The paper "A Study of Luxury Fashion Brand" analyzes the influence of social media marketing on brand loyalty and purchase intention of Chinese youth fashion customers. Social media is one of the most emerging marketing medium in the global business scenario. Recently, such marketing mediums are used highly used by the firms in order to attract customers from different economic and demographic segments. Social media portals are using Web 2.0 base, which offers higher interaction among the potential customers. According to DeLuca (2011), social media is highly used in the Chinese regions. It has been observed that out of 1367 million Chinese populations, 642 million peoples are using internet actively and 629 million peoples are having active social media accounts. In addition, it has been observed that 506 million people are having active mobile social accounts (Das, 2014). It has been observed that Chinese people are using social media like Qzone, Tencent Weibo, Sina Weibo, Peng you and Renren. Therefore, it can be said that luxury fashion retailers will share the features of clothing products, pricing information, store information, product range and collecting feedbacks from the customers. Denk (2010) stated that customers purchasing intention varies for different factors like shopping orientation, product interest, product types, experience of the previous purchase, and trust on the particular products. Such traits are observed in luxury fashion retail brand’s purchase intension.
Current study will be outlining the impacts of social media marketing on brand loyalty and purchase intention of Chinese youth fashion customers. In the current era, luxury fashion retail brands are facing different type of challenges like economic crisis…
Brand Analysis 8 3.1 Brand Image 8 3.2 Brand Identity 9 3.3 Brand Awareness 10 3.4 Brand Pyramid 11 Section 4. Special Interest: Advertising 12 Section 5. Brand Management Recommendation 13 Reference List 15 Rolex, the Luxury Watches Brand Introduction One of the most challenging phases in product development and design is branding.
On top of a consumer associating a brand with quality, they also do so for other reasons like security and comfort. This points to why building a brand is important for a company. The strength of a brand is measurable by how fast it is recognizable and the feelings that the brand is associated with by the consumer
The research on this objective started with a hypothesis that creating powerful brands is absolutely necessary in this age of globalization and internationalization.Secondary research by reviewing the current academic literature was then used in order to test this hypothesis. Today the fashion industry is littered with many brands and the volume of competition is immense.
It has created its own space among the elite customers who prefers to buy them. Such types of goods and services are not essential for common peoples and are associated with rich and affluent people. They appeal to people living in higher strata of the society.
This essay explores the fashion brand management. The brand the essay talks about is Rizla. Ferrari is a brand that one associates with flashy cars. Similarly, Levis Strauss is the brand of popular jeans worn by young and old the world over. A brand can add significant value to a product when recognised and has a positive association in the mind.
The essay looks into the ability of the financial groups to enhance the brand image of the companies to which the respondents belong. This was taken into consideration due to the fact that these has been pointed out as the reasons why luxury goods shifted away from promises of super exclusivity and to strategies concerning mass marketing.
The research report begins with the general portrayal of the study considering the scope and limitation of this particular report. The literature review provides a comprehensive view of the concept of the luxury brand and the behavioural attitude of the
The essay discovers the fashion industry. In the global fashion industry, entry and establishments of trademarks such as Top Shop, H & M, D & G, Armani Exchange, and Zara has acted as a dynamic reagent to the industry’s growth. These brands and their respective strategies are the basis for this case study that will employ a multiple study approach.
The paper explores the luxury fashion brand and reasons of its success. Most companies engaging in fashion have therefore turned to luxury brands being that there is global interest in fashion. Based on the environment that the businesses operate, the target markets and product attributes as well as marketing methods.
The paper starts with the brief introduction that highlights the main issue, that is, peer pressure. The next section, literature review, provides extensive details of the research topic. The research methodology focuses on primary data collection and uses SPSS and pie chart to analyse data. Peer groups pressurise on brand choices.
7 pages (1750 words)Essay
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