is a new trend of men consuming luxury goods even more in Korea.
Ranking of luxury brands
Brand Rank Brand Rank
Hermes 4rd ( World ) Channel 2~3rd( Asia )
Louis Vuitton 2nd~3rd( Asia ) Gucci 2rd( Asia )
Cartier 5th( World ),3rd Bvlgari 5th(World), 3rd( Asia )
Tiffany 3rd( Asia ) Dior 3rd
Ferragamo 3rd( World ) Prada 3rd(Asia)
From the consistent success in luxury goods,
The size of premium market in Korea has been growing even in the situation of depression and the size of the luxury market is large.
Luxury market growth
Korean luxury market size
Brand Global ·Asia Rank
HERMES 4th (Global)
CHANEL 2nd ~3rd (Asia)
LUIS VUITTON 2nd ~3rd (Asia)
GUCCI 2nd (Asia)
PRADA 3rd (Asia)
CARTIER 5th (Global) 3rd (Asia)
BUGALI 5th (Global) 3rd (Asia)
TIFF
1. introduction
A. objective
In December, 2011, LG mobile released PRADA 3.0. PRADA 3.0 is third version of PRADA phone which was successful for PRADA 1.0. LG mobile launched PRADA 3.0 with PRADA(high fashion brand), investing huge capital. Taking this opportunity, they try to convert their unfavorable position in smart phone market. However, consequently, it seems to be failed. In this proje
The Los Angeles’s Prada Epicenter is located at 343 North Rodeo Drive in Beverly Hills.
It stands in a specific relation to the New York store through its horizontality and the need two connect two floors.
And it designed by Rem Koolhaas(OMA) and Ole Scheeren.
It opened in July 16,2004.
It has the current collections. For example, sport, hand bags, shoes, accessories and beauty.
- Japan Local designer ‘Mint Designs’
The Prada phone, developed in conjunction with LG, was well received and helped the brand to reach new audiences…
- From 100 Best Global Brands 2008
The significant decrease in ROI
2. The expected future profitability of LG bys analysts decreased
3. . The advertisement expense is recognized as loss because the brand sales did not increased