Welcome!
Luxury Concept
Dr. Satyendra Singh
Professor, Marketing & International Business
sites.google.com/view/drsatsingh
University of Winnipeg, CANADA
What is Luxury?
Art, craftsmanship, rare, quality, beautiful and international 🡪 object
Luxury Levels
True (eccentric, dream, price freedom)
Luxury (Feeling of having luxury/dream)
Premium (accessible, democratic)
Ordinary
Selectivity (distribution)
Exclusivity (scarcity)
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Source: https://jestafreak.com/explore-the-fashion-brands-pyramid
Characteristics of Luxury
History
Heritage
Culture
Message
Innovation
High Price
High quality
Rare material
Dream…
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What is luxury dream?
Exclusivity 🡪 feels good, gap
Sensory experience 🡪 remarkable feel, touch, smell
Beauty 🡪 you must suffer in the name of it, or for it!
Feelings 🡪 vibrates your emotions
Object of worship 🡪 needs respect
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Dream = awareness - purchase
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Low dream value High dream value
Brand awareness %
Purchasers %
100%
0%
Pack shots in luxury
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���Clive Christian�Imperial Majesty�+ $200,000�����
Which luxury level?
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Gucci - Jackie
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Gucci la pele Guccissima - shows mrf process
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Hermés Cap Cod - Craftsmanship
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Chloé - Material
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You wish!
Liya Kebede
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Swarovski Tangara�Is it luxury?
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Every luxury brand is different
Porshe 🡪 Craftsmanship, proof or expertise, engineering, aesthetic
Ferrari 🡪 Red color, unique sound, make 8000 only per year, F1, 100 yr of exp
Ducati 🡪 Red motorcycles
Hermes 🡪 Kelly and Birkin bags
Harley Davidson 🡪 distinct sound
Lamborghini 🡪 Monster of technology
Rolls-Royce 🡪 like living room, wood
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Luxury creates value by
Elegance 🡪 not only perfume, but also bottle
Handmade 🡪 gold, diamond, watches, bags,…
Rarity 🡪 animal skin, silk, make clients wait
Made in Europe
Precision in craftsmanship
….
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Creativity and Innovation
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British History – typical lines
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Ferrari: red, speed, precision, power, 8000/year
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18 hours of single craftsmanship
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Rolls Royce – 2600 hrs, wood, living room, x10 Ford’s price
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Hotel with private jet for guests
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Amenities in flights
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Bicycle – Lightest
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Luxury product - dream categories
Fashion (Apparel, bags, shoes, belt…)
Perfumes and cosmetics
Watches and jewellery
Eyewear
Other
Restaurant
Hotels
Car
Home…
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Product structure
Product line/length
Bag, Shoes, Belts…
Product breadth
Hand bag
Evening bag
Weekend bag
…
Product depth
Variety of hand bags in this category…
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Level of Luxury Brands
Luxury or prestige 🡪 Lifestyle setter
Bulgari, Hermes, Hugo Boss,…
Premium 🡪 Aspire to become Luxury
HI 🡪 Calvin Klein, Tommy Hilfiger,…
MI 🡪 LaCoste, Furla,…
LO 🡪 Zara, GAP, …
Fashion 🡪 Changes quickly
Several
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Major luxury groups
Louis Vuitton Moet Hennessey (LVMH) 🡪 30
Louis Vuitton, Givenchy, Marc Jacobs, Fendi, Donna Karen…
Richemond (Switzerland) 🡪 15
Cartier, Chloé, Montblanc, Lancel…
Gucci (Italy) 🡪 10
Gucci, YSL, Sergio Rossi…
Prada (Italy) 🡪 5
Prada, Miu Miu, Azzedine Alaia…
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Questions?�s.singh@uwinnipeg.ca