Luxury good

DVF: An Iconic Brand for the Everyday Woman Over the years, the Diane von Furstenberg brand has capitalized the contemporary market and has strategically positioned itself amongst its competitors. DVF is a global luxury lifestyle brand that has grown through many classifications including ready to wear, swim, handbags, shoes, and accessories. Their positioning statement clearly defines the brand’s interpretation and what it has to offer to its target customer. The DVF brand caters to women

During eighteen’s century, It’s very fashionable to have exotic animals as Parrot or monkey. Let me tell you that in the past: Between the eighteen’s and ninetheen’s century, they had dog’s taxes. Pets today Now, a new market is spreading : LUXURY For exemple tabloïd new paper anounced Paris Hilton and her pet dog Tinkerbell spend the afternoon shopping in Malibu. In USA Star love to go with their pets. What she really prefere it’s buy not affordable thing as morning dress, jewels or skin’s

different enough in order to be compared clearly. That’s why we thought about L’Oreal and Chanel. Even if they sell the same kind of products, they don’t concern the same customers. Indeed Chanel’s products are more expensive and are part of the luxury sector. To obtain informations about the two firms, the first things we searched for were their Head office and web site. For Chanel we have found: 135 av. Charles de Gaulle 92521 Neuilly sur Seine France, www.chanel.com; and for L’Oreal: Centre

positioning We notice a large number of new world producers that are a threat fort Château Margaux. They come from Australia, South Africa and California. Their strengths are: better marketing, lowercosts, modern production techniques and increasingly good quality. Château Margaux has to reinforce its position if it wants to stay one of the leaders on the prestigious market of wines. China seems to be an alternative to Château Margaux. There is a keen interest in food and wine in China. The consumption

collaborative partnership, the alliance was also attended to maintain separate brand and corporate identities. This is an important point, particularly for the customer. Indeed, traditional Daimler consumers were accustomed to paying premium prices for luxury whereas the Chrysler ones purchased moderately prices. So the Daimler consumers perceived their brand to be tarnished by the association. An another point is the fact that Renault and Nissan stayed separate group and there was only one chief executive

fresh coffee concept. They want to be seen as leader, as the Super-Premium brand and concept. They also clearly define their objectives for the future. Internal Analysis[1] The major strength of Nespresso is undoubtedly its positioning as a luxury brand. Nespresso’s products are perceived as premium products as major brands such as Chanel or Yves Saint Laurent. The prestige of the brand is certainly due to the quality of its products, either capsules or machines. Through its positioning and

  DIPLOME  UNIVERSITAIRE  D’ETUDES   TECHNOLOGIQUE  A  L’ETRANGER        SYBIL  DAGO   ECONOMIC  IMPACT  OF  COUNTERFEITING  AND  CONSUMER   BEHAVIOUR   PARTICULARLY  IN  LUXURY  LEATHER  GOODS   2009-­2010     1   DUETE-­ECONOMIC  IMPACT  OF  COUNTERFEITING  AND  CONSUMER  BEHAVIOUR     Table  des  matières   ACKNOWLEDGMENTS ...........................

meters down of the Champs-Elysées. In July 2008, Elie Saab continues his international expansion, opening his first store in England, London, at the first floor of the prestigious department store Harrod’s, and then in Dubai at the first floor of the luxury circle of the prestigious Dubai Mall. Nowadays, Elie Saab is willing to extend his presence, considering the outlets in the biggest cities of the world. The turnover of the brand in France, is 2 455 000 euro in 2009, 2 122 000 in 2008. In 2009

de personnes qui le portent. »4. Ainsi on estimait que le marché mondial du luxe pesait 170 milliards de dollar en 20005. Managing luxury brands » du Journal of Brand Management, 1996,vol.4 n°4, pp 251-60, « Le luxe : représentations et compétences », Décisions Marketing, N°9, Septembre-Décembre 1996 3 « Observations: Understanding the world of international luxury brands », Journal of advertising research, Vol 35 N°4, pp 69-76 4 Eric Vernier, et Pierre Ghewi « La banalisation du luxe » in Cahiers

and high technology. Both elegant and popular, Nice has the charm of those Mediterranean cities where the good life is as much to the beauty of the city and its exceptional climate. Here, even in winter the café terraces are nice and you can admire the Promenade des Anglais, always impeccably flowers, following the curve of the Baie des Anges, with one hand, the many beaches and the other luxury hotels including the famous Palace: The Negresco. Nice is also a city of arts and culture, after Paris