Brand Heritage and Customer Perception - An ethnographic study
Case study - 9 pages - Luxury marketing
Our mission was to find out if brand heritage is truly a purchase driver for luxury, because many would initially say yes. Of course, this is a pillar of luxury. Well, yes it is and luxury could not exist without it, but we got some interesting results about what consumers think about brand...
Fighting against luxury counterfeits: Rolex case study
Case study - 9 pages - Luxury marketing
What is Rolex's strategy to combat counterfeiting?
The luxury post Covid landscape
Market study - 11 pages - Luxury marketing
How to transform the Covid-19 crisis in an opportunity?
The Future of the Cosmetic Luxury Industry in the Chinese Market - Elixir
Case study - 6 pages - Luxury marketing
We chose to work on the fictional French luxury skincare brand: Elixir, founded in 1991 and bought by the Estée Lauder Group in 2002. Elixir's bestseller: the Vitalixir Moisturizer is a Hollywood skin care staple, costing 340 EUR for a 100 milliliters jar. Elixir's success has been...
Seiko and the watch market
Case study - 6 pages - Luxury marketing
Watches have a long history which evolved significantly over time. Here are some examples of how the watch product category has evolved, and the key elements that have changed the nature of competition. The early history of watches was dominated by mechanical watches, which used gears and springs...
Bernard Arnault and LVMH group
Biography - 4 pages - Luxury marketing
Bernard Arnault is a French billionaire businessman and the chairman and CEO of LVMH, the world's largest luxury goods conglomerate. With a net worth of over $150 billion, he is one of the wealthiest people in the world and has been a prominent figure in the fashion and luxury industry for...
Duty-free relevance for luxury brands
Presentation - 6 pages - Luxury marketing
Our topic is original as it brings two opposite themes: fast consuming in duty-free shops, and luxury. Airport consumer behavior, and luxury in duty-frees have been only slightly covered in the literature, but never codependently.
The cosmetics marketing
Case study - 5 pages - Luxury marketing
The cosmetics industry is a huge and profitable market in the world. Today, this market is worth billions. In fact, according to the Cosmetics Europe and the personal care association in 2020, Europe was the largest market in the world, with 76.7 billion euros; followed by the USA with 72.3...
Gucci: Staying Relevant in Luxury Over a Century
Case study - 4 pages - Luxury marketing
Gucci is an Italian company specialized in fashion and luxury. It belongs to the personal luxury goods industry, which is the second-highest revenue-generating category (51.4% growth segment). Founded by Guccio Gucci in 1921, the brand is now led by Marco Bizzarri, its CEO, but greatly assisted...
International Marketing Analysis - Louis Vuitton
Case study - 13 pages - Luxury marketing
In order to better realize this analysis, I chose to study the Louis Vuitton brand on two different countries / markets: The United States (developed country) and China (emerging country). During this report, we will discuss an external analysis of the brand in these two countries as well as an...
The tourism challenge in the region for Paris Giverny
Law case study - 6 pages - Luxury marketing
One of the main priorities for the new McArthurGlen Giverny Brand Village will be to attract national and pan-European tourists. This is why a marketing strategy must be deployed, focusing in particular on destination marketing. In different sectors, most companies recognize the importance of...
What development in the luxury sector? The case of China
Dissertation - 8 pages - Luxury marketing
Luxury has been part of society for thousands of years. It has always been present at all times and in all cultures. This is a concept that has different definitions depending on the country and, of course, especially among consumers, who do not all understand it in the same way. From this...
SWOT Analysis - L'Oréal
Case study - 5 pages - Luxury marketing
L'Oréal is a French group founded in 1909 and specialising in the cosmetics sector. In 2021, it is the world number 1 in the segment. The group's activities are divided into several areas, consumer cosmetics, which consumers find on the shelves of supermarkets and other businesses, active...
SWOT Analysis - Burberry
Case study - 5 pages - Luxury marketing
Initially, in 1856, it was only the British tailor Thomas Burberry who made men's clothing such as coats and raincoats. Burberry clothes were intended for the wealthy of the time, given their quality and lust. Indeed, the British Royal family granted the brand this recognition in 1955, and...
Marketing Mix - Louis Vuitton
Case study - 5 pages - Luxury marketing
Louis Vuitton is one of the oldest luxury brands in the world. The brand bears the exact name of its founder. It was created in 1854 in France. From the French rural region, Louis Vuitton has gained international notoriety thanks to its determination, its skills and its capacity for innovation....
Business Plan Sales Pitch - The Away Hair, Hair Brush cleaner
Business plan - 6 pages - Luxury marketing
The Away brush has been designed for people who refuse to waste their time. It is a new type of brush in the market place because of its innovative uses. It was developed especially to brush your brush, in fact, there is hair on your scalp but we forgot too often that hair spends a lot of time...
Is there a place for sustainable marketing in the beauty world?
Dissertation - 39 pages - Luxury marketing
Sustainability is not a new trend. It appears for the first time in the 1970s. For many years, beauty brands knew zero competitions. This market changed with the arrival of new brands such as NYX cosmetics, ELF, or Kiko Makeup. Now, we can talk about fast beauty, an industry where we promote...
SWOT Analysis - Chanel
Case study - 6 pages - Luxury marketing
Chanel SA., with its eponymous brand, is one of the world's best-known luxury brands. More than half of its sales come from its beauty business, which includes classic fragrances such as Chanel No5. While Chanel dominates premium fragrance rankings worldwide, it is still not among the top ten...
