Welcome!
Luxury Promotion
Dr. Satyendra Singh
Professor, Marketing & International Business
University of Winnipeg, CANADA
https://sites.google.com/view/drsatsingh
s.singh@uwinnipeg.ca
Limited ad or discount
Control and project image
Mass advertisement is not efficient for luxury goods
Some brands do not advertise in mass media. Zara
Some countries ban luxury advertisements. China
No discount. LV, BB destroy old goods
Cannot ↓ value, control image and supply
Reason. New wed, honeymoon (50+!),1st baby, 1st prestigious degree…
Outlet Shopping village
La Vallée Village (France), Bicester village (UK), online outlets…
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Jennifer Lopez
Uma Thurman
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Promotional techniques
No promotion. Give privileges
Loyal customers. loyalty gift. invitation
Trunk shows (private, invitation only)
Latest collections are previewed by exclusive customers
Held in luxury store. pre-order, 1st to receive, direct from brand, special edition. Chanel, Gucci…
Burberry/Ralph Lauren. outside
Meet designer
Pre-season shows
For public, media, create buzz, RTW, widely sold but viewed in trational fashion show setting.
Post-season shows
By invitation. % off (accessible line). True luxury avoids this
Shopping lunch
Eat lunch in store (eg Fendi…) and then buy
Very selected few are invited
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Window Displays
To create dream and desire
Needs creativity, curiosity and interactivity
Product merchandizing and communications
↑ ↑ attraction power – space and abstract
Performance measurement
Theme
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Educate visitors: museum in basement, Mon 10K, Sat 20K
Questions?�s.singh@uwinnipeg.ca
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