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Marketing Luxury Brands: The Case of True Religion Apparel, Inc.
Pages 3 (753 words)
Luxury brands have usually been linked to the central competences of premium pricing, high quality, craftsmanship, creativity, innovation, and exclusivity, all of which are embodied by the True Religion brand.
True Religion Apparel, Inc., just like other luxury groups, targets its products at consumers on the apex of the rich scale. These self-chosen privileged consumers are essentially insensitive to price and prefer to use up their resources and time on items that are entirely lavishness instead of necessities. Due to these, prestige and luxury brands have dominated a firm and usually irrational customer loyalty.
True Religion Apparel, Inc. depends greatly on its capacity to market products/services to wealthy, trendy consumers. The luxury brand, since 2003, has highlighted wash, fit, styling, and perfection in their brand (Hoover 2008). However, just like any organization, the brand has its own strengths, weaknesses, opportunities, and threats. ...
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