luxurious brand, believing that handbags have symbolic meaning of showing their values.
Like this, handbags are very meaningful item to women. Yet, there is a difference that the makers of ladies handbags should focus according to the level of handbags. Largely, it can be divided into luxury and non-luxury (mass), and both have different key success factors which are stated below.
[Key success
perception, Ralph Lauren satisfies Appealing Attributes
(luxury, heritage, characteristics, overseas popularity)
However, Ralph Lauren is perceived as not a very popular brand
(young image, Korean popularity, price competitiveness, peer)
1) Criteria
Goal : Improving their brand loyalty
Two main approaches for customer service
Personalized approach
Standardized approach
valuable
Positive in value-price
but not brandname-price
Chanel, Prada suit
Um
Hae Jin
1st
YES
For Present
different in product line, but
about 1 million
High brand identity
Positive
Dior homme
2nd
NO
NO
about 1 million
Luxury itself
Negative
Chanel Bag
Lee
Hae In
1st
NO
NO
about 1 million
Expensive good
Positive
Brietling
2nd
YES
No trendy, its permanency
abou
perception for the five home-shopping companies.
Suppliers
There are two routes for suppliers to sell their products to home-shopping companies. One is indirect procurement and the other is direct procurement if we see the two routes from the perspective of the home-shopping companies. The former is the way to use vendor, the intermediary between suppliers and the companies, so that it can
value that the company pursues. This concept will be elaborated by some examples on current communication strategy.
3.3. Hermès’ Targeting
It is a common thought that rich people will buy luxury goods regardless of their source of wealth. However, there are some facts showing that Hermès is focusing on one specific segment pointed out above, the ‘Old Money’ segment. It mig