I. 서 론
사람은 누구나 명품을 선호한다. 필자도 명품 구입해 쓰고 싶지 짝퉁 쓰고 싶지 않다. 명품을 사용하면 남보다 우월해보이고 지적이고 세련되어 보이며, 남들에게 돋보이고 싶은 심리가 작용한다. 따라서 명품시장에는 불황이 없다. 국내 명품 시장이 꾸준한 성장세를 기록하면서 한국은 세
new special discount products
Various assortment of goods using wide space of store.
Society-friendly marketing
Return the corporate profits to the society by the form of donation
By publicizing interest of the company to women’s human rights, appeal to Chinese women who have the ability to consume.
Through the society-friendly sponsoring ma
fashion style shows that they are not targeting middle money group whose behavior can fluctuate by the current fashion trend and other external factors.
3.3.2. How Hermès Position
They execute their strategy to customers by providing what customers want but in a very limited ways. Hermès targets their highly privileged customers by showing them what Hermès is trying to ach
new Four Seasons Hotel George V Paris had been open at 100% effective occupancy.
2.2. Challenges
2.2.1. Rebuilding the George V
Four Seasons selected the George V and needed to rebuild the hotel, but there was a big challenge. The challenge was to preserve the soul of the legendary, almost mythical George V Hotel while rebuilding it for contemporary travelers. The George V had earned a reput
fashion house Louis Vuitton to create what is now the world’s largest luxury goods business –LVMH.
Now LVMH has a great empire in the luxury arena. It is competing With Gucci, Richemont (known as Cartier), and Bugari – the world’s best luxury groups. But LVMH definitely has the leading position and its growing doesn’t know stopping.
Complementing weakness and using oppor
2) Fashion and Leather goods segment
- Designer’s salary
Fashion and leather goods business segment has distinct kinds of fashion brands, such as Louis Vuitton, Fendi, Donna Karan, Marc Jacobs and so on. These brands are always required to present new models every year to fulfill customers’ rapidly changing needs. By hiring innovative and creative designers, LVMH creates apparels and acc
3. Cultural environment
1) Prevalence of Lookism
- Recently, a plastic surgery and an online recruit company conducted a survey on the importance of appearance to 1,264 people. 98% of the respondents said "Appearance influences the success in the interview," and 94% of interviewers confessed that they consider the appearance of the applicants during the interview.
2) New words for fashionable
new products, highlighted by the launch of jewelry designed by Frank Gehry, the world renowned architect.
MARKET SITUATION
- Luxury Consumers :
continueto spend whether there are wars or diseases or whatever. Tax cuts, equity wealth, and job market conditions also favor upper-income individuals, who are the primary luxury goods consumers.
- Declining of Exclusivity of Luxury Goods :
New Trends in Fashion
루비(RUBY)족
삶을 다시 신선하게 만들고(Refresh)
평범한 아줌마임을 거부하며(Uncommon)
아름답고(Beautiful)
젊어 보이는(Youngful) 45~55세 여성
내적 / 외적 건강과 우아한 패션 감각 추구
실제나이 50대, 신체나이 40대, 외모 30대, 마인드 20대
WINE generation(Well
fashion industry intended to provide our customers some price-competitive, yet fashionable items with an edge. Market growth has also been affected by young consumers in their 20s and 30s. Known as the "want-it-all" generation, they tend to buy cloths frequently to keep up with fast-changing fashion trends. Under their "fast-fashion" system, they provide customers with new products on a weekly ba