Rapport de stage

9425 mots 38 pages
1

Practicable Value-Cascade Positioning of Luxury Fashion Brands An increase in competition turned consumer-centred management into a key success factor. The transfer of an ultimate consumer orientation to brand positioning could change its logic: While positioning maps generally portray the position of a brand in the minds of consumers relative to its competitors, rigorously consumer-oriented positioning maps depict what consumers with preferences for a certain brand actually want – as compared to consumers with preferences for competitor brands. The construct of human values refers to people’s wants and goals in life, influencing their behaviour including their brand preferences. There is a cascade from preferences for certain values that flow into preferences for certain brands. Value-Cascade Positioning (VCP) builds on that relationship and maps a brand depending on the values of its consumers and possibly other constructs of consumer behaviour intervening in this relationship, such as attitudes and motives, for example. However, daily business customs require that the complexity of the methodology and especially that of the results is reduced to simple figures and models that are easy to understand and to communicate. The objective of this article is therefore to outline a concept of VCP, which combines a scientific base with practicable business requirements. This concept will be demonstrated and tested for the case of luxury fashions brands with the data from two recent luxury consumer surveys. In doing so, the paper also presents some new insights regarding characteristics of luxury consumers. Results include VCP maps of selected luxury fashion brands and instructions for the application of VCP. The paper continues to discuss its benefits and concludes that VCP can complement common positioning with valuable consumer insights that may inspire brand management and help to create competitive advantages. According to the consumer-orientation of modern

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