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Welcome to Luxury Consumer Behavior
Welcome to Luxury Consumer Behavior
What is Consumer Behaviour
What is Consumer Behaviour
Luxury Consumers
Luxury Consumers
Modern Consumers
Modern Consumers
Types of Consumers
Types of Consumers
Product Display
Product Display
In-store Consumer Behaviour
In-store Consumer Behaviour
Online Consumer Behaviour
Online Consumer Behaviour
Bluefly
Bluefly
designerimports
designerimports
Forzieri
Forzieri
Glam
Glam
Neimanmarcus
Neimanmarcus
Net-a-porter
Net-a-porter
Yoox
Yoox
Attitude towards Luxury Products
Attitude towards Luxury Products
Europe -- UK, Italy, Spain Germany
Europe -- UK, Italy, Spain Germany
Italy
Italy
Germany
Germany
Japan
Japan
India
India
World’s thinnest (3
World’s thinnest (3
Hilton in Sari
Hilton in Sari
Victoria Bechman in Sari
Victoria Bechman in Sari
German model Claudia Ciesla in Sari
German model Claudia Ciesla in Sari
Palace on wheel Indian Service Luxury
Palace on wheel Indian Service Luxury
Palace on wheels -- Inside
Palace on wheels -- Inside
Palace on wheels -- Inside
Palace on wheels -- Inside
HK/SP/Thailand/Taiwan
HK/SP/Thailand/Taiwan
China
China
Russia
Russia
Welcome to Luxury Consumer Behavior
Welcome to Luxury Consumer Behavior
Other Emerging Luxury Markets
Other Emerging Luxury Markets
Types of Fake Luxury Products
Types of Fake Luxury Products
Where are Fake Luxury Products
Where are Fake Luxury Products
Fake KFC in Iran
Fake KFC in Iran
Fake Apple Store in Iran
Fake Apple Store in Iran
Fake Luxury Products Prevention
Fake Luxury Products Prevention

Презентация: «Welcome to Luxury Consumer Behavior». Автор: Satyendra. Файл: «Welcome to Luxury Consumer Behavior.ppt». Размер zip-архива: 6796 КБ.

Welcome to Luxury Consumer Behavior

содержание презентации «Welcome to Luxury Consumer Behavior.ppt»
СлайдТекст
1 Welcome to Luxury Consumer Behavior

Welcome to Luxury Consumer Behavior

Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca www.uwinnipeg.ca/~ssingh5

2 What is Consumer Behaviour

What is Consumer Behaviour

3 Luxury Consumers

Luxury Consumers

Traditional Head-to-toe covered, loyal to single brand,… Buy established brand ? Hermes, Dior,… Modern Not brand loyal, or loyal to one brand,… They know what they want Different desire and expectations Smart, educated, savvy discerning consumers High status

4 Modern Consumers

Modern Consumers

Parent and children dress alike ? ? gap Cosmetics, surgery,… Luxury market cannot be segmented 40s, 50s, 60s does not matter Presidents: Zimbabwe, Italy ? 80s Group pressure > individual taste ? group pressure in Japan, France, Spain…

5 Types of Consumers

Types of Consumers

Purchaser They’ve knowledge to buy products Browser For entertainment May come back ? need more time to make decision Opinion leader Meeting point ? Sephora store (10,000 visits weekend) We display our history and heritage That’s why we have museum section in luxury stores

6 Product Display

Product Display

Level Eye: ?50% Hand: ?30-40% Floor:??? End-of-aisle Not brand loyal, or loyal to one brand,… Stand alone Windows displays ? brand image, communications…

7 In-store Consumer Behaviour

In-store Consumer Behaviour

Time spent Women (W) + W = 8 min W + child = 7 min W alone = 5 min W + Man = 4 min Stealing ? 33% by customers, 66% by staff Always take receipt ? staff makes fake returns RFID ? Radio Frequency Identification

8 Online Consumer Behaviour

Online Consumer Behaviour

Online ? Pull consumers to store Offline ? sales people use knowledge for $ Debate ? Luxury cannot be sold online Prada ? www for info only Some brands sale limited (e.g., old) products online. Others sale through luxury e-stores

9 Bluefly

Bluefly

com

10 designerimports

designerimports

com

11 Forzieri

Forzieri

com

12 Glam

Glam

com

13 Neimanmarcus

Neimanmarcus

com

14 Net-a-porter

Net-a-porter

com

15 Yoox

Yoox

com

16 Attitude towards Luxury Products

Attitude towards Luxury Products

(10-pt scale)

China = 8.2 Mexico = 8.0 India = 7.3 UK = 7.3 USA = 6.8 S. Korea = 6.4 Germany = 6.1 ? difficult relationship with luxury Italy = 6.1 and France = 5.7 ? Catholic countries Helping poor and controlling desire is important Japan = 5.6 ? Symbolic revenge of WWII Not liking may not mean ? customer’ll not buy luxury products

17 Europe -- UK, Italy, Spain Germany

Europe -- UK, Italy, Spain Germany

25% of population > 60 Older people in Europe than USA

18 Italy

Italy

Inspired by art Flashy watches ? mechanical Curves in jewellery

19 Germany

Germany

Quality is important Simple watches ? Quartz

20 Japan

Japan

Like cosmetics, ready-to-wear,… Do not like perfumes It hides natural body odour Encroaches personal space

21 India

India

70,000 millionaires 50% of population < 50 by 2020 Jewelleries ? gold, diamonds, gems,… Industrial names ? Sony, Mercedez, BMW… Own luxury ? world’s thinnest watch Saries ? even becoming popular abroad To be served ? Indian palace train,…

22 World’s thinnest (3

World’s thinnest (3

5mm) Indian watch

23 Hilton in Sari

Hilton in Sari

24 Victoria Bechman in Sari

Victoria Bechman in Sari

25 German model Claudia Ciesla in Sari

German model Claudia Ciesla in Sari

26 Palace on wheel Indian Service Luxury

Palace on wheel Indian Service Luxury

27 Palace on wheels -- Inside

Palace on wheels -- Inside

28 Palace on wheels -- Inside

Palace on wheels -- Inside

29 HK/SP/Thailand/Taiwan

HK/SP/Thailand/Taiwan

Full of young people Stylish, sleek Ready-to-wear Brand visibility is important

30 China

China

Largest emerging luxury market in the world 300,000 millionaires in China 12% of luxury goods are sold in China To be 26% by 2020 Cosmetics ? ? whitening products Silk, Wine, whisky,…

31 Russia

Russia

90,000 millionaires Moscow alone spends $2b/year on luxury Russians love luxury ? banned before Flashy New wealth ? Skiing Courchevel French Alp

32 Welcome to Luxury Consumer Behavior
33 Other Emerging Luxury Markets

Other Emerging Luxury Markets

CIVETS

Columbia Indonesia Vietnam Egypt Turkey South Africa

34 Types of Fake Luxury Products

Types of Fake Luxury Products

Counterfeit industry $600b (x4 luxury industry!!) Counterfeit ? 100% copy Deceive customers as real Pirated ? Copied Customers know it Imitation ? Not 100% identical Customers know it Custom-made ? Could be real Replica made by legitimate craftsman through some connection

35 Where are Fake Luxury Products

Where are Fake Luxury Products

China, HK, Thailand, Morocco, Taiwan, Turkey, S Korea ? Customers age: 25-35 London ? Oxford Street Manhattan ? Canal Street Shanghai ? Xiang-Yang Road (Closed now!) …

36 Fake KFC in Iran

Fake KFC in Iran

37 Fake Apple Store in Iran

Fake Apple Store in Iran

38 Fake Luxury Products Prevention

Fake Luxury Products Prevention

France: criminal activities ? buyer and seller If caught, 2 years in jail LV sued Carrefour for $40,000 ? Shanghai store Hermes post warnings on Internet LV, Burberry,… and police raid fake shops LV spends $15m-$20m/year to combat fake luxury How to detect it? Click ?

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