Gucci, Louis Vuitton and Vertu - Free Essay Example

Sample details Pages: 3 Words: 850 Downloads: 2 Date added: 2017/09/26 Category Marketing Essay Type Argumentative essay Did you like this example? Introduction In the high end retail market, Gucci (1921), Louis Vuitton (1854) Vertu (2000) are three successful so-called luxury brands. However, creating luxury brands is a difficult marketing exercise. Marketers are moving from the traditional marketing mix approach towards greater use of experiential marketing to create an emotional attachment between the brand and the customer. It is necessary for a brand to convey a personality that the customer can relate or aspire to. Q1: What are the key success factors in creating an exclusive product/service? Using the brands discussed in the case. a) Gucci * Gucci’s products grabbed the attention of many powerful celebrities including Jackie Kennedy, Grace Kelly and Audrey Hepburn. These women represent elegance and style, which enhances the prestigious aura of Gucci. * Another key success to maintain its exclusive status is to never compromise into the down-market even with bankruptcy at stake in the 90s. * A major influe nce on the success of Gucci in the 90’s was the appointment of leading designer Tom Ford as the creative director of Gucci overseeing product lines, store image and store design. In March 1995, his first collection caught attention of the press by utilizing sex and glamour, which reinvented its image to bring back an aura of exclusivity and prestige. In addition to this, Tom Ford believes in giving the whole experience of buying Gucci through stores with rich and classic decor located on expensive streets, model like salespeople, great customer service and distinctive Gucci packaging. (b) Louis Vuitton * Louis Vuitton has tried to modernize its image by using young designers, while maintaining the classic designs. However, no designers can eclipse the powerful brand image of Louis Vuitton itself. * Louis Vuitton stands out from peer by focusing on product quality. All products are extensively tested to make sure they can withstand wear and tear. The company emphasize in tegrate manufacturing initiatives such as â€Å"quality circles† in the production process. * The company operates a pricing strategy by practicing on never reduced in price and no sales period. * The company offers customized products such as personal engraving on their products and ponsoring elite sport events such as yachting and motorsport events. (c) Vertu * Vertu utilizes craftsmanship, precision engineering, high-end technology and unique personal service dimension, to create a distinctive luxury brand. Vertu wants their phones to be a status symbol and aims to create a fashion brand rather than a technology brand. * Vertu Concierge provides specialized travel assistance, allowing users to access and reserve restaurants, hotels, concert tickets and much more. Also, the company offers free upgradeability when new technology emerges. Q2: What is the importance of concentrating on retail environment when adopting a marketing strategy of experiential marketing? Give exa mples using the Gucci, Louis Vuitton and Vertu brands . Stores are another extension of brand image. * Gucci stores are located on expensive high street with provocative window display and free flow of interior that appeals more to customers, which allow them to browse comfortably. The decor is rich and classic. To add to the image, the salespersons are dressed smartly and even security guard is suitably dressed. For the convenience for the customers, Gucci products can also be purchased online. * Gucci became a Multi Brand Global Company through the acquisition of several labels and uses different channels of distribution for each of its acquired labels. * Vertu established flagship stores in exclusive shopping districts, thus benefiting from a halo effect. Vertu has developed a unique buying experience by creating â€Å"gallery-like† feels to its retail environments. In keeping with element of exclusivity, original artworks were commissioned and exhibited throughout the stores. By offering a first class personal service combined with extensive product knowledge, Vertu has enhanced their image of reliability and expertise. Vertu phones are available online and customer can personalize their mobile phone too. The company is also extremely particular when choosing suitable retail channels that must have a global reputation in offering quality and luxury products. Q3: Discuss how exclusive brands may lose their aura of exclusiveness and fashion status, identifying possible threats to these brands? Some brands are targeting both ends of the market. The risk of ‘democratizing’ the brand is that they may lose their aura of exclusivity – as it can be obtained by anyone. If one brand goes down-market, it may have profound repercussions on the appeal of the parent brand. Calvin Klein brand name was affected when they sold the jean in discount supermarkets such as Wal Mart during the 90s. This has downgraded the image of Calvin Klein jeans. Failure to retain talented designer or losing them to their rivals may also affect the brand’s exclusiveness. Counterfeiting is huge subculture within the luxury brand sector. The quality of fakes is getting better, making it harder and harder for people to distinguish the fake from the real thing apart from price. This is a huge threat to luxury brands. Conclusion Advertising can only create awareness for the product/service. The success of Gucci, Louis Vuitton and Vertu can be attributed to quality of service, brand image, retail environment, management structure, and ability to combine these factors to create exclusive experience. Don’t waste time! Our writers will create an original "Gucci, Louis Vuitton and Vertu" essay for you Create order

The And Its Effects On America s Reconstruction - 866 Words

More is Better Society is not ran by its citizens but rather by the materialistic idea that ‘more is better’. Disregarding another to receive more for oneself has become the norm. What becomes of the disregarded ‘loser ’is irrelevant in the mind of the ‘winner’, however disregarding individuals causes more harm to society than success. While materialism often trumps moral values, society must develop compassion for others to receive the benefits of generosity and build unity. With a compassionate mindset set, one will begin to develop a habit of generosity which in turn will lessen taxes for government aid programs. While examining South Africa’s reconstruction, Tutu noted that â€Å"Harmony, friendliness, (and) community are the greater goods. Social harmony is for us the greatest good. Anything that subverts, that undermines this sought-after good, is to be avoided like the plague.† He noticed that his nation received greater benefits when the people personally controlled amnesty instead of the courts. Likewise, America receives greater benefits when its citizens control charitable aid instead of its government. One afternoon on my way home from work, I noticed a malnourished homeless man on the side of the street. All of the surrounding cars drove by and ignored his suffering. I went through the Burger king drive thru and bought him a meal. I then pulled up next to the man and held the bag of food out of my window. He walked over to me, t ook the bag and began to cry. IfShow MoreRelatedHow Did The Radical Republican s Rise For The Failure Of The Post Civil War Reconstruction?1619 Words   |  7 Pageswar reconstruction? 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The Importance of Personal Responsibility free essay sample

The Importance of Personal Responsibility GEN/200 As an adult you are responsible for every action that you take, but before that action are a series of thoughts that lead you to taking that action. Your personal responsibility starts at a young age, you are either taught personal responsibility as you grow into an adult by being held accountable of your own actions or the responsibility is taken from you. Depending on how you were brought up your transition into becoming an adult can either be an easy one or a difficult one where everyone is to blame but yourself. As an adult the one thing that you know is a constant is that you will be held accountable for your actions whether you like it or not. Holding yourself accountable and having self discipline has a lot to do with personal responsibility in my opinion. When you hold yourself accountable for your actions, your thoughts, your intentions†¦ you are making a conscious effort to be a responsible person. We will write a custom essay sample on The Importance of Personal Responsibility or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Every action starts with a thought, whether it’s a good thought or a bad thought will determine the outcome of that action. For example when you wake up in the morning and the first thought that comes to mind is that you will have a bad day, whether you know it or not you are subconsciously going to make it a bad day. Personal responsibility starts with holding yourself accountable, if you stopped that thought when it happened and told yourself that today will be a good day you have already turned the outcome around. By holding yourself accountable you are in control, you are not aimlessly going through life reacting to what happens to you. Self discipline goes hand in hand with holding yourself accountable, by having self discipline you are able to make sure that you are staying on track and checking up on yourself regularly. Having self discipline will go a long way in making sure you make it to your intended destination. Take flight paths for example, when you fly somewhere they generally show you the path that they will take. It is impossible to stay exactly on that line since you are in the air constantly battling the changes circumstances around you, air pockets, up drafts, down drafts, adverse weather, etc. The ilots are disciplined enough to make necessary adjustments to stay on track on make it to their destination on time. This holds true in life by having the self discipline to make adjustments where need be to hold yourself accountable to what is happening around you. Sometimes life throws you a curve ball and having the characteristics of personal responsibility you will be able to adjust and continue on. P ersonal responsibility is incredibly important, by making sure that you are aware of what is happening and holding yourself responsible for the outcome of your actions you will go a long way. Everybody knows someone who always has an excuse for why something didn’t happen the way that they wanted it to, they know just who or what to blame. They will actively look for something or someone to blame to avoid facing the fact that they may have done something wrong to have the outcome that received. That person generally hasn’t changed very much from the person they were in high school both personally and professionally. By holding yourself responsible you are more aware of what is happening, you can review your actions and determine what adjustments need to be made. Some of the most successful people in life are the most critical of themselves, whether it’s a professional athlete studying game tapes before a game or a college student doing the necessary research before giving a presentation. Personal responsibility can help you achieve your goals in your college degree in stride. By using your personal responsibility you would make the time to read ahead on your class syllabus to make sure that you are missing any large assignments that are coming up. As an adult learner putting together a plan to help practice personal responsibility is a key component to your success. With the economy in its present state many students require a full time job to be able to go to school, scheduling enough time to study and finish your assignments without impeding on your work schedule will help. Taking a look into your class and what is required when you start a new class will help you plan and schedule your time, having that plan in place will make it a lot easier to hold yourself accountable to complete each block. Having a written plan, specific goals with set timelines, and a vision will help you succeed in making sure that you accomplish what you set out. Ultimately personal responsibility will make your tenure in college a lot easier, it will also become second nature as you enter the professional world. Whether you are entering your first career or going back to school to pursue a new career having personal responsibility will take you far in life. If you were to interview the most successful people in the world I can almost guarantee that being personally responsible will be a key component to their success.

Tears of Fear free essay sample

As I entered my house that beautiful Juneday, I was on top of the world. My last day in eighth grade was done andmy imagination was running wild with thoughts of varsity basketball andhigh school. When I noticed my brothers car, I was astonished.Not only had I not noticed he was home, but he hadnt greeted me. Wevealways been close; he was usually thrilled to be home, and even morethrilled to see me. His door was closed. My fear lessened. Hemust be sleeping, I thought as I grasped the door handle. But my fearreturned when it would not open. No one in our family locks doors. Ididnt know what to do. I calmed myself and gentlyknocked. Chris, are you okay? Iasked. Yeah, bud, he replied. I didnt believehim, though. He never locked his door. Something wasup. Hey, man, can I come in? I asked in myfriendliest voice. We will write a custom essay sample on Tears of Fear or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page There was a pause. By this point I wanted tokick the door down. I didnt know what was wrong. My adrenaline wasflowing and my muscles were tensed. Yeah, bud, wait asec, he said. As the door opened I started to ask him whyhed locked his door, but what I saw stopped me. My brother, always sostrong and proud, looked like pure sadness. Ill never forget his eyes.Always gleaming with confidence and happiness, they were barely open. Ididnt know what to say. I had no choice but just to hug him. I hadnever seen him like this. He hugged me tight and I could tell he wastense. Whats wrong? I whispered. He pulled awayand I could see tears building. The sight of my strong, larger-than-lifebrother crying brought tears to my eyes. He looked straight atme. I dont want to go to college, Nick, he choked.I never have. College just isnt for me. Im so scared; I justcant go. Confusion ran through me. Not in a million yearswould I expect him to say this. I was so glad he told me, but didntknow what to say. I hugged him again and said, Thats okay, bud,no one ever said you had to go. I could feel him relax. Ill neverforget his face, so sad, but most of all, Ill never forget those tears.Those tears of fear.