Fashion market study 1 1

Fashion Market Study Vasundhra Goel MA FMG JAN’2011

Plan of Presentation $ Objective $ Meaning of luxury $ Characteristics of luxury $ Global luxury market $ Entrance of luxury brands in India $ Face of Indian luxury market $ Luxury – Indian women $ Luxury product categories $ Women luxury market

Plan of Presentation $ Choice of brands $ Entry into India ??? $ Growing consumerism in India $ Indian luxury consumer $ What does the Indian consumer associate luxury with? $ Marketing strategy of luxury brands $ Key Brands – LV and Jimmy Choo -USP -Marketing Mix

Objective of the Project ,[object Object]

$ LUXURY $ ,[object Object],[object Object],[object Object]

LUXURY BRANDS share characteristics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Entrance of High End Luxury Brands in India??? ?? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Face of Indian Luxury Market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

$ Indian market is dominated by Jewellery whereas Global market is dominated by Apparel and Accessories. $ Consumers spend most on “ Look Good “category of Luxury Goods such as Jewellery , watches followed by apparel.

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Luxury-Indian Women

Luxury Product Categories ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Choice of Brands ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Entry into India through…. ,[object Object],[object Object],[object Object],[object Object],[object Object],$ Franchisee Agreement - Bottega Veneta with Media Star Private Ltd. - Blues Clothing Company a licensee of several luxury brands like, Versace Collection, Corniliani etc. - Aigner and Cartier, are present through licensee agreements.

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Luxury Brands and its features

[object Object],[object Object],[object Object],[object Object],Growing Consumerism in Indian Luxury Market

Indian Luxury Consumer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What does the Indian Customer associate Luxury with?

Marketing Strategy of Luxury Brands 4P’S Factor Luxury Goods Place Available in very selected stores or exclusive outlets at very high-end locations. Product Highly customized or limited editions of products, very high personal service levels. Pricing Premium pricing Promotion Predominantly premium. Above the line media. (For eg: Connoisseur magazines, travel channels etc.) Mostly celebrity appeals.

Target Market ,[object Object],[object Object],[object Object],[object Object]

Unique Selling Point ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Product

Product ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Price ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Place

Promotion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Promotion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

A women’s right to shoes Unique Selling Point Bags and Shoes

Marketing Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],$ Different Themes of Shoes -Tutti Frutti -Pom Poms -Doris Day -Candy pops

Marketing Mix ,[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Mix ,[object Object],[object Object]

Marketing Mix ,[object Object]

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