DOES AUGMENTED REALITY CHANGE THE LUXURY INDUSTRY? UNDERSTANDING CONSUMER E-WOM AND INTENTION TO PATRONIZE LUXURY BRAND E-STORES

2015 ◽

Vol 43 (10/11) ◽

pp. 1083-1100 ◽

Cited By ~ 4

Author(s):

RayeCarol Cavender ◽

Doris H. Kincade

Keyword(s):

Brand Management ◽

Management Strategies ◽

Historical Review ◽

Business Environment ◽

Fashion Industry ◽

Corporate Structure ◽

Content Type ◽

Luxury Brand ◽

Luxury Industry

Purpose – The purpose of this paper is to develop a luxury brand management (LBM) framework that accounts for the changing luxury environment (i.e. heterogeneous consumer populations, operations within markets of varying maturity, need for seamless customer experiences, and Omni-channel retailing). Framework set within this new luxury business environment and environmental phenomena unique to the fashion industry (i.e. fashion adoption, zeitgeist). Design/methodology/approach – Case study of leading luxury conglomerate, Louis Vuitton Möet Hennessy (LVMH), combined with in-depth historical review of luxury industry. Primary and secondary data sources yielded thick descriptions of brands in LVMH portfolio and larger luxury industry, in which conglomerate is the predominant organizational structure. Content analysis of data-tracked relationships and emergent patterns. Recontextualization techniques were employed to identify key dimensions of brand management operations for sample company and further explicated indicators, sub-variables, and measurements. Macro and micro dimensions were combined for the final framework. Findings – Findings revealed a LBM framework with specific dimensions at the micro or company level that are combined with variables and indicators in the macro-business environment. Strategic management response was also identified as a tool companies can use to synthesize brand management strategies throughout company and remain adaptive to environment. Originality/value – Contributes to company-based luxury research. Holistic findings; framework was constructed from the micro-company level within a macro-environmental context, increasing its relevancy for firms. Potential to be employed in strategic brand management decisions of luxury companies, regardless of their corporate structure, size, or age.

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THE SURVIVAL OF FASHION LUXURY BRAND WHEN THE DESIGNER CHANGING: HOW TO BALANCE DESIGN AND MARKET IN ORDER TO MAINTAIN BRAND VALUE

10.12783/dtssehs/ehla2021/35705 ◽

2021 ◽

Author(s):

YI-YAN WANG

Keyword(s):

Marketing Strategy ◽

Critical Factor ◽

Brand Value ◽

Luxury Brands ◽

Core Competitiveness ◽

Luxury Brand ◽

Fashion Brand ◽

Luxury Industry ◽

Design Style ◽

Visual Marketing

Fashion designer is one of dominate role in a fashion luxury brand. There are many cases that luxury fashion brand via recruiting a creative designer to revive their commercial empire. For example, Tom Ford capitalizes on ten years to make nearly bankrupt Gucci resurge, even become a bellwether that value 4.3 billion market cap in the luxury industry[1]. But, that is not mean every designer could be lucky to cooperate with a brand that match his or her design style, such as the transitory cooperation of Kalvin Klein and Raf Simons. Thus, except the cooperation situation of designer and company, the other critical factor to determinate one designer whether match a brand is the balance between design and marketing. This report examines the plight of fashion luxury brand when designer changing. And explore how to remedy the loosing of brand core competitiveness and discuss a sires of reasons why new design concept useless for sales improvement, also, how to utilize marketing strategy such as visual communication to maintain brand equity. In this paper, the author conducted a series of comprehensive methodologies such as content analysis, historical research and case study to probe the role of designer for luxury brands and describes that marketing strategy might contribute to protect brand value in the period of brand upgrading. The research finding that, whilst designer changing, the visual marketing could be an effective method to help luxury fashion brand tide over difficulties, whole visual presenting of brand could maintain the impression in customer mind.

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MCM of Sung Joo Group: An MCM Licensee Wrote a Creation Myth in the Luxury Industry

Asian Case Research Journal ◽

10.1142/s0218927514500114 ◽

2014 ◽

Vol 18 (02) ◽

pp. 277-316 ◽

Cited By ~ 1

Author(s):

Eun Jung Choi

Keyword(s):

News Media ◽

Global Financial Crisis ◽

The United States ◽

Public Image ◽

Female College Students ◽

Luxury Brand ◽

Creation Myth ◽

International Distribution ◽

Luxury Industry ◽

Competitive Pricing

In 1994, Sung Joo International was an international distributor of premium and luxury fashion brands in Korea. During that time, Sung Joo International successfully built partnerships with designers such as Gucci, Sonia Rykiel, Yves Saint Laurent (YSL) and Mode Creations Munich (MCM) until 1999. Due to the premillennial global financial crisis, Sung Joo International strategically terminated all their international distribution agreements in 1999 — except their agreement with MCM. The brand gained notoriety among Korean, female college students within the masstige handbag market. Therefore, Sung Joo International acted as the official MCM licensee in Korea, from 2000 to 2004. Based upon a $4 million increase in sales volume, the Sung Joo Group purchased MCM in 2005 with the intent of transforming it into a full-fledged, global luxury brand. Since 2005, the Sung Joo Group has successfully molded MCM into an emerging, semi-luxury brand of iconic leather goods in China, the United States, Korea and Europe. Several innovative steps, such as new product designs, competitive pricing strategies, remerchandising, retail store expansions and collaborative marketing, preceded their entry into the international market. Such steps have been important for the elevation of MCM's brand prestige. The public image of Sung Joo Kim, founder and chairperson of Sung Joo International, has been vital to the rebuilding of MCM's brand image. Under her leadership, Sung Joo International was officially dubbed the “Sung Joo Group.” Her presence in news media and MCM advertisements has since broadened MCM's aspirational appeal. MCM is currently valued at $320 to $400 million, exceeding the $250 million in sales during MCM's 1993 preacquisition height. Within 5 years, Sung Joo Kim expects MCM to become a luxury brand that will be competitive with more established brands such as Louis Vuitton and Gucci.

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Reputation, Image, and Social Media as Determinants of e-Reputation

International Journal of Technology and Human Interaction ◽

10.4018/ijthi.2016100104 ◽

2016 ◽

Vol 12 (4) ◽

pp. 48-64

Author(s):

Sylvaine Castellano ◽

Insaf Khelladi

Keyword(s):

Social Media ◽

Online Survey ◽

Survey Design ◽

Digital Natives ◽

The Internet ◽

Luxury Brand ◽

The Past ◽

The Status ◽

Online Strategies ◽

Luxury Industry

Although the Internet represents great opportunities for businesses, some firms that are evolving in the luxury industry were initially reluctant to engage in digital activities. However, over the past few years, digital natives represent a main reason for these firms to start adopting online strategies. Specifically, reputation and image are inherent to the luxury industry, and with social media, they are considered the determinants of e-reputation. Using an online survey design, the authors find that the influence of reputation, image and social media on e-reputation differs based on the status of the luxury brand (traditional compared with modern) and that digital natives moderate these links.

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