Evolution du marché des produits et services de luxe
Date de publication :
30/01/2009
Langue :
Anglais
Format :
.doc
Nombre de pages :
8 pages
Sommaire :
Sommaire
- The market evolution of luxurious products and services
- Who the new consumers are and what their expectations are
- The communication strategy of luxury brands
Résumé :
Today the global luxury goods market has reached a peak. "We estimate the market of new luxury products and services to be $400 billions, growing at an annual rate of 15%" says Silverstein.
According to Keane & McMillan (2004), "spending on luxuries (in Britain) has increased by 50% in the last decade, compared to rise of 7% on basics".
The concept of luxury has undertaken a huge transformation and it is still changing over time, which involves a constant shift of consumers' needs and wants. In fact the consumers ask for a consistent quality, innovated design and a superior service.
Moreover the luxury brands have to be more competitive and aware. It implies that the companies have to adapt their brands by refreshing and extending their ranges to offer more affordable products.
According to this evolution, is it the consumer's behaviour which has changed or the luxury brands communication strategy has influenced it?
In this assignment, we will study the market evolution of luxurious products and services, and then introduce who the new consumers are and what their expectations are. In the last part we will analyse the communication strategy of luxury brands.
According to Keane & McMillan (2004), "spending on luxuries (in Britain) has increased by 50% in the last decade, compared to rise of 7% on basics".
The concept of luxury has undertaken a huge transformation and it is still changing over time, which involves a constant shift of consumers' needs and wants. In fact the consumers ask for a consistent quality, innovated design and a superior service.
Moreover the luxury brands have to be more competitive and aware. It implies that the companies have to adapt their brands by refreshing and extending their ranges to offer more affordable products.
According to this evolution, is it the consumer's behaviour which has changed or the luxury brands communication strategy has influenced it?
In this assignment, we will study the market evolution of luxurious products and services, and then introduce who the new consumers are and what their expectations are. In the last part we will analyse the communication strategy of luxury brands.
Voir docs similaires : Marketing luxe
3
Le marché des produits complémentaires des appareils photos numériques, le cas du cadre photo numérique Philips
Étude de cas | 26/02/2008 | fr | .doc | 16 pages
Dernières nouveautés dans la catégorie : Marketing luxe
2
Enquête d'opinion : questionnaire sur l'utilisation des produits parfumant et soins parfumés par l'agence Carol
Guide pratique | 21/10/2009 | fr | .doc | 18 pages
3
Les marques de luxe doivent-elles communiquer à propos de leur éthique ? les stratégies des marques de luxe face à la demande d'« éthique » des consommateurs
Mémoire | 20/10/2009 | fr | .doc | 86 pages
4
Croissance de la firme : hôtel Costes - le cas d'une affaire hôtellière et restauration parisienne de luxe
Mémoire | 16/10/2009 | fr | .doc | 57 pages
Les plus consultés sur 30 jours en : Marketing luxe
3
Cosmétiques naturels et luxe, un marché potentiel (2007)
Étude de marché | 26/02/2008 | fr | .doc | 50 pages
A propos de l'auteur :
Grégory D.
Etudiant
Evolution du marché des produits et services de luxe
Étude de marché | 30/01/2009 | en | .doc | 8 pages
Les garanties d’oboulo.com :
Comment ca marche ?
Garantie qualité
Satisfait ou remboursé
Paiement sécurisé
Qui sommes nous ?
