【Native Speaker每日综合训练—28系列】【28-11】经管—Luxury Industry

疏离无罪

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Speaker:A film about the little know story of Coco Chanel.Her favourite color is white and black.She marriged twice.Coco was succuessful both in business and life.

01:17
The luxury company was facing big challenge in 2008 financial crisis.And Caradano decide to change the sale strategy and  build online store.

01:36
To be successful in online market,company needs to generate word-of-mouth publicity.And this is what Caradano is doing now.Online sale help the company regain their profit and save more money.

01:15
A poll was made in five countries to find out what motivates the consumer and how they perceive luxury brands around the world and show major cultural differences.USA customrer focus more on brand value than japanese do.

00:59
The introduction of Albatross Global Solutions and 1000mercis Group

01:01
LVMH wanted to double its sale and profit in 2005,so LVHM acquired many companies in several aspect.The result is not good.Experts and analysts say that LVMH should go back to its root area.But the CEO of LVMH has different idea.

05:23
Main Idea:How to Extend Your Luxury Brand properly
The author mentioned Diane von Furstenberg's failure as an example to show that what the luxury company will be like if it can not extend its brand properly.Diane von Furstenberg extend to much on noadjacant product that can not fit its brand.
Luxury brand must offer more value than other comparable products.If it can not do this,the failure comes.
Some study shows that a luxury brand’s profitability will usually increase as the premium degree increases,but only if the brand is extended into product categories adjacent to the core brand.The core brand valire can be symblic or functional.Even noadjacent product should fit this brand value.Some luxury brand can success in noadjacent area because they can foucs on their core brand value.
So before thinking about extend your luxury brand,you should consider whether the aim prodoct is suitable for you cor bran value.