Luxury marketing

This is the end...

2005-05-02T08:19:00.000-07:00

The marketing blog project permits me to discover an original way to communicate. Indeed, it was a new original homework to do that could go on after the English course an maybe could help us in keeping touch.
It also allows us to focus on a particular topic and interest ourselves in this subject in a deeper way. During the project my informatics’ capacities are put on the test because I have to be faced to many difficulties like bugs or internet failures and it was hard to find pertinent articles each week.
Nevertheless, it was an enriching experiment because I learnt a lot during these last weeks about the sector of luxury (its particularities in marketing) and also about informatics techniques (now I know how to create posts , how to insert pictures!!).It was interesting to see other marketing strategies with my classmates’ blogs.
However, I think I could do more personal posts in including my opinion about the various subjects.

Next year, it could be great that new students made this work again because even if it takes a lot of time (especially at the end of the school year!) it’s an important way to better know the topic we have chosen.
To conclude, I hope that the readers of my blog have enjoyed my posts!

Vogue, also for men...

2005-04-30T13:26:00.000-07:00

vogue for men
Originally uploaded by Marianneg.

Men carry a growing interest to their appearance and to their care and they devote to these elements more time and money than before. Manufacturers and distributors have well understood the phenomenon: they launch more and more products for men and start to imagine points of sales exclusively dedicated to a male audience. These two combined factors revitalize the traditional markets of the luxury for men (clock industry and ready to wear in particular) and involve the creation of new promising markets (cosmetics). So, the expansion of these markets is quite real and, except for certain segments (such ties), the growth seems solid and durable.

E-communication for LVMH

2005-04-05T14:12:00.000-07:00

For the group Moët Hennessy - Louis Vuitton, the communication on the Internet has a strategic importance. The institutional site of the group records a monthly audience of 220.000 visitors. Taking into account the diversity of the targets (shareholders, journalists, applicants, consumers) and variety of the types of information and sought services, LVMH conceived its institutional site according to four main missions: deliver a regular and clear information (financial or marketing), then, account for the international dimension of the group, its values and its engagements, offer a visibility to each one of its brand and finally communicate on its policy of human resources.
Currently, it’s very important for luxury companies to use their website. LVMH, as the leader of this sector has understood the stake of this essential part of communication.

The internet, influence in luxury industry.

2005-03-31T06:51:00.000-08:00

Nowadays, the Internet is the most influencing media for purchases in luxury industry before press, posters and television.
This new trend should obliged marketing managers of luxury companies communicate more and more efficiently in the Internet. Indeed, perhaps they have to launch campaigns first in their websites. They also have to improve and facilitate the navigation of them.
Theses companies’ sites should become the heart of the relation with customers. These ones want to have a real dialogue with their brands, that’s the reason why companies have to give an additional opportunity for clients to “connect” them to their favourite brand.

Greenpeace against French luxury?

2005-03-31T04:34:00.000-08:00

Thursday, February 10th, 2005 an operation against the French industry of the luxury and especially the perfume sector.
The association Greenpeace made public a report which shows a possible toxicity of the French perfumes sold on the market. That news is spread really quickly ; all the organs of press speak about it.
The targets chosen by Greenpeace are two florets of the French luxury, Dior and Chanel, whose perfumes Poison and N°5 have been selected as "random" samples said dangerous in the report.
The date hasn’t been chosen at hazard, it was 4 days before the St Valentine’s Day. Greenpeace has made this blow of glare in order to mainly touch in a financial way the companies blamed and so caused the more damages possible and made them realised their mistakes.

Jean Paul Gauthier for La Redoute

2005-03-24T10:47:00.000-08:00

Jean Paul Gauthier for La Redoute
Originally uploaded by Marianneg.

The famous marinière by Jean Paul Gauthier for the "moderate" price of 68 € in La Redoute!!

karl lagerfeld for H&M

2005-03-24T10:38:00.000-08:00

karl lagerfeld for H&M
Originally uploaded by Marianneg.

The democratisation of luxury in image

Picture by Karl Lagerfeld

2005-03-24T10:30:00.000-08:00

Picture by Karl Lagerfeld
Originally uploaded by Marianneg.

In order to illustrate my second post

Luxury in democratisation ?

2005-03-24T08:53:00.000-08:00

For twenty years, luxury marketing has known a wave of democratisation. Indeed, nowadays, luxury goods like perfumes, fashion accessories gradually come down in the streets and are consumed by a large audience. In Europe, one inhabitant on two have already bought this kind of good during the last twelve months.
That’s why, popular brands have associated their names to people from "the luxury world". We could have seen this phenomena with the Christmas campaign of H&M with Karl Lagerfeld that has designed clothes at his image and with La Redoute and several creators like Jean-Paul Gauthier in the 2005 spring-summer catalog.
These brands must used this strategy in order to attract people who want to buy a luxury image at low prices.

Dior ad

2005-03-11T00:11:00.000-08:00

Dior ad
Originally uploaded by Marianneg.

An exemple of ad done by one of the most famous luxury brand: Dior.

Welcome to my blog

2005-03-04T00:10:00.000-08:00

Hello,

I'm Marianne, 21. I'm a second year student at the Normandy Business School in Le Havre. I come from the south west of France.
In this blog project, I have chosen to study the luxury marketing. My study will highlight the paradoxal sides of miscellaneous communication issues of this such particular market. I will also present the main actors of this industry.

This survey raises also a great opportunity to confirm my professional ambition which is to work in this sector of activity

I hope you will enjoy my blog!