[奢侈品牌营销] 书摘

[奢侈品牌营销]
The biggest challenge facing a luxury brand today is devising a strategy that can cope with the extremes of the modern luxury marketplace, with a product range that may extend from $20 socks to $20,000 couture pieces and which may be selling both to Shanghai secretaries and Park Avenue Princesses.
Fashion is now also directly linked with film, music, literature, arts, sports and lifestyle as never before.
When people purchase a luxury fashion item, they don’t just buy the product but a complete parcel that comprises the product and a set of intangible benefits that appeal to the emotional, social and psychological levels of their being. Xp package
Brands are a complete package that provides a source of identity for products.
value-creation ability.
definition of your personality and lifestyle.
The core characteristics of luxury brands are: brand strength, differentiation, exclusivity, innovation, product craftsmanship and precision, premium pricing and high-quality.
paved the way for the application of modern branding and marketing principles in the world of luxury fashion.
The first was his utilization of influential people in society as a publicity tool.
The second business principle that he applied was the use of insight into consumer behaviour as a guide to creating desirable clothes.
         
buy a complete package of experiences, feelings and identities
The key is to understand consumers and what drives them.
         
exclusive and high-status districts
for luxury brands to attain the right balance between commercial feasibility and brand over-exposure.
The advertisement is like the cover of a book and the store is the actual book contents.
Atmosphere is connected with the five human senses: visual, aural, tactile, olfactory, and taste; and an additional sixth sense, ‘emotion’.
luxury stores ought to avoid every possible
noise distraction and retail gaffe that could disturb shoppers, including telephone exchanges of sales assistants.
Brand personality
Impersonal selling encourages the customer to move freely within the store and to spend as much individual time as possible without relying on the assistance of sales staff.
‘Retailment’, a combination of the words ‘Retail + Entertainment’.
‘Branding is not about getting your consumer to choose you over the competition. It’s about getting them to see you as the only solution.’
A brand is the sum of all the feelings, perceptions and experiences a person has as a result of contact with a company and its products and services.
The key tools of luxury fashion branding are differentiation and emotional appeal.
         
The brand identity comprises of the brand personality and the brand image.
Brand awareness comprises of two elements: brand recognition and brand recall.
The major tool of brand awareness creation is visibility,
Brand positioning is the point where the relationship between a brand and consumers become apparent.
Brand positioning occurs on two levels:
1 The Broad level of positioning.
2 The Narrow level of positioning.
If the brand is repeatedly favoured, its share in the mind of the consumer will increase. This is called Brand Share
In the luxury fashion sector, brand-equity measurement is done on two levels, depending on the corporate ownership structure of the brand. For luxury brands that are under the ownership of a conglomerate, their equity affects that of the individual brand and the equity of the holding company.
The second approach to brand-equity measurement for a luxury brand is the simpler single-brand approach.
         
         
         
to define and target the right audience.
         
Luxury brands are niche brands and their advertisements are tailored towards a specific consumer market.
whether the advertisement is product-specific or brand-specific.
differentiate the general style, message and execution of the advertisement.
• Bringing attention to a brand’s good deeds.
• Enhancing the image of a city, region or country.
• Introducing new products or sub-brands to the public
• Influencing government authorities and legislation.
Rule 1: Credibility
Rule 2: Global Appeal
Rule 3: Personality
Rule 4: Uniform Power
Rule 5: Constancy
         
A Business Strategy Model in simple terms is a graphical representation of the elements, processes, plans, tactics and all the features that make up the direction that a company follows in executing its activities.