Luxury Victims (2)


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In 2015, China will be 1st and in 2025 India will be 5th ....we are talking about the luxury market ¡¡¡
Contains 3 videos LVHM Spring Collection 2012- China and Luxury - India and Luxury.

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Luxury Victims (2)

  1. 1. Luxury Victims 2012
  2. 2. Louis Vuitton CEO, Yves Carcelle
  3. 3.  Their economics will become much more compelling as the economic downturn makes opening stores and traditional advertising economically challenging. Look for all types of traditional luxury goods and services providers to begin to imitate the techniques of these luxury innovators or to acquire them.  Changing Models  Using Global communities more  Crowd sourcing
  4. 4. • In the recent boom, some in the luxury industry deluded themselves into believing that the more expensive an item, the greater its appeal to the wealthy, regardless of quality, functionality and service experience. University research suggested that the more expensive a consumer was told an item was, regardless of the fact that it was the same quality as a much lower priced item, the more the happy chemicals in the brain approached a state of bliss. • In times of economic crisis, that high can only last so long. Most of the wealthy are self-made, and have sacrificed to earn every cent while delivering great quality and service to their own customers. Like their customers, they use both sides of their brains to make luxury purchasing decisions. One empirical example: The 2008 research shows that when it comes to luxury travel, the top two factors influencing vacation destination decisions are: scenery and nature (58%), and cost (56%). So, it’s back to value-added luxury fundamentals in 2009.
  5. 5. In 2015 ….. We should think: E-Luxury + Eco-luxury China and India World turnover in 2007: $233 bill. Powerhouses of luxury consumption USA – largest, accounts for one third Japan China Europe North America 2% Europe 12% Asia Pacific 18%
  6. 6. 1- Unique experience
  7. 7. Roatán Bahamas
  8. 8. 2- The plasure of buying something different and unique
  9. 9. Asian Rusians Brasilians Downside: Opulent & decadent Materialist & consumerist Social segmentation & vanity Exploitative - $1000 LV bag in canvas Not essential Conspicuous consumption Upside: Need not be vulgar but sophisticated Aesthetic expression Social positioning more democratic than ‘caste’ system Can be genuine pursuit of excellence Selling dreams/mystical experience
  10. 10. Classic Standards: • Need a change ¡¡ • But with style and European look. • Spanish Loewe Add: •
  11. 11. Eco Luxury // E-luxury: Luxury brands have to change their mentality and they must take into consideration the environment, etc..
  12. 12. World Luxury Association (In 2015)
  13. 13. Luxury model for ASIA: Stage 1: Subjugation, desire based Stage 2: Start of money, India Stage 3: Show off, new rich, China Stage 4: Fit in, Conformity, Joneses, Taiwan/Korea Stage 5: Way of life, Japan, Hong Kong
  14. 14. China in 2015 : 1st in the luxury market • They only buy exclusive products • At least 3 cars and travel 3 times per year. • 30-40 years old • Love to buy and they change their clothing every 3 months • Intelligent, modern, they have more than 1 university degree and they are conscious about the environment, animals, etc…
  15. 15. • People’s Republic Change • Luxury in a Shift • Faces of Luxury
  16. 16. They prefer: Apple Louis Vuitton Cartier Hermes Chanel Maotai
  17. 17. Shanghai: Plaza 66.
  18. 18. Shanghai: • Shanghái is the city for luxury • A city with 23 millions and 132000 are multimillionaire. • 18,3% of Luxury Sales 33000$ 7500$ 12000$
  19. 19. Huaihai Road:
  20. 20. Hermès in China: (new brand Shang Xia)
  21. 21. Over one million luxury consumers Potential new customers: eight million With high disposable income Target audience: 22-55 years Currently worth: US$444mil/Rs2,400cr India has gone from old money to new money India could be in top 5 consumers by 2025
  22. 22. Shopping Centers: in Delhi, Gurgao , Bangalore
  23. 23. Status: • Gucci 41% • Versace 25% • Calvin Klein 31% • Armani 22% • Dior 26% 57 % ..see labels as status symbols.
  24. 24. Susana Puigmartí Cansick Master Title in Marketing. Exe MBA. Degree in Negotiation. Ecole Hôtelière Les Roches