Globalization is one of the most important changes that the countries have suffered in the last years. As a consequence of this, enterprises have being looking for a way to expand their market as well as a way to make bigger their brand in order to have more consumers, more sales and for sure more profitability. The perception of a brand may differ from customer to customer depending on their country. This is a hypothesis that might be applied to the luxury brands and will be confirmed or denied through the development of this presentation. Which are the main factors contributing to a change in the perception of the luxury brands? And which are the luxury leading brands in some countries?
[...] There is a big difference between the “product value” hunted and searched from an American market point of view and the one looked for by the European luxury consumers. Consumers' Power ? No logo ? Yomango About Mexico, the Mexican market is of course more “American style” driven than European one (Fick law). They will always buy a luxury good based on it's quality at first and then on in its added value or more focused on the branding. Variables : Purchase Behavior Mexican media class market will always search for quality. [...]
[...] They put as an example brands such as: FAW (Number one cars group), Haier (electric features for home) and Legend (computers brand). Upon completion ? Kinetics ? Interferences ? World luxury brands inside France The luxury brand sector in France including perfumes, liquors, beauty products and leather goods generates about $11 billions revenue ( year 2003). World luxury brands inside France The most important luxury group is LVMH. The following brands in the chart are managed by this group: World luxury brands inside France World luxury brands inside France The luxury market in this country is big and profitable due to the fact that a major part of the population are seniors, still having today a big purchasing power for luxury brands in Europe. [...]
[...] The luxury brands still have a big profit from this market which is still important for them. Beware : backdoors are that vital ! World luxury brands in Mexico In the luxury car segment BMW is the sales leader in Mexico and holds 30% ofthe luxury market. Operations are housed in Mexico City supported by an 80,000square meter surface plant (production & parts warehouses) in Toluca, centralMexico. This is also the site of an International Service School used for trainingemployees, post-sales, as well as for special car production. [...]
[...] Variables : Customer service This is one important variable because people are used to have a desire of feeling important and they are seeking for attention when they are trying to buy something and more in the luxury sector. From frustration to social status. Ledbury's research: asked 1,000 wealthy consumers what the most important factor is when making a decision to purchase from a luxury brand, the top answer was ‘customer service'. When this company asked the 28 top luxury brands in Europe, they told that fulfilling in an excellent way this variable, was one of the most important priorities for them. [...]
[...] Reasons for choosing these countries: Differences between their index of consumerism and:or corrupcy index Impact of one culture in others (Mexico, U.S.) Influenced countries (Mexico) Growing luxury countries (China) Leader in Luxury market (France) Luxury brands around the world World luxury brands inside China China already represents the third most important customer base for the luxury goods industry, accounting for an estimated 12 percent of global sales of the biggest brands, and if the current consumer trends goes on that way, the Chinese target could account for 20 percent of total sales in 2008. [...]
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