Thanks !!!!
My work is completed today, my English professor will give me a mark tomorrow. (I wish have a good result). I think that I will maintain to send articles on the luxury. Thus don’t worried, this blog will not stop!!!
Moreover, I wish to thank Mr. Hill, because he gave us this work which was very different from the others and more interesting.
Thanks to him I learned how to use a blog and I improved my English. I learned as much on the luxury market as I didn’t know well before.
Thank you everybody
Sniff…
BMW on the luxury market in china
The German manufacturer BMW projects the development of a model “especially adapted” to the Chinese market, “more luxurious” than his Series 5 existing. BMW sold 23.500 of its top-of-the-range cars in
China last year.
LUXURY WATCHES IN INCREASE
Time is money: the sales of watches costing more than 1.000 euros increased by 6% in the last six-month period. The luxury watches (Armani, Guess, Dolce & Gabbana) were very required (+ 30%). On the other hand, the watches of intermediate price (500 to 999 euros) were been sulky (- 8%).
Nespresso
Hello everybody, today the Nespresso coffee wants to become as a brand of up-market.They use Georges Cloney. Indeed, we see him drinking its coffee on its terrace in
Italy.
The label of up-market is not any more the found of this brand. They clearly showed it last January during their international agreement collecting journalists who come from all the world and big distributors of household electrical appliance.
The film presenting its universes who refer to luxury cars, to high jeweller's shop, to luxury brands as Channel, Hermes, Dior or Cartier. The manufacturer wants to distance himself sharply from the image of the other systems on base of pre-measured coffee which developed on a market becoming very competitive.
So today we can use luxury shortages!!!
Luxury watches are progressing
Hello everybody, today I would like present you a video. In fact the subject of this one is “luxury watches” There was an increase of sales of the luxury brands. This increase allowed the brands of luxury watches to progress and to sell watches to the amount of £25,000.
The world have changed and the customs also. Today watches do not serve for giving the hour but it is really a jewel. Some people makes collections. People wants more than an expensive watch, they want a brand, a model and an image.
You can see this video by this link (The report and the interview of a maker watch):
Survey results
Hello everybody, this week, I shall want to give you the results of the survey. Read that, you will have surprises concerning the luxury on Internet…
Best luxury brand
We began the survey with rather general questions. Indeed, the respondents could choose between several luxury brands: 29.2 % of the respondents prefer Jean-Paul Gautier brand. But, Dior and Channel are just behind with 25 % each .
Then, we asked them why they were attracted by this luxury brand. For this question the great majority answered that it was for the image that this brand evokes (50 %). The quality and the beauty acount for 25 % each. This is rather curious because even if it is ugly and even if it is poor quality, people buys. Thus it is a sector on which the luxury brands have to focus by giving the image which they wish through the advertisements.
The purchase of luxuries
54.2 % of the respondents have already bought a luxury item. Among these persons, 50 % have already bought clothes, accessories or shoes and 43 % bought perfume or cosmetics.
People who answered “no” said that it is too expensive. Others said that the image which it gives is bad. In fact half of the persons have already bought a luxury items. On the other hand, the majority of people are ready to buy luxury items. In addition, the majority of people have bought a luxury item in a department store (65 %) and 35 % in a leading shop.
Luxury on the Internet
Concerning the Internet, nobody bought luxury items on the web. The motivations to buy on the Internet are the prices which are lower. But they think that the fact of buying on the Internet is harming the brand image. The basis of the luxury marketing is to find luxury items in very few places. The fact of being able to buy on the internet opens the luxury to a lot of people. That’s why the luxury will become more and more commonplace and accessible. We can’t say that it is a luxury product but a common product. So luxury companies should not sell on Internet but just use Internet to communicate.
People are not ready to buy luxury products on the Internet. Some people said that if they buy a luxury product, it’s because they have money and if you buy on Internet it’s that you want a lower price product. It is not the essence a luxury product. Other people said that the purchase of luxury item is an important moment and that it is necessary to take advantage of it by trying it, by going to shops selling… Internet is so impersonal.
Conclusion
First, Luxury brands should focus on the image which is given by the product.
Secondly, they must keep a high price because even if people think that it is too expensive, it is important to keep these prices. It’s the basis of luxury.
Then, they must not sell on the Internet because it harms the brand image. They just should give in formation on web sites.
Luxury survey
To better know the expectations of the consumers in luxury, I decided to create a small survey. This survey concerns the luxury generally but also the subject those we spoken together: the luxury on Internet.
Clic on this link and answer the survey.
I will give you the result next week.
Thank you.
Now, we can buy luxury product!!!
Hello everybody, today I would like to speak about luxury on the web… As we have said last week, the new strategy is to sell luxury product on the web. We dream to buy a Louis Vuitton bag, big brands clothes… But it is too expensive. Thanks to a click, we can reach the luxury. Yes dear Internet users, the luxury is not any more reserved for the rich and we can acquire luxury product. Indeed, luxury companies diversified on this crenel.
Market tendency: 2000 remains a very good year for the luxury. Indeed, people who buy these products have a stronger purchasing power. More, Japaneses tourists are very present in shops, and some products are out of stock (what is strange for luxury brands).
The first luxury web site appeared in 1999 in the
United States. The problem is that some of them went bankrupt because of several reasons. First, because the impossibility to have the good product in the good time, then, because of imitations. To finish there is no reduction on luxury product, that why they have to differ of luxury shops.
Then, some luxury brands decided to launch a web site. For Internet users it is a better value to buy on those web sites. But the problem of Internet (as we have said) is that it can give a bad image of product. The other problem there is, is that shops would be left.This way of doing just exist in
United States. I think that it is not possible in
Europe. Indeed the legislation is very hard. But this legislation goes to change. That why European luxury brands are working on this way.
From my point of view, it is possible to launch a web site for luxury brand if they don’t sell all there products on Internet. In addition, they should have a good value chain.
It is everything for this week but at the moment, the web is very famous on the luxury market. That is why I decided to speak about it. Have a good week.
An example of success: Louis Vuitton
This week, I wish to speak to you about a leading example which managed to democratize its brand without losing its status of luxury brand.
Louis Vuitton is quoted for years in the entire world in the side of Rolex, Cartier, Dior and Channel. He managed to answer the expectations of the XXI century by making dreaming a big number of people while offering the exception of a prestigious brand.
To stay always in the current events, this brand has create a soccer ball. He has also just inaugurated his Space Louis Vuitton in the “Champs-Elysées”. This space was conceived as a walk on the roofs of Paris. He will put in front talents of cutting edge artists.
But, the brand also knows reluctant people. For example, we can count among them the blogger Alexis Moniotte which is very a critic on the strategy of sale on Internet. For this blogger, it is a very bad strategy for a brand as this one to sell on Internet. Indeed, I enough agree with him because luxury is the rarity, the dream and the inaccessibility. Vuitton attacks the fundamental principles of the luxury. In fact on, there are other persons who think that sale on internet don’t affects the luxury brand because the web site is of very good quality.
The luxury perfumers sentenced for vertical price fixing agreement !!!
We have news concerning the luxury market. Thirteen perfumes brands and luxury cosmetics and 3 distributors (Marionnaud, Séphora and Nocibé) were sentenced on Tuesday by the competition council of France (a fine of more than 46 million euro). It is the luxury market which is going to take a blow. For example, we can find Chanel, Dior, Jean-Paul Gaultier, Kenzo, Givenchy, Guerlain, Hermès, and Shiseido…
The motive which was given is that from 1997 till 2000, all these perfumes companies made agreements with three distributors to sell their products to the same prices.
We can notice that it was very long. In fact, during more than one year the DGCCRF auditioned hundred of people in charge of the sector, made seizures in 109 companies and found more than 4000 prices in all France.
Today, the owners of Christian Dior, Givenchy, Guerlain, and Kenzo and of the Séphora distributor (LVMH group) take the rap of a fine accumulated by 15 million euro.
LVMH wanted to keep a luxury image but the competition council said that it is an alliance and it is also not in favour for consumers. 
