Welcome!
Luxury Internationalization
Dr. Satyendra Singh
Professor, Marketing & International Business
University of Winnipeg, CANADA
https://sites.google.com/view/drsatsingh
s.singh@uwinnipeg.ca
Luxury Business Models: True, Pyramid and Galaxy
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Internationalization
Create brands visibility
License abroad 1st perfume then fashion
↑ advertise for perfume
↑ brand awareness
↑ Initially one product line.
Then expand product line, men, women…
Open flagship stores in big cities abroad.
Balance merchandise between COS & franchisee
Buy back franchisee. Get new balance.
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International luxury brand management
It is expensive and complicated
Brand registration (5−7 years validity)
Register brand in few countries first
$2,000 - $3,000 per brand (lawyer fee, tax…)
If target 100 countries 🡪 $200,000 - $300,000
Registration renewal
Show proof of usages, or counterfeit operator
Usually 20−30% brands need renewals
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Luxury brands become international when
$50m sales are reached
50% of public knows the logo
Brand outlives investor 🡪 eg 3rd generation
Brand is present in USA, Europe and Asia…
New category is developed successfully
No longer advertisement is needed to sell
…
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Questions?�s.singh@uwinnipeg.ca