzed the market for luxury goods and the competitive environment
3 part
were developed recommendations for the company Louis Vuitton in global marketing
were developed practical recommendations in the global marketing field for companies operating in the sphere of luxury goods
COMPLETE IN DEPTH STUDY ABOUT THE BRAND ARMANIPOOJA
The presentation covers all the aspects of the brand from the strategy followed by it example umbrella branding strategy,brand presence in various fields,noticeable collection etc.
The presentation proposes a new idea for a Zara line extension: Zara for women, a line designed for real women that embraces various body shapes.
The project was done by combining marketing and buying behavior information. Keep in mind that this is a fictitious line. However, actual data about the company and the industry were used to design the marketing plan.
This presentation analyses the luxury industry through the Prada group case. Also, point out some new trends in this industry especially the importance of China new rich purchasing power in luxury industry.
Everlasting luxury is the very seed of luxury as we know it today and in which the evolution of the customer and market has generated a whole series of open-ended questions.
What are the implications of this change on the management of luxury products and services? Do the existing marketing tools still apply? And how does one go about founding and preserving a luxury brand? To this end this research sets out to investigate further and establish the boundaries of everlasting luxury, proposing possible answers to these questions.
Anup Sasidharan, Course Leader for Luxury Brand Management at Pearl Academy explains the market potential and career opportunities in Luxury segment in India.
The Luxury Strategy. Break the Rules of Marketing to Build Luxury BrandsCollin Thompson
The Luxury Strategy is the definitive work on the essence of a luxury brand strategy. It puts an end to the confusion around the term, and explains the fundamental differences between 'premium', 'fashion', and 'luxury' strategies. Based on an analysis of the social functions of luxury, of worldwide best practices and on first hand direct experience, it sets out the rules for success, and turns established marketing rules upside down. The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level, including human resources and financial management. It also unveils the original methods that were used to transform small family businesses such as Ferrari, Cartier, Chanel, Gucci, and Ralph Lauren into profitable global brands.
Luxury brands have always been a fascinating sector and luxury brand marketing one of the most complicated disciplines.
Packaged as the 8 P’s of luxury brand marketing, this article attempts to bring together the elements and interplay between the principles that are employed in the luxury brand marketing mix.
The features of the global marketing of luxury products (on the example of lo...diana_vardanyan
Aim - determine the characteristics of global production marketing and develop practical recommendations for the implementation of marketing strategies companies in the global market.
1 part
was studied the international marketing strategies
were identified the features of of the global marketing of luxury products
2 part
was examined the activity of a conglomerate LVMH
was analyzed the market for luxury goods and the competitive environment
3 part
were developed recommendations for the company Louis Vuitton in global marketing
were developed practical recommendations in the global marketing field for companies operating in the sphere of luxury goods
COMPLETE IN DEPTH STUDY ABOUT THE BRAND ARMANIPOOJA
The presentation covers all the aspects of the brand from the strategy followed by it example umbrella branding strategy,brand presence in various fields,noticeable collection etc.
The presentation proposes a new idea for a Zara line extension: Zara for women, a line designed for real women that embraces various body shapes.
The project was done by combining marketing and buying behavior information. Keep in mind that this is a fictitious line. However, actual data about the company and the industry were used to design the marketing plan.
This presentation analyses the luxury industry through the Prada group case. Also, point out some new trends in this industry especially the importance of China new rich purchasing power in luxury industry.
Everlasting luxury is the very seed of luxury as we know it today and in which the evolution of the customer and market has generated a whole series of open-ended questions.
What are the implications of this change on the management of luxury products and services? Do the existing marketing tools still apply? And how does one go about founding and preserving a luxury brand? To this end this research sets out to investigate further and establish the boundaries of everlasting luxury, proposing possible answers to these questions.
Unveiling Your Unique Style, Path to Self ExpressionNiha Fashions
Ever found yourself staring at your closet, drowning in options but feeling like nothing truly represents you? It’s a relatable frustration...
https://kit.co/Niha/daily-wear
Luxury - Finding Your Train Ticket - 2015Youcef Dridi
Luxury branding is not about getting you to chose a brand over the competition. It’s about getting you to see the brand as the only solution to your desire...
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/
Basics of Retail Math + Retail InterviewJulia Orsa
Retail Terminology, Math and Interviewing tricks you need in 1 hour. Full Free voiceover e-lessons at:
http://jules-o.thinkific.com/collections/retail
In one go, you will acquire the retail knowledge that takes years to master on the job, solve business problems with skills equal to any senior VP, A+ your first industry Interview, & pass that tricky Retail Exam.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
How to Split Bills in the Odoo 17 POS ModuleCeline George
Bills have a main role in point of sale procedure. It will help to track sales, handling payments and giving receipts to customers. Bill splitting also has an important role in POS. For example, If some friends come together for dinner and if they want to divide the bill then it is possible by POS bill splitting. This slide will show how to split bills in odoo 17 POS.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
This is a presentation by Dada Robert in a Your Skill Boost masterclass organised by the Excellence Foundation for South Sudan (EFSS) on Saturday, the 25th and Sunday, the 26th of May 2024.
He discussed the concept of quality improvement, emphasizing its applicability to various aspects of life, including personal, project, and program improvements. He defined quality as doing the right thing at the right time in the right way to achieve the best possible results and discussed the concept of the "gap" between what we know and what we do, and how this gap represents the areas we need to improve. He explained the scientific approach to quality improvement, which involves systematic performance analysis, testing and learning, and implementing change ideas. He also highlighted the importance of client focus and a team approach to quality improvement.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
2. Note of Disclosure
The following presentation
is an extract from
www.luxme.live
blog lesson on
“Abstract of Luxury”
☺
3. Many Forms of Luxury…
Besides all that glitters
In Alice in Wonderland, Caterpillar asked Alice: "Who are you?"
The answer was: "I hardly know, sir. I've changed so many times
since this morning"
It is the same with luxury
4. Many Forms of Luxury…
Besides all that glitters
Water in Desert
TIME for things
you love
Couture
Exotic Food
Far away Travel
Education
AND SO SO SO MUCH MORE
5. Many Forms of Luxury…
Besides all that glitters
Simply Being You
6. Luxury is not just a price tag ... It is your 'Personality'
In the face of mass consumption and sameness of daily offerings, we are at risk of blending with the
crowds. Because luxury is not for mass consumption, it can serve as your identity, a break
away from the rest
Luxury, in essence, offers an escape from the plight of nessuno (being nobody)
Luxury today is about... being, for oneself and for others, not about having. The
key word is your dream, not someone else envy
Can U b U ?
Many Forms of Luxury…
Besides all that glitters
7. There are three general answers:
Luxury as an abstract idea - is a universal certainty, with inherent notion of scarcity. It
invokes an absence of indifference
Luxury as an object - is one that inspires the feeling of unique artistry, it is multisensory
Luxury as a brand - is an internationally recognizable dream that gives a promise of value in
future. Almost everything that we own today tends to depreciate with time; luxury on another hand
keeps its value and grows it with time
What SPECIES is luxury?
8. What GENDER is luxury?
We all have an unconscious norm – assigned gender
Luxury departs from this norm - gender role is not applicable to luxury
Gender is applicable only to the consumer who buys it, not the luxury itself
Why is this question important?
It is in human nature to assigns gender to everything we see and think. It is important for
marketers, who use gender stereotypes to strategically position the product in the minds
of the consumer. With luxury, this position can change depending on the marketer's intended
customer target. LV 'bag' is usually associated with a lady's purse, but can also be associate with a
man's business trip, or a golf club. So, Louis Vuitton has no gender
9. What’s the CHARACTER like?
The Mad Hatter: "I'm investigating things that begin with the letter M"
So what are luxury's manners like?
Luxury is like a person that you date and, with time and enough commitment, get
married to. Judging by the time spent on selection, $ investment and emotional commitment,
it is not a one night stand
It is very cultured (it is born in a specific place and time), thus able to connect with its owners
on a human level by referencing its birthplace
It certainly has manners, as it does not push itself on people in a begging way of purchase. It is
quite a dominatrix, influencing (via multitude of senses - sight, hearing, touch, smell) on
an emotional level
10. WHERE does it live?
“If you don't know where you are going, any road can take you there” - Alice in
Wonderland
Luxury items are not products that fill the gap - they create markets, shape, define
them. They are not 'born' to solve a problem (they are not band aids). But they are born in a specific
birthplace
Luxury always has an origin and a story that goes back to the beginning. A luxury
object's story is rooted in its city and culture (the physical place where it was experienced firsthand).
It is produced in a place that is consistent with its world. Relocation of
production would mean dislocation of the story and inspirations behind
11. WHEN does it live?
“Alice: How long is forever? White Rabbit: Sometimes, just one second”
The icon is born in a second, but lasts forever
Luxury loves time and takes time; rejects and embraces it. Some brands draw heritage from its
past (Chanel), others from its future (Apple). It is after all a very much peacetime industry, when
it is given time to flourish & enrich, educate & dominate
Burberry, a luxury British brand established in 1856, is known for its iconic Burberry Prorsum
trench coat. Interestingly, the word “Prorsum” means “forward"
Prada is set apart from the rest of the luxury brands because it never follows the ‘one point in a
time’ format. The brand stays relevant by the process of patronage of art, in which it lives. And art is
timeless
12. Can you Price it?
Price is quite relative
Luxury has a monetary price (quite high) & a 'time sacrificed' price:
Price works as restriction of mass existence, not definition of luxury
In regards to money, real luxury has no 'premium halo' - a price-to-quality ratio
In regards to time, to "understand" the brand, customer spends time interacting with it (even
admiration takes time)
As a BRAND, luxury can take on an official monetary value. HOW? See presentation on Valuation
https://www.slideshare.net/JuliaOrsa/brand-valuation-methodology
13. SO, If you are a Jewelry brand…
are you luxury?
you begin at the beginning and ask yourself “what is fine jewelry?”
Dean Millard, the editor of the Jeweler Magazine conducted a debate among industry participants
on the definition. While he found that it was nearly impossible to clearly define the term, there were
5 key ideas put forward:
1) “something that is mass produced cannot be classified as ‘fine jewelry” – need for
exclusivity
2) “must be made from fine materials and gems of fine quality and make and
assembled with fine skills” – artistry, scarcity and a unique production process
3) price may or may not be a “factor of the definition” – price is not a standard of
measure
4) “something made to endure over a long period of time” in terms of desire and material –
time relationship
5) the luxury customers would “ultimately decide for each brand” –
universal agreement on the brands standing as luxury