Since the asses, the luxury market has been growing at ten per cent per year. The growth rate of luxury is much higher than the growth rate of he global economy, which makes the luxury industry, relevant and important economic factor in the economy McKinney (2011). Largesse (2005 p. 762) states: “Sophistication, which makes the splendor and comfort in the ways to live” The consummation of luxury by customers is due to the motivation to buy specific brands with quality products. The use of its products and consumer motivation are the result of consumption (Aviva & Wong, 1998).
Uncertainties are present in the current economic climate but Pain & Company (2011) estimates that the luxury market is going to grow in the coming years at about five to six per cent per year around the roll and in Asia with more than a ten percent growth rate. As mass market manufacturing increases, companies want to increase the quality of their luxury products in order to retain their customers (Hein, 2011). A better understanding of the effect of the economic crisis on the luxury fashion brands will be identified and understood for the purposes of understanding the effect of the economic crisis on the luxury product industry.
Seafarer, (2009) argues that without clear-cut specification of luxury it is impossible to distinguish the luxury consumer or luxury brand, from others who are not. In this thesis the author will start by explaining the aims and how the author intends to achieve his aims. Then a literature review will be undertaken to try and determine and define what luxury is and define various factors, which make a product luxury. The author will also try and generate a better understanding of why are luxury products important and the different target markets who they is important for.
The author will discuss the methods used to complete the study. The Author will then present various factors, which affect the Luxury fashion brands in the economic downturn. Finally the author will provide his findings and conclude discussing the effects of the economic downturn on the luxury fashion market 1. 1 Rational The author has chosen to approach and better understand the world of luxury because of a personal interest at an academic level. In addition, the author being a student of luxury for more than 5 years want to deeper understand how big luxury brand adapt De to the economic crisis.
The objective of this thesis is to study and analyses the luxury market and the threats that surround it. The aim of this study is to examine to what extent the economic crisis affects the luxury market. The objective is to understand the concepts implemented by the luxury market during this period of financial crisis. This thesis will be useful for understanding and analyzing the luxury market and understand the various tools marketing used. 1. 3 Research question Understand the luxury market and its operation. Understanding the economic crisis on the financial market of luxury and magnitude. Assess the extent to which marketing tools are used during the economic crisis. – Include the importance of consumer and luxury image in marketing. – Evaluate the various threats of the luxury market. 1. 4 Theoretical framework l- Methodology The methodology chapter will allow the researcher to understand and describe the deterrent me tends that can be used to stressfully complete the objectives to this research project and move towards the aim of the research. Gillian (2000) explained that some methods are more appropriate depending on the subject and objectives. It is necessary to adapt the methodology on the project.
Gillian (2000) also argues that research is about creating new knowledge, in a multitude of disciplines such as medicine, history or social works, by using evidence in the form of quantitative and qualitative data. The definition of methodology, according to Hart (2007, p. 28) is: “A system of methods and rules to facilitate the collection and analysis of data. It provides the starting point of choosing an approach made up of theories, ideas, concepts and definitions of the topic; therefore the basics of a critical activity consisting of making choices about the nature and characters of the social world (assumptions).
This should not be confused with techniques of research, the application of methodology. ” In this section the researcher highlights, discusses and assesses the methods used for the collection and evaluation of data. The researcher will focus on secondary research for the purpose of this research; the methodology will include the reasoning and Justification for the choice of research design, construction method and also the sample of literature to be used to demonstrate a thorough understanding of the aims and objectives of the research. 2. Choice of the research design Research is defined by Saunders et al. (2003, p. 488) as “the systematic collection and interpretation of information with a clear purpose. ” The goal is to collect and analyses information to get a clear and established goal. The most appropriate method for this duty is secondary research. It was selected by the author with the aim of examining the luxury market and the various threats that surround it as the crisis. The goal is to achieve a critical analysis of the current market situation for luxury brands.
In addition Cottrell (2005) argues that many reliable sources are now available online. Secondary research via the Internet can provide data of better quality than the result of primary research. In performing secondary research, the author has made a very wide collection of information from the literature. Reading books, newspapers and articles online, acquired a clear and comprehensive knowledge of the subject. Considered safe by Saunders et al. (2003, p. 52) and it is recommended that. “They are evaluated by peers before publication to assess their quality and convenience. To ensure that the collection of information, theory and model’s necessary and relevant; the author also conducted secondary research in the sources of the luxury market. The press releases and video from website such as Vogue, Fashion TV, Word of Fashion has allowed to deepen the knowledge. Stewart and Kim (1993) explain that the use of secondary data sources is an advantage. In addition, the authors point out that it allows the researcher to make a comparative analysis between the new collected data and previous data. 2. Construction of design “You need to maintain a critical perspective, the evaluation of the study on its own merits and in comparison Witt other studies on the same or similar problem. ” According to Saunders and al. (2003 p. 483) Saunders et al. (2003 p. 488) explains also the research: “The systematic collection and interpretation of information with a clear purpose” The objective of the systematic collection and interpretation of information is to analyses and criticize the effects of economic crisis on the market of luxury brands.
The research plan established for this research project is the collection of qualitative information in a secondary search. During the construction and implementation of secondary research, it did not Just say to read the previous literature, as explained Rudest and Newton (2001, p. 60) Critical evaluation is an integral party of process research and allows the completion of the secondary research. According to Cottrell (2005) Critical thinking is a complex function of deliberation that provides the kills and attitudes.
Human nature is not the same for everyone. Some people are suspicious and the other is in trust. But in critical thinking that is different. This is not a character trait but a system of methodology used to analyses. According to Stewart (1993) and Saunders (2003) that secondary research is better suited for this research. In this thesis, the researcher collected data only secondary, secondary research allows access to reliable information and theories that are related to branding. Stewart and Karma’s (1993, p. ) argues that secondary research differs from primary search so that secondary research is based on reliable as primary research based on the analysis of the author information. The data required for completion of the aim and objectives is readily available from various secondary research resources. Primary research could have helped to provide the researcher with a first hand insight into the industry but the lack of accessibility to the key stakeholders and also time constraints to the research made primary research not feasible. 2. Scope of research The luxury market is a vast market. It includes many products such as clothing, leery and cars; And also many services such as travel and hotels. As the luxury market is the researcher will focus on a particular sector of the luxury product industry for the purposes of a targeted and viable research. This will help the researcher to look at factors affecting the specific area of luxury in detail. As Pain&Co (2010) suggest Fashion is now the luxury sector expanding. The current craze for the fashion industry propels the luxury clothing first.
The researcher is studying the field of luxury clothing. For the purposes of this research brands such as Louis Button, Hermes, Dior and Channel will be quoted at example to understand the current luxury market status. III- Literature Review A review of the literature is very important for any research and is an essential part of it (Webster and Watson, 2002). With the support of a literature review, the knowledge that is already prevalent on the topic in question may be determined (Hart, 1999).
An incomplete comprehension the current literature might lead to misunderstandings on the subject. Hart (1999) defines a literature review that the widespread use of literature to support an approach to a topic the establishment of a theology which can be used and the importance of new functionality that could potentially be supported by further research. It is also said to quality means the width and the appropriate depth, rigor and consistency, clarity and conciseness, analysis and efficient synthesis “(Hart, 1999, p. 1).
Webster and Watson (2002) define an effective review of the literature to be based on in-depth knowledge, and give us an understanding of where more research is needed. Cottrell (2005, p. 127) explains that when looking for evidence to support an argument that has been spoken on the object in the literature should be considered, where relevant information can be found and understanding of the leading authorities on the subject. From the definitions, it is clear that it can be derived from a review of the literature effective (Levy and Ellis, 2006) 3. 1 What is luxury? 3. 1. Definition Luxury brands looking to be desired and known by all, but consumed only by the happy few to keep their prestige explains Caperer (2002) This summarizes the overall strategy of luxury brands, however, some inconsistencies persist in the clear explanation of the definition of luxury. Augusts (1996) expresses luxury with exhaustive definition “Luxury two levels of representation. The first level is important. It includes product and brand (its history, its unique expertise and talent) second level is psychological, it is performance that our social environment and our brands influence us. Luxury is a product with multiple objective characteristics that make it unique and rare, but also subjective characteristics with experience because of the importance that has consumers during the purchase process. The rarity factor of a product is essential to the concept of luxury. Explained by Dubos (2001), the prestige of a luxury brand can lose value if too many people own it. The distribution of a luxury product is very important; it must be selective to maintain the scarcity of the product. However, according to Seafarer (2002), the luxury market is in perpetual change.
Several factors explain why the brand luxuries change their relationship with the principle of scarcity and become more accessible to a wider audience. Diversification of luxury brands with the creation of range of accessories and cosmetic product for the consumer access to the general public. Partnerships with unreal public brands, the Mastitis contraction of Mass and prestige, or prestige for the masses. Is concept allows enlargement of the luxury market. (Seafarer, 2009) 3. 1. 2 Relativity The vision of what is necessary and desirable is relative.
It depends on the perspective and perception of the consumer. Depending on the consumer perception to luxury is not universal . Bјtenet and al argues that relativity to luxury is divided into several categories. The economic relativity, cultural, regional, temporal and situational. 1. 3. 1. 2. 1 Economic relativity Kickbacks (2001) suggests economic relativity is expressed by the difference in reception of luxury depending on the economic situation of the consumer. For example, a pair of Jeans E 70 will be considered by a category of consumer as usual while for another it could be a luxury item.
From a perspective of another consumer group a pair of Jeans worth EYE might not be considered a luxury product. The perception of price and its relativity to luxury can be argued to be relative to the consumer. 2. 3. 1. 2. 2 Cultural relativity Kemp (1998) suggests cultural relativity can be expressed as a function of the consumer culture. Whatever the consumer culture, luxury is a product, which is not rival and necessary in everyday life. Kemp (1998) But cultural relativity has no reference to the availability of the product but the product vision based on the culture.
A product can be considered luxury or not, based on the culture. Kickbacks, (2001) argues in some cultures a product can be ordinary and undesirable while for another it will be indispensable to belong to the culture of his country. For example, alcohol can be seen as a luxury product in European countries, while in Islamic countries there will be a product that very few people consume. (Brother and al. , 2009) However, Enrollments (2005, p. 497) argues: Every social group can be said to have its own luxury” Retie & Meyer (2003) suggests every culture has its symbols and social distinctions.
The consumer of the same culture can be part of different socio-professional category. For example, the hip-hop culture embraces gold teeth and considers it a luxury while it might not be desirable for a different cultural group. Kemp (1998) also argues cultural values express different preferences of luxury; they differ depending on age, sex, and education. It is important to differentiate the perception of luxury based on knowledge of the symbols of luxury. But also different perceptions in efferent cultural groups. 3. 3. 1. 2. 3 Regional relativity Retie & Meyer (2003) express regional relativity in terms of availability of the product.
A product mass distribution in a country will not have the luxury status. However, a product, which is rare in a country, takes of value because of its rarity and exclusive distribution. For example, a sunny day at the beach can be considered as a luxury for the countries of Europe. But in the Caribbean this represents the daily weather. 4 3 1 24 The Temporal relativity Matura’s (2002) defines temporal relativity by changes in perceptions of luxury over the years. The reasons for these changes in perceptions are societal trends and the development of technology. Crosscheck & Koenig, 2006) Technological advances for consumer products can change their perspective of luxury For example, Retie & Meyer (2003) the television was created in the asses when it was considered a luxury, since the progression of technology televisions are present widely in his homes which has led to a change in the perception of luxury. This product has become common in homes is no longer a luxury product. However Cloches (2005) argues that the process can be expressed in the opposite direction. Natural resources such as clean air, water became scarce in some countries.
Seafarer (2008) suggests temporal relativity is a specific factor of luxury because it is not stable and steady and could change readily. O¤keel & Coachman,2000) Luxury is not universal and adapts as a function of some factor. It is important for companies to understand these factors and adapt it’s marketing to influence different groups to sell its products. 3. 2 Luxury customer Gilles Livestock (2009), philosopher suggests: “Do not have faith in a future that is mechanically better and fairer, there are still people in the hope of a better life, the feast of the senses, the beauty to expect that we leave the monotony of everyday life.
Luxury is no longer the accursed share, but “dreams, excellence and superlative, this human need. ” It can be inferred from the above statement that luxury for a consumer is an achievement of itself. A luxury consumer wants to show his wealth and property, luxury goods are a reflection of the wealth. The motivation of pleasure today became the first luxury purchase motivation to its traditional buyers. (Gilles Livestock, 2009) According to Awoken (2007) a arches of luxury products cannot be considered as a mere client of luxury, but as an individual part of a network of the brand.
It is by sharing with him the ritual and the traditions of the bard, which they have purchased, by teaching the consumer these details about the brand itself the sense of community and attachment towards a brand is built. It can be inferred that unlike mass-market brands, the luxury brand should tell a story and to give the customer want to be a part. Gilles Livestock (2009) explains luxury Consumption Consuming is both a product, a legend / myth, tradition, knowledge and ritual use. . 2. 1 Customer behavior Seafarer (2004) suggests that there are several categorize consumers of luxury brands into different groups.
Lombard (1989) argues that customers can be differentiated on the basis of their purchasing power. A customer with the financial resources has the capacity to buy products from all the different categories of luxury products (see section 3. 4. 3). These elite customers not only form the key user base of the product but also are a great advertisement for the luxury status of the product. Customers to the elite are the generators to the turnover to luxury brands. They are loyal and hold the financial resources to consume luxury goods when it desires.
This type of customer only buys clothes from luxury brands. Occasional customers have the financial resources necessary to consume luxury products but are not addicted. They consume luxury when the mood or the occasion arises. They are not faithful because they can change the luxury brand in the trend. (Pain&co, 2008) The low- income customers who consume when their financial situation allows them. This type of customer consumes the occasional high-priced products for exceptional period (Christmas, birthday). However this type of client is the target of entry-level luxury products.
Low-income customers consume perfumes and cosmetics in large quantities. This allows them to detain a part of the brand without spending an extravagant amount. According to Berry (1994), three levels of luxury can be presented: the unattainable luxury reserved for extremely rich people, luxury means restricted to middle class high and affordable luxury reserved for the middle class. Each level corresponds to a totally different type of marketing because the target is not the same, the brand must adapt depending on the area they choose.
Consumer’s behavior while buying luxury products can be affected by three different effects. (Libertines, 1950) 5. 3. 2. 1. 1 The Viable Effect One can distinguish consumption to be under the Viable effect, conspicuous consumption. Libertines, (1950) suggests the consumer buys the luxury product due to its high price. The work of Bourne (1957) explains the influence of peer groups on consumers in their purchases of luxury goods. Vignette and Johnson (1999) also argue that a positive relationship is observed between conspicuous consumption and peer groups.