of conspicuous consumption, the main reason for purchasing luxurious goods is to indirectly show off their wealth and notify that they are somewhat different from other ordinary people. Like Chanel or Louis Vuitton, luxurious brands usually have their own special logo and pattern to represent them. It is no exaggeration to say that consumers buy luxury handbags by just seeing that special pattern
of 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 :
(Asia)
CHRISTIAN DIOR 3rd (Asia)
FERRAGAMO 3rd (Global)
The Korean market is attractive for luxury brands.
The age of premium goods consumer are getting younger
and the portion of male consumer is growing.
Ages of Consumers
Before 2000, the 40s, 50s dominated
at consuming Premium goods
Female/ Male
Many people purchases luxury goods
regardless age and gender .
purchasing power with certain preferences
2. Male and Female consumers in their 20’s and 30’s
3. Consumers of the middle and upper class
4. People who respect fashion and are sensitive to trends (foreign brand manias, trend-setters who try to be different from others)
Also from the research, Wizwiz was able to find out that the group of consumers that were interested in foreign goods gene
for approximately 80% and remains are dependent on imports. In the case of cosmetic distribution in Thailand, direct sale takes 55%, and other way to sell them in cosmetic section at department store counts for roughly 37%. Moreover, organic raw materials from thailand is well-known worldwide. That's why their products are famous in Europe. 'THANN' cosmetics are popular as luxurious organic
of E-Mart, Yellow + Red =>unification effect
Execution of events: Chinese characteristics enjoying events
Discount events: every time and weekend new special discount products
Various assortment ofgoods using wide space of store.
Society-friendly marketing
Return the corporate profits to the society by the form of donation
By publi
of cosmetics is fair to consumer.
First, level of income is a very important condition for any kind ofpurchase.
Second, cosmetic is a kind of consumable product especially to female.
And the cost of cosmetic may have some relationship with the people's
economic base.
Third, spending more is not means people will have the same or higher
satisfaction. On the other hand, the satisfa
be of normal size, 6cm*1.2, and much emphasis will be put on the simple, crystal packaging of the product, with the company’s logo on its transparent surface. The product should be priced at 15,000 won. In terms of choosing the right distribution channel, we came to the conclusion that the company should set up its own stores of its brand uniquely for the maintenance of its good reputation.
goods consumption exceeded Japan.
• Luxurious goods consumption occupy 5% in Domestic economy income.
• Korea’s luxurious goods consumption is recognized issue that persisted and hard to solve.
• Luxurious goods is the thing which famous or expensive.
• Luxurious goods consumption increase steadily.
• We recognized characteristics and desire of a consumer b
luxurious goods came being and luxurious goods consumption occupy in Domestic economy income specific gravity. Korea luxurious goods consumption is recognized issue that persisted and hard to solve.
Luxurious goods is the thing which famous or is expensive. Luxurious goods consumption is increase steadily according to this. We recognized characteristics of a consumer buying luxurious goods and