Moda, marca, consumi nella post-modernitàNino Lopez
I nuovi scenari delineatesi per l’evoluzione della società e lo sviluppo di nuove tecnologie pongono il problema di attualizzare e ridefinire i concetti di segmentazione e posizionamento, e ripensare l'attività del brand management nel suo complesso.
La tesi pone interrogativi sulle modalità con le quali intercettare i bisogni individuali, cercando di comprendere la direzione da intraprendere nella decodifica dei comportamenti d’acquisto.
Questo quadro concettuale è istanziato in ambito moda che rappresenta il territorio di elezione per la comprensione dei mutamenti sociali, economici e relazionali.
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.
Anup Sasidharan, Course Leader for Luxury Brand Management at Pearl Academy explains the market potential and career opportunities in Luxury segment in India.
Burberry - Brand identity and artification analysisAda Di Matteo
The brand identity analysis is carried out by means of Kapferer's Brand Identity Prism. As many other luxury brands, Burberry is engaged in a process of artification (transformation of non-art into art). An analysis of the brand's art initiatives follows.
Moda, marca, consumi nella post-modernitàNino Lopez
I nuovi scenari delineatesi per l’evoluzione della società e lo sviluppo di nuove tecnologie pongono il problema di attualizzare e ridefinire i concetti di segmentazione e posizionamento, e ripensare l'attività del brand management nel suo complesso.
La tesi pone interrogativi sulle modalità con le quali intercettare i bisogni individuali, cercando di comprendere la direzione da intraprendere nella decodifica dei comportamenti d’acquisto.
Questo quadro concettuale è istanziato in ambito moda che rappresenta il territorio di elezione per la comprensione dei mutamenti sociali, economici e relazionali.
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.
Anup Sasidharan, Course Leader for Luxury Brand Management at Pearl Academy explains the market potential and career opportunities in Luxury segment in India.
Burberry - Brand identity and artification analysisAda Di Matteo
The brand identity analysis is carried out by means of Kapferer's Brand Identity Prism. As many other luxury brands, Burberry is engaged in a process of artification (transformation of non-art into art). An analysis of the brand's art initiatives follows.
A detailed report on the brand Scotch & Soda for college research project on various subject implementations of Marketing, Retail, Fashion, Communication, Design, and Business.
Also, this report is solely based on personal research and doesn't disclose any relevant company-based private information.
Comparative costumer profile (Hermès & Gucci) Ava Mihaylova
Comparative costumer profile (Hermès & Gucci)
Research based on flagship stores visits in Italy, France and Switzerland, mystery shopping experiences, company visits in Florence and Paris.
Executive Master in Luxury Goods Management at Università Cattolica del Sacro Cuore of Milan
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.
Here's a proposition of an Experiential Concept Store for Chanel. A completely new way of wowing your public, the media and going viral!
Creators: @alexandre_MB_ + @Stephan_Denis + Simon + Laura + Sara
This is the project that our group prepared to assess the management of a luxury Italian brand in Chinese market. It includes a brief survey, inventory analysis in the local context, as well as the analysis and recommendations to enhance the brand's activities, which will benefit the brand equity in long term of the brand without damaging the brand image. The goal is to "translate" the language of the brand to convey the messages and preserve the importance of craftsmanship, connection with lifestyle, and the symbolism among Chinese consumers.
Digital Marketing Strategies. Case study - Mango Marina Decuseara
What platforms the website has in place and how it should enhance them, the position against their primary competition, how its strategies and tactics are influenced by brand, targeting and positioning, kewords employed in the organic and paid search, email marketing strategy, my recommendations for the organisation.
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
BRAND IDENTITY COMPARISON BETWEEN RALPH LAUREN AND UNITED COLORS OF BENETTONPOOJA
This presentation provides in depth information regarding how the two brands are different from other .There identity prism,target customer and merchandise
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.
Fashion Marketing & Management Portfolio Erin Pearl
The Fashion Marketing & Management Portfolio is detailed coursework during my Bachelor's Degree Program. These courses have given me; beginner to mid level career knowledge and prepaired me for life experience within my field of study. Courses included are as follows; Product Development, Catalog Development, Stock & Inventory Control, Retail Buying, Retail Math Concepts, Business Writing & Special Topics, Public Relations, Fashion Show & Event Production, Apparel Evaluation, Visual Trends & Concepts, Portfolio 1 & 2, Professional Development, Art History & Costume History, and Textiles & Fabrications.
This white paper was initially published in French in June 2010 by Daniel BO and Matthieu Guevel. This English version has been translated, adapted, and thoroughly revisited by Aurelie Pichard in January 2011.
A detailed report on the brand Scotch & Soda for college research project on various subject implementations of Marketing, Retail, Fashion, Communication, Design, and Business.
Also, this report is solely based on personal research and doesn't disclose any relevant company-based private information.
Comparative costumer profile (Hermès & Gucci) Ava Mihaylova
Comparative costumer profile (Hermès & Gucci)
Research based on flagship stores visits in Italy, France and Switzerland, mystery shopping experiences, company visits in Florence and Paris.
Executive Master in Luxury Goods Management at Università Cattolica del Sacro Cuore of Milan
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.
Here's a proposition of an Experiential Concept Store for Chanel. A completely new way of wowing your public, the media and going viral!
Creators: @alexandre_MB_ + @Stephan_Denis + Simon + Laura + Sara
This is the project that our group prepared to assess the management of a luxury Italian brand in Chinese market. It includes a brief survey, inventory analysis in the local context, as well as the analysis and recommendations to enhance the brand's activities, which will benefit the brand equity in long term of the brand without damaging the brand image. The goal is to "translate" the language of the brand to convey the messages and preserve the importance of craftsmanship, connection with lifestyle, and the symbolism among Chinese consumers.
Digital Marketing Strategies. Case study - Mango Marina Decuseara
What platforms the website has in place and how it should enhance them, the position against their primary competition, how its strategies and tactics are influenced by brand, targeting and positioning, kewords employed in the organic and paid search, email marketing strategy, my recommendations for the organisation.
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
BRAND IDENTITY COMPARISON BETWEEN RALPH LAUREN AND UNITED COLORS OF BENETTONPOOJA
This presentation provides in depth information regarding how the two brands are different from other .There identity prism,target customer and merchandise
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.
Fashion Marketing & Management Portfolio Erin Pearl
The Fashion Marketing & Management Portfolio is detailed coursework during my Bachelor's Degree Program. These courses have given me; beginner to mid level career knowledge and prepaired me for life experience within my field of study. Courses included are as follows; Product Development, Catalog Development, Stock & Inventory Control, Retail Buying, Retail Math Concepts, Business Writing & Special Topics, Public Relations, Fashion Show & Event Production, Apparel Evaluation, Visual Trends & Concepts, Portfolio 1 & 2, Professional Development, Art History & Costume History, and Textiles & Fabrications.
This white paper was initially published in French in June 2010 by Daniel BO and Matthieu Guevel. This English version has been translated, adapted, and thoroughly revisited by Aurelie Pichard in January 2011.
Cette présentation est un résumé de l'histoire de l'utilisation de l'or de l'antiquité à nos jours en passant par des cultures européennes, américaines et asiatiques.
Toutânkhamon (né vers -1345, mort vers -1327) est le onzième pharaon de la XVIIIe dynastie (Nouvel Empire). Selon les dernières études, il est le fils d'Akhénaton et de la propre sœur de ce dernier, dont l'identité est inconnue, mais baptisée Younger Lady1, dont la momie est répertoriée KV35YL, et non le fils de Néfertiti, comme on pouvait le croire jusqu'à présent2. Manéthon l'appelle Chebres.
On ne sait pas pourquoi ce n'est pas directement lui qui succède à son père. Peut-être son trop jeune âge à l'époque, environ 9 ans (on trouve aussi 5 ou 6 ans), dans une période de troubles, de remises en cause des religions, de bouleversement des valeurs traditionnelles et de risque de guerre avec les Hittites. Il va régner jusqu'à l'âge de dix-huit ou dix-neuf ans (certains spécialistes comme, Marc Gabolde et Edward Frank Wente disent 20 ans). Son règne est situé entre les années -1336 / -1335 à -13273.
Pharaon obscur, Toutânkhamon doit sa célébrité à la découverte de sa sépulture par l'archéologue britannique Howard Carter le 4 novembre 1922 et au fabuleux trésor qu'elle recèle. La notoriété de la découverte augmenta grâce à une légende reprise par la presse de l'époque et faisant état d'une malédiction du pharaon.
16. Ding « Simu Xin », long : 64cm; larg. 47.5cm; h: 79cm Bronze de la tombe de Dame Hao, Anyang (Henan), milieu du XIIIe siècle avant notre ère. Si Mu Xin Mu : « mère »
17.
18. Statue de Fu Hao, Yinxu. Exemple d'os oraculaire, dynastie Shang musée de Yinxu.
49. Tigre, Jade, L:14.1cm, H : 3.5cm, Tombe de Fu Hao, Anyang (Henan), ca. 1200 av. J.C. Éléphant, Jade, L: 6.5cm, H : 3.3cm, Tombe de Fu Hao, Anyang (Henan), ca. 1200 av. J.C.
50. Dragon, Jade, D. : 5.8cm, Tombe de Fu Hao, Anyang (Henan), ca. 1200 av. J.C. Dragon, Jade, L:8.1cm, H : 5.6cm, Tombe de Fu Hao, Anyang (Henan), ca. 1200 av. J.C.
58. Hache d’armes yue , tombe de la reine Fu Hao, Anyang (Henan), Bronze, H. : 39.5cm, l.37.3cm, poids : 9kg. Vers 1250 avant notre ère. Anyang, musée de Fu Hao.
62. Coupe à boire gu Tombe de la reine Fu Hao, Anyang, (Henan), ivoire et turquoise. H : 30.3cm, diam. Du col : 11.2cm; épaisseur du bord : 0.1cm. Fin de l’époque Shang, vers le XIIIe siècle avant notre ère. Anyang, musée de Fu Hao.