scholarly journals Luxury Fashion Brands and Furniture Design: Investigating Strategic Associations

2018 ◽  
Vol 14 (4) ◽  
pp. 44 ◽  
Author(s):  
Federica Codignola
Keyword(s):  
Research Question ◽  
Communication Strategies ◽  
Marketing Communication ◽  
Fashion Industry ◽  
Luxury Brands ◽  
Furniture Design ◽  
Luxury Goods ◽  
Goods Market ◽  
Do So

The recent phenomenon of the modest growth in the personal luxury goods market has created an urge to face difficulties through innovative brand and marketing communication strategies. This paper examines the potentialities of strategic associations between luxury fashion brands and furniture design. The research question to be here examined is whether synergies with furniture design can represent possible innovative strategic instruments useful to compete in the global sector of the luxury fashion industry. To do so, this paper firstly examines the congruencies and the existent associations between fashion and design. Secondly, it compares luxury fashion brands with the specific furniture design market in order to verify whether and how such inter-sectoral convergence may effectively produce fluxes of value. Results indicate that the association between luxury fashion brands and collectible furniture design in particular is the most fruitful. The value of luxury brands is enhanced and consumers are provided at the same time with innovative and creative luxury experiences.

“Exclusivity Dared”

2017 ◽  
pp. 165-177
Author(s):  
Aster Mekonnen ◽  
Liz Larner
Keyword(s):  
Internet Technology ◽  
Added Value ◽  
Fashion Industry ◽  
Luxury Brands ◽  
Luxury Goods ◽  
Digital Revolution ◽  
Digital Era ◽  
Michael Porter ◽  
Goods Market ◽  
The Impact

While the luxury goods market has been slow to embrace and capitalise on the opportunities related to the digital era that has not been the case for their customers. Fashion luxury brands are no exception to this and some have been noted for their inability to keep up with the digital revolution. In the case of fashion luxury brands, whilst some argue that the offline-online integration has added value to the brands others suggest that it has eroded the panache associated with luxury brand. As luxury fashion brands play a significant role in shaping the fashion industry one cannot ignore the approach to digital integration and the impact it may have on the direction the fashion industry takes. As noted by Michael Porter (2001) whether one should integrate internet technology as part of their business plan is no longer questionable, but rather a matter of how it may be most effectively deployed. Based on case studies this chapter investigates how successful integration of the offline with the online environment can be achieved for such a dynamic industry.

The Intersection of Social Media and Customer Retention in the Luxury Beauty Industry

2017 ◽  
pp. 1305-1328
Author(s):  
Ellen Stokinger ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Market Share ◽  
Communication Strategies ◽  
Customer Retention ◽  
Marketing Communication ◽  
Luxury Brands ◽  
Effective Application ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Ontological Relationship

Debates regarding the ontological relationship between Social Media and customer retention have attracted considerable attention, particularly in the luxury beauty industry. The use of Social Media in the luxury beauty industry has caused many heated debates as it is seen as a form of interference in the exclusivity of luxury brands by limiting the physical and sensual contact between brand and customer. The purpose of this chapter is to provide some insights into how social media impacts on the cosmetics industry. Further, we provide evidence that the effective application of social media in the luxury beauty industry could lead to wider market share, and customer retention. The chapter concludes with some strategies that practitioners and researchers can adopt to develop effective marketing communication strategies, using social media platforms.

The Intersection of Social Media and Customer Retention in the Luxury Beauty Industry

2016 ◽  
pp. 235-258 ◽  
Author(s):  
Ellen Stokinger ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Market Share ◽  
Communication Strategies ◽  
Customer Retention ◽  
Marketing Communication ◽  
Luxury Brands ◽  
Effective Application ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Ontological Relationship

Debates regarding the ontological relationship between Social Media and customer retention have attracted considerable attention, particularly in the luxury beauty industry. The use of Social Media in the luxury beauty industry has caused many heated debates as it is seen as a form of interference in the exclusivity of luxury brands by limiting the physical and sensual contact between brand and customer. The purpose of this chapter is to provide some insights into how social media impacts on the cosmetics industry. Further, we provide evidence that the effective application of social media in the luxury beauty industry could lead to wider market share, and customer retention. The chapter concludes with some strategies that practitioners and researchers can adopt to develop effective marketing communication strategies, using social media platforms.

Licensing and the Mass Production of Luxury Goods

2021 ◽  
Author(s):  
Tomoko Okawa
Keyword(s):  
Mass Production ◽  
International Markets ◽  
Brand Identity ◽  
Historical Evolution ◽  
Fashion Industry ◽  
Luxury Brands ◽  
Luxury Goods ◽  
The Past ◽  
Haute Couture ◽  
Current Value

This chapter examines the licensing business adopted by luxury fashion companies to extend their businesses for international markets and product-development strategies. The licensing business appears to conflict with the nature of luxury brands because the latter face the possible risk of diluting the brand identity and losing credibility. This chapter outlines the licensing business, its incentives, and its purpose, before examining its historical evolution over the past fifty years. It also analyses the current value of licensing luxury goods and evaluates why licensing still works. The discussion is mostly based on examples from haute couture, which is the pinnacle of the fashion-industry hierarchy, and high-end clothing brands. We focus on examples from Japan because they demonstrate the symbolic phenomenon of the global licensing business.

The Intersection of Social Media and Customer Retention in the Luxury Beauty Industry

2018 ◽  
pp. 1234-1257
Author(s):  
Ellen Stokinger ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Market Share ◽  
Communication Strategies ◽  
Customer Retention ◽  
Marketing Communication ◽  
Luxury Brands ◽  
Effective Application ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Ontological Relationship

Debates regarding the ontological relationship between Social Media and customer retention have attracted considerable attention, particularly in the luxury beauty industry. The use of Social Media in the luxury beauty industry has caused many heated debates as it is seen as a form of interference in the exclusivity of luxury brands by limiting the physical and sensual contact between brand and customer. The purpose of this chapter is to provide some insights into how social media impacts on the cosmetics industry. Further, we provide evidence that the effective application of social media in the luxury beauty industry could lead to wider market share, and customer retention. The chapter concludes with some strategies that practitioners and researchers can adopt to develop effective marketing communication strategies, using social media platforms.

E-commerce internationalization for top luxury fashion brands: some emerging strategic issues

2020 ◽  
Vol 39 (4) ◽  
pp. 423-436
Author(s):  
Simone Guercini ◽  
Silvia Ranfagni ◽  
Andrea Runfola
Keyword(s):  
Secondary Data ◽  
International Markets ◽  
Fashion Industry ◽  
Luxury Brands ◽  
Luxury Goods ◽  
Content Type ◽  
Strategic Issues ◽  
Emerging Issues ◽  
Joint Consideration ◽  
Offline Channels

PurposeThis article investigates the integration between online and offline channels in the internationalization of top luxury fashion brands. It aims at pointing out the main drivers of such integration, comparing the top international markets for the luxury goods sector.Design/methodology/approachThe empirical investigation regards an analysis on secondary data of eight top luxury players in the fashion industry and 12 top international markets for the luxury goods sector.FindingsThis study shows that the integration between physical and online channels is driven by the market rather than by the company strategies. Moreover, it points out that the e-commerce presence of luxury brands is stronger in developed markets, while in emerging markets it is less pronounced. Moreover, the integration between channels is mainly achieved through logistic rather than technological tools.Research limitations/implicationsThis research has major implications. From the perspectives of luxury brands in the fashion industry, it points out the main drivers for integration between online and offline channels and the main differences among international markets.Practical implicationsThis research deliver insights for marketers interested in benchmarking with top leading luxury brand in fashion and to define e-commerce internationalization policies.Originality/valueThe originality of the article regards the joint consideration of two emerging issues for luxury players, e-commerce internationalization and omnichannel strategies.

Social Media and Customer Retention

2015 ◽  
pp. 200-222 ◽  
Author(s):  
Ellen Stokinger ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Everyday Life ◽  
Market Share ◽  
Communication Strategies ◽  
Customer Retention ◽  
Luxury Brands ◽  
Luxury Goods ◽  
Effective Application ◽  
Social Media Platforms ◽  
Use Of Social Media

Social media has become an integrated part of everyday life, but its entry into the luxury goods industry has been far from easy. The use of social media in the luxury beauty industry has caused many heated debates as it is seen as a form of interference in the exclusivity of luxury brands by limiting the physical and sensual contact between brand and customer. The purpose of this chapter is to provide some insights into how social media impacts the cosmetics industry. Further, the authors provide evidence that the effective application of social media in the luxury beauty industry could lead to wider market share and customer retention. The chapter concludes with some strategies that practitioners and researchers can adopt to develop effective marketing communication strategies using social media platforms.

Social Media and Customer Retention

2017 ◽  
pp. 780-802
Author(s):  
Ellen Stokinger ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Everyday Life ◽  
Market Share ◽  
Communication Strategies ◽  
Customer Retention ◽  
Luxury Brands ◽  
Luxury Goods ◽  
Effective Application ◽  
Social Media Platforms ◽  
Use Of Social Media

Social media has become an integrated part of everyday life, but its entry into the luxury goods industry has been far from easy. The use of social media in the luxury beauty industry has caused many heated debates as it is seen as a form of interference in the exclusivity of luxury brands by limiting the physical and sensual contact between brand and customer. The purpose of this chapter is to provide some insights into how social media impacts the cosmetics industry. Further, the authors provide evidence that the effective application of social media in the luxury beauty industry could lead to wider market share and customer retention. The chapter concludes with some strategies that practitioners and researchers can adopt to develop effective marketing communication strategies using social media platforms.

Social Media and Customer Retention

2018 ◽  
pp. 733-755 ◽  
Author(s):  
Ellen Stokinger ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Everyday Life ◽  
Market Share ◽  
Communication Strategies ◽  
Customer Retention ◽  
Luxury Brands ◽  
Luxury Goods ◽  
Effective Application ◽  
Social Media Platforms ◽  
Use Of Social Media

Social media has become an integrated part of everyday life, but its entry into the luxury goods industry has been far from easy. The use of social media in the luxury beauty industry has caused many heated debates as it is seen as a form of interference in the exclusivity of luxury brands by limiting the physical and sensual contact between brand and customer. The purpose of this chapter is to provide some insights into how social media impacts the cosmetics industry. Further, the authors provide evidence that the effective application of social media in the luxury beauty industry could lead to wider market share and customer retention. The chapter concludes with some strategies that practitioners and researchers can adopt to develop effective marketing communication strategies using social media platforms.

Key Factors of Emerging Luxury Brand Construction: Empirical Case Study of Korloff

2016 ◽  
Vol 20 (4) ◽  
pp. 607-614
Author(s):  
Zhiqing Jiang ◽  
◽  
Shin’ya Nagasawa
Keyword(s):  
Quantitative Research ◽  
Structured Interview ◽  
Brand Strategy ◽  
Luxury Brands ◽  
Luxury Goods ◽  
Luxury Brand ◽  
Positive Effects ◽  
Brand Construction ◽  
Goods Market ◽  
Brand Attributes

The luxury goods market has been expanding worldwide since the early 1990s. In the marketplace, there are new entrants (emerging luxury brands) reputed to be leading luxury brands, especially designer brands, which neither provide new luxury like Coach, nor are similar to traditional luxury brands, such as Louis Vuitton. In this research, an emerging luxury brand also refers to a brand that provides luxury goods in or above the intermediate level of the luxury goods products hierarchy and was established in or after the 1970s. The purpose of this paper is to propose a conceptual framework for emerging luxury brand construction. It (1) defines luxury and emerging luxury brand, (2) reviews the theoretical basis of luxury goods and the brand strategy of luxury goods, (3) frames the nexus between luxury brand attributes and brand image, (4) conducts consumer survey and data mining, and (5) discusses and concludes the research. This research includes qualitative research (a semi-structured interview) and quantitative research (exploratory factor analysis and regression analysis). The results show that the location and atmosphere of luxury stores, E-commerce, online ads and newsletters, origin, iconic products, symbols, and PR events have positive effects on consumers’ impression of emerging luxury brands.

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