Matching Items (3)

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Is the Use of Recycled Materials More Harmful or Beneficial to Luxury Fashion Brands than Mainstream Brands?

Description

As consumers shift their values toward sustainability, environmentalism, and social issues, industries face increased pressure to engage with sustainability and make their sustainable practices transparent to consumers. While luxury fashion has shifted toward sustainable practices, little conclusive research exists to

As consumers shift their values toward sustainability, environmentalism, and social issues, industries face increased pressure to engage with sustainability and make their sustainable practices transparent to consumers. While luxury fashion has shifted toward sustainable practices, little conclusive research exists to understand how consumers respond to such practices. This research explores whether the use of recycled materials affects a luxury brand more than a mainstream brand. My results indicate that the use of recycled materials is harmful for a luxury brand but has no impact on the mainstream brand.

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Date Created
2019-05

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Luxury Brand Identity

Description

Luxury is a sector of all global industry that has been proven sustainable, having flourished during global economic successes and withstood hardships across numerous decades. Consumers are drawn to luxury, both the physical and perceived value that luxury products offer.

Luxury is a sector of all global industry that has been proven sustainable, having flourished during global economic successes and withstood hardships across numerous decades. Consumers are drawn to luxury, both the physical and perceived value that luxury products offer. Luxury champagne tastes better, luxury vehicles are higher performing and luxury fashion reflects the highest quality designs. The belief in superior product is what keeps luxury relevant. However, it is the brand identity created on behalf of the firm behind a luxury brand that remains the vital component to develop and maintain its top-tier status. Luxury fashion firms are synonymous with their brand, the persona and user experience created driving all facets of creative and business execution. While product name and perceived value are contributors to global success, the evolution and maintenance of such status relies upon the consistency of brand identity. To begin, I will identify a criterion that differentiates luxury fashion (mega-brands) from mass-market and commercial fashion, as well as outline the components that comprise a luxury brand identity. After a clear understanding of the meaning of luxury is established, I will layout the process of how a brand identity is consistently communicated through the business cycle, from the initial creation and design process to the end point of the final sale stage. To further enrich the learning established, I will apply the developed concepts in a dissection of the top five luxury fashion firms, Chanel, Dior, Louis Vuitton, Prada and Gucci. Analyzing each mega-brand, I will evaluate how the company's brand identity has evolved over the course of the firm's heritage and analyze the current brand creative direction (brand identity, ethics and aesthetics). Understanding the brand's persona and image, I will highlight the physical representation through brand codes and symbols to support the firm's positioning as a thriving luxury empire. Lastly, I will interpret the company's latest advertising campaign, deconstructing the application of brand identity as well as the contribution the campaign provides to supporting firm success. Ultimately, after gaining sufficient understanding of what a successful luxury firm is comprised of, I will identify the shortcomings identified within the last firm evaluated, Gucci. I will examine the branding failures of the current state of Gucci, analyzing what contributed to its fall from top luxury brand status. Additionally, I will provide details regarding what measures are currently being taken to regain its superior status as well as provide my own recommendation to the firm. In summation, through the process of understanding successful luxury branding practices, I hope to have enriched not only my understanding of brand identity but have gained the ability to develop my own point of view, to suggest a branding path and measures to be taken to steer Gucci back on a track.

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Date Created
2015-05

Positioning the Canyon Suites: A Case Study of a Boutique Luxury Resort

Description

The Canyon Suites at The Phoenician is blazing a new trail in the luxury hospitality industry, but is still facing challenges garnering widespread recognition by consumers. Located on the world-renowned Phoenician Resort property in Scottsdale, Ariz,. The Canyon Suites is

The Canyon Suites at The Phoenician is blazing a new trail in the luxury hospitality industry, but is still facing challenges garnering widespread recognition by consumers. Located on the world-renowned Phoenician Resort property in Scottsdale, Ariz,. The Canyon Suites is the first "boutique resort within a resort," of its kind in the nation. It shares restaurants, pools, golf courses and a spa facility with the 583-room Phoenician, while also offering exclusive, higher-end amenities and services of its own. In February 2013, The Canyon Suites became the first Forbes Five Star Hotel in Arizona since 2002, and one of just 76 hotels worldwide. So why aren't its occupancy rates higher? The Canyon Suites is struggling to distinguish itself as a unique world-class resort, while still remaining loyal to its roots at The Phoenician. One key strategy to reach target audiences is through public relations efforts. For purposes of this study, external messaging in the form of press releases were evaluated, as well as a content analysis of print media coverage about the resort. The objective was to determine if the content and frequency of PR tactics corresponds with resort occupancy rates over the course of one year (Summer 2012 through Spring 2013), and to make recommendations on how it can improve future public relations outreach.

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Date Created
2013-05