One luxury for one country

Résumé du document

Globalization is one of the most important changes that the countries have suffered in the last years. As a consequence of this, enterprises have being looking for a way to expand their market as well as a way to make bigger their brand in order to have more consumers, more sales and for sure more profitability. The perception of a brand may differ from customer to customer depending on their country. This is a hypothesis that might be applied to the luxury brands and will be confirmed or denied through the development of this presentation. Which are the main factors contributing to a change in the perception of the luxury brands? And which are the luxury leading brands in some countries?

Extraits

[...] But there was a loss in the luxury market after the year 2001. Nevertheless, we can notice that they are still a huge market important to pursue and one of those displaying the most important luxury sectors. World luxury brands in U.S Since the 2001 recession, lower-income households have lost purchasing power as wealthy Americans have gained some. Rising interest rates and energy prices can be expected to further suppress broad-based spending in the consumer financing, housing, auto and low-end retail sectors. [...]

[...] And which are the luxury leading brands in some countries ? Selected countries to be compared in the project This presentation will be a focus on 4 countries: United States, Mexico, France and China. Reasons for choosing these countries: Differences between their index of consumerism and:or corrupcy index Impact of one culture in others (Mexico, U.S.) Influenced countries (Mexico) Growing luxury countries (China) Leader in Luxury market (France) Luxury brands around the world World luxury brands inside China China already represents the third most important customer base for the luxury goods industry, accounting for an estimated 12 percent of global sales of the biggest brands, and if the current consumer trends goes on that way, the Chinese target could account for 20 percent of total sales in 2008. [...]

[...] Although you can see persons in underwear, you will never see nude persons in an advertising campaign such as those we know in France or United States. If a brand tries to make such thing, this brand will loose a lot of market shares because Mexican culture will see it as an offence to them. Variables : Culture and Values The age or kind of population of a country is also important. In Europe there exists a lot of seniors, more than in U.S. People aged 60 and older represent nearly a quarter or a third of the European population, compared with 16% in the U.S. [...]

[...] The market strategies for luxury brand sector must be focus in this target if it is so important., but this depends on the product and the service we are talking about plus the brand's awareness. For sure, Louis Vuitton and Puma won't have the same strategy, because they are at least directed to different target markets. ConclusionOne luxury brand for each country? It is hard to know if there is a luxury brand for each country. We can say that each country's average consumers decide to buy according to certain variables and desires and according to his purchase behavior. It might depend in what he is seeking . [...]

[...] The two Chinese acquisitions are to add 160 million units of annual capacity to L'Oreal's existing manufacturing capacity of 100 million units in 2004 World luxury brands inside China Some of the luxury brands having a tremendous success in Beijing, the richest city of China, are: Swatch, Haagen- Dazs has being growing a 40% annually since they entered in China in , Dior (which is increasing it´s sales by 40 or 50 percent a year since it arrived to this country) , Hugo Boss, Rolls Royce, Cartier, Burberry and LV and Prada. In the automobile sector we also have Audi, BMW and Nissan-Teana. World luxury brands inside China According to the Evaluating Luxury Brands Company of Beijing, the commercial China brands are becoming stronger and they are planning to substitute other world brands. [...]