Luxury Branding

Luxury – Overview
Table of Content

01 Luxury – Definition | Overview 04 Six Factors that define a “Luxury Brand”

Luxury Conglomerates –
02 Key Segments (Market Size ) 05
LVMH | Kering | Richemont

03 8Ps of Luxury Marketing Mix 06 Revitalization of Luxury Brands

2
Luxury – Introduction
(Overview)
 WHAT ? WHY ? HOW ?

Can luxury be subjective?

Why would be buy a bag worth 9 lakh or a watch worth 65?

How are luxury brands built?

LUXURY MARKETING - WHERE RULES OF GENERAL MAREKTING
DO NOT APPLY

Product : Functionality isn’t necessarily the most important (quality definitely is)
- Lot’s of sales? - Not interested
- Branding is king

Price : Higher Price = Higher Demand

Place : You shouldn’t find it everywhere

Promotion : Why Luxury Brands don't Advertise?

-Even when they do advertise - it’s never ABOUT the product
-Sales Promotion? - OH NO!

5
 The word Luxury comes from the Latin “Luxus” which means
superabundance, excess in the way of life or a display of wealth
aimed at satisfying desires6 that transcend real needs
Luxury

As Sombart (German
economist and sociologist)
states, Luxury is any
expense that exceeds what
is necessary.

7
The Element of ‘Desire’
The exclusivity around the brand is a result of its
philosophy and goal of always remaining ultra-premium
and luxurious that can be afforded by a very few and not
be readily available.
People seldom aspire
things they can have Such tactics help aspiring brands to build successful
instantly luxury brands.

EXAMPLE
The Hermès Birkin bag had a
Desire is created when waiting list of six years.
something is just out of Among the most expensive bags in
reach. the world, ranging from $40,000
to $500,000 for a single bag.
Named after actress and singer Jane
The pinnacle of desirability is Birkin, the iconic bag is handcrafted
achieved when the thing one wants
is not available. and strictly exclusive, which drives the
value of the Birkin year after year.

8
The Element of ‘Desire’

People seldom aspire things

they can have instantly

EXAMPLE
Desire is created when The famous Daytona in steel is for many such an
something is just out of
reach.
object of desire, ever since an early version
appeared on the wrist of Hollywood star Paul
Newman.
Rolex brings approximately as many models into
stores as it expects to sell. The result is long
waiting lists.
The (often unfruitful) hunt for the world’s most
desirable watch only adds to the Rolex myth.
9
Luxury – Key Segments
 11
https://www.bain.com/insights/long-live-luxury-converge-to-expand-through-turbulence/
Luxury Brand Market – Introduction

Luxury goods comprises luxury cars, personal luxury goods, luxury

hospitality, fine wines and spirits, gourmet food & fine dining, fine art, high-
end furniture & housewares, private jets and yachts, & luxury cruises

According to Bain - Luxury cars, luxury hospitality and personal luxury

goods together accounted for more than 80% of the total global luxury
market.

The market for personal luxury goods—the “core of the core” and the
focus of this analysis—reached a record high of €362 billion

Chinese consumers led the positive growth trend around the world.
Their share of global luxury spending continued to rise (23%)

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Luxury Brand Market – Introduction

The second hand luxury goods market rose to in 2023. Europe

remained the largest market, accounting for around 45% to 50% of
global secondhand luxury sales

Brands continued to exert more control over their distribution, with

directly operated channels increasing in importance again

The online channel growth decelerated compared with previous years,

as consumers favored physical interactions after years of restriction,
resulting in a slight erosion, down to about 21%.

Chinese will dominate the share by 2030

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Global Personal Luxury Goods – 2030F
Four vectors of transformation should profoundly reshape the luxury goods market by 2030:

Chinese consumers should regain their pre–Covid-19 status

as the dominant nationality for luxury goods, growing to
represent 35% to 40% of global purchases.

Mainland China should overtake the Americas and Europe to

become the biggest luxury market globally (24% to 26% of
global purchases).

Younger generations (Generations Y, Z, and Alpha) will

become the biggest buyers of luxury by far, representing
nearly 85% of global purchases.

Monobrand stores and online should become the leading

channels for luxury purchases, representing an estimated
60% to 66% market share.

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Luxury Marketing
Mix – 8Ps
Luxury Marketing Mix – 8P’s

PERFORMANCE PEDIGREE

PERSONA PLACEMENT

04 05 PUBLIC
PUBLIC FIGURES 03 06
RELATIONS
02 07
8P’s of Luxury
PAUCITY
01 08 PRICING
Marketing

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Luxury Marketing Mix – Paucity

Paucity - the presence of something in only small quantities or amounts.

https://www.youtube.com/watch?v=xbgYIQPIkm8

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Luxury Marketing Mix – Paucity

Paucity - the presence of something in only small quantities or amounts.

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Luxury Marketing Mix – Paucity
Former Hermès CEO Patrick Thomas, once commented,
“The luxury industry is built on a paradox: the more desirable the brand becomes, the more it sells but
the more it sells, the less desirable it becomes”

An Hermes craftsman. Source: Garland Magazine

https://www.youtube.com/watch?v=67GVKHXqB48
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Luxury Marketing Mix – Paucity
Hermès Himalaya Birkin Bag as “the Holy
Grail” in any handbag collection,

It is not uncommon for auction houses, such as

Christie’s – which is owned by Groupe Artémis,
the holding company of Gucci and Saint
Laurent owner Kering’s chairman François-
Henri Pinault – to boast record-breaking
auctions.
In June 2017, a 3-year old Himalaya Birkin sold
for $380,000 to an unnamed buyer in Hong
Kong, according to Christie’s.
The take-home-price of that Himalaya, which
boasted 18 karat gold buckles and strap loops
encrusted with 205 diamonds, swiftly flew past
Christie’s presale estimate of ($193,000 to
Hermès Himalaya Birkin handbag is worth $258,000) 15 minutes of intense bidding in the
at least US$350,000 auction room in Hong Kong

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Luxury Marketing Mix – Paucity

Only 499 limited-edition LaFerraris exist. Source: Flickr

38
Luxury Marketing Mix – Public Figure

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Luxury Marketing Mix – Public Figure

Two types of Public Figures that make a luxury brand famous

The Brand Ambassador The Celebrity Customer

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Patek Philippe Nautilus 5711/113P-001 Patek Philippe Nautilus 5711/1R-001
Market price:
Market price: ~$1,800,000. ~$200,000.
41
Patek Philippe Nautilus
5980/60G,
Rs. 65,74,000.
42
Luxury Marketing Mix – Public Figure

The stainless steel and titanium Royal

Oak Perpetual Calendar watches 41mm
start at $106,000

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Luxury Marketing Mix – Public Figure

The dress that

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Luxury Marketing Mix – Public Figure

45
Luxury Marketing Mix – Public Figure
Elite customers you want to associate with

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Luxury Marketing Mix – Public Figure

Bulgari
Italian brand Bulgari is famous for its glamorous gemstone jewellery, luxury watches,
perfumes and leather goods.

Actresses Rachel Weisz and Julianne Moore both starred in sensual campaigns for the
luxury label when they were in their 40s and 50s.

Nearly 10 years later, the brand opted for a much younger face in 21-year-old model
Bella Hadid who helped push their Roman Night fragrance and fall/winter 2017
accessories collection.

Since then, Bulgari has went on to introduce their youngest brand ambassador to date
in 15-year-old model and songwriter Koki who is the daughter of celebrated Japanese
actor and singer Takuya Kimura.

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Luxury Marketing Mix – Public Figure

Estée Lauder
American cosmetics company Estée Lauder is one of the world’s leading manufacturers
and marketers of quality skin care, makeup, fragrances and more.

British actress Elizabeth Hurley landed her first modelling job at 29 years old when she
partnered with the prestigious brand and she remained the face of Estée Lauder until
2001 when she was 36-years-old.

In 2014, 19-year-old Kendall Jenner was brought on board as a noticeably younger

brand ambassador than previous faces for the label.

Then in 2018, model Karlee Kloss joined the growing list of Estée Lauder ambassadors
and became the new face of the 72-year-old brand at 25-years-old.

48
Luxury Marketing Mix – Public Figure

Dior
French luxury goods company Christian Dior has worked with a number of famed
celebrities to help push their renowned label.

From 2006 to 2010, Italian actress and model Monica Bellucci appeared in
numerous Dior campaigns promoting cosmetics, fragrances and handbags.

The fact that she was in her late 40s didn’t seem to be an issue, but over the next
decade the brand’s faces have gotten noticeably younger

In 2015, 27-year-old Rihanna partnered with the brand for the first Dior campaign
to feature a celebrity of colour and earlier this year, Dior named 21-year-old British
singer Jorja Smith their brand new global makeup ambassador.

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Luxury Marketing Mix – Public Figure

Chanel
In the 80s, French model and style icon Ines de la Fressange became the first to ever sign an
exclusive contract with Chanel and she remained the face of the brand until 1989 at 32-years-
old.
The label has since turned to a variety of other Hollywood stars and in 2016, Karl Lagerfeld
named young starlet Willow Smith as a new face for the French fashion house.

The 15-year-old daughter of Will and Jada Pinkett Smith landed several campaigns with the
luxury brand and made her Paris Fashion Week debut at Chanel’s fall 2016 show.

Fortunately, there’s still hope for the more seasoned celebrities looking to partner with the
brand as 45-year-old Oscar-winning actress Penélope Cruz was chosen to become the new
Chanel ambassador in 2018.

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Class Activity
• Each Student has to choose a Luxury Brand
• Make a 3 slide presentation on this brand

• 1st- About the brand, history, product range, price range, units sold, profit growth etc.

• 2nd Slide- If the brand chooses to enter into the Indian Market, which celebrity should they
collaborate with and why?

• 3rd Slide- Use generative AI and editing to make a creative (campaign) of the launch of
that celebrity in India.25

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Luxury Marketing Mix – PERSONA

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https://www.rolex.org/rolex-awards

Rolex the Symbol of ‘Heroic

Achievement’

53
Luxury Marketing Mix – Persona

Back in 2017, Chanel was named by

Insightpool as the most influential luxury
brand on social media (based on overall
engagement), topping the list above
others like Louis Vuitton and Christian
Siriano.

At the time, the brand had 40.8 million

followers on Twitter and Instagram
alone.

As we head into 2020, this number has

grown to 51.9 million.

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Luxury Marketing Mix – Persona

KARLIE KLOSS STARS IN LOUIS VUITTON'S NEW

LUGGAGE CAMPAIGN

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Luxury Marketing Mix – Persona

EMMA CHAMBERLAIN

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Luxury Marketing Mix – Persona

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Offline Marketing Strategies For Luxury Brands

Oberoi

https://www.youtube.com/watch?v=ZvAHk0Tojao

Building Persona through Advertising

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Luxury Marketing Mix – PERFORMANCE

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Luxury Marketing Mix – Performance

https://www.youtube.com/watch?v=NUzDLpSkQTg
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Luxury Marketing Mix – Performance

https://www.youtube.com/watch?v=NekZK0vXyqc
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Luxury Marketing Mix – PLACEMENT

Product placement provides a unique way to reach a wide audience, as well as the ability to influence viewers' perceptions of luxury goods
without directly advertising their products.

These placements can boost a brand's visibility, create an aspirational image, and even increase sales. Placing a luxury item onscreen can draw
attention to the brand, making it more recognizable to consumers. It also provides an opportunity to create a positive emotional connection with
potential customers.

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Luxury Marketing Mix – Placement

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Luxury Marketing Mix – Placement

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Chanel x Gossip Girl - Chanel was a frequent brand partner in Gossip
Girl, with many of the main characters regularly sporting Chanel clothing,
accessories, and handbags. The brand's signature tweed jackets, pearls, and
quilted handbags are all prominently displayed, helping to create a luxurious,
high-end atmosphere for the show. I know this because I did these
partnerships back in the day with the original series... and they were
GLORIOUS!

68
Prada x The Devil Wears Prada - In The
Devil Wears Prada, the main character, Andy
Sachs, is transformed into a fashion-forward,
Prada-wearing editor at a high-end fashion
magazine. Throughout the film, various Prada
products are prominently featured, such as the
brand's iconic Nylon tote, sunglasses, and
clothing.

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Luxury Marketing Mix – Placement

Louis Vuitton (LV) has signed a multiyear

deal with Riot Games that will include
both physical and digital design work for
this year’s League of Legends World
Championships.

This includes a one-of-a-kind Trophy

Travel Case for the “Summoner’s Cup,”
with LV having designed similar items for
sports events including the FIFA World
Cup, Rugby World Cup, and America’s
Cup in sailing. Financial terms were not
disclosed.

Louis Vuitton to Design Trophy Case for League

of Legends World Championships

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Things to consider:

1. Relevant
2. Subtle
3. Congruent

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Luxury Marketing Mix – PRICING

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The Biggest Problem Faced by Luxury Brands Right now- SALES DROP

In the past months, the luxury sector has lost $200 billion in value,
with LVMH taking the biggest hit, according to Reuters.
Last November, luxury fashion companies like Burberry and
Richemont experienced a flood of returns and exchanges during
China’s biggest shopping festival, and luxury return rates in China have
risen to around 50% this year, far surpassing the luxury industry average
of 30%, according to Bloomberg.
Burberry and Hugo Boss have faced significant sales drops in
Asia and the Americas, with Burberry’s Asia Pacific and Americas sales
both decreasing 23% and Hugo Boss sales dipping around 3% for both
geographies, preliminary earnings showed.
https://www.forbes.com/sites/
A similar story played out in the preliminary earnings of Cartier parent aliciapark/2024/07/17/designe
Richemont, which has had a 27% drop in China sales this year, r-fashion-houses-are-
struggling-in-the-first-half-of-
and the Swatch Group—which owns Omega, Tissot, Longines and 2024-heres-why/

more—which reported an 11% decline in sales overall this year and

significant declines in China sales. 73
What should a Luxury Brand do about
it?

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Differentiated Pricing

• Armani’s – Armani Exchange

• Roberto Cavalli’s – Just Cavalli
• Prada’s – Miu Miu

Miu Miu was a complete outlier in the industry with 58% growth last year and 90% year-
over-year growth in the first quarter, driving parent Prada Group’s sales up 17%. The
company’s performance is tied to its ability to resonate with customers in Asia and younger
generations who applaud the fashion house’s buzzy pieces, according to Vogue.

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Luxury Marketing Mix – Pricing

Louis Vuitton Paint Can Bag Which Costs Over Rs 2 Lakh Leaves Internet Baffled

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Luxury Marketing Mix – Pricing

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Luxury Marketing Mix – PEDIGREE

Pedigree - the recorded ancestry or lineage of a person or

family.

https://www.youtube.com/watch?v=QWcSrjwhCaU
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Luxury Marketing Mix – PEDIGREE

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Luxury Marketing Mix – PEDIGREE

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Luxury Marketing Mix – PEDIGREE

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Luxury Marketing Mix – PEDIGREE

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Luxury Marketing Mix – PEDIGREE

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Luxury Marketing Mix – PEDIGREE

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Luxury Marketing Mix – PEDIGREE

85
Luxury Marketing Mix – Public Relations

86
Luxury Marketing Mix – Public Relations

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Luxury Marketing Mix – Public Relations

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Luxury Marketing Mix – Public Relations

In November 2022, Balenciaga released its holiday ad

campaign featuring children holding teddy bears in
bondage harnesses and costumes. (The BDSM
accessories were also on the runway at Balenciaga’s
show at Paris Fashion Week.) The backlash against the
images was swift, with the hashtag #cancelBalenciaga
trending across Twitter and TikTok and many accusing
the brand and its creative director, Demna, of
condoning pedophilia and child exploitation.

In a separate ad that dropped later that month, a bag

from the fashion house’s collaboration with Adidas was
photographed atop copies of what appear to be
documents from the Supreme Court case United
States v. Williams, a ruling that upheld the PROTECT
Act, which increased federal protections against child
pornography.

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https://gettinggro
wth.com/luxury-
brands-
marketing-fails/

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Luxury Buyer
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Psychology of the Luxury Consumer

• Exclusivity
Luxury consumers are a unique group of individuals who are drawn to the exclusivity, quality, and status that luxury brands
and products offer.

• Social identity
Luxury consumers are drawn to the elevated status that comes with owning and using these items.

It is viewed as a way for individuals to demonstrate their wealth and success, and to signal to others that they are part of a
select group of individuals who can afford to indulge in these luxury goods and services.

People often buy luxury items because of the way the products make them feel, not because they necessarily need a specific
product or service. This emotional connection might be tied to the brand's heritage, the craftsmanship behind the product, or the
personal significance of owning a luxury item.

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 Typical Luxury Focused Customers

The The
The Discreet
The Luxury The Luxury Conscious The Luxury Occasional
Luxury Luxury
Traditionalists Trendsetters Luxury Investors Consumers Consumers
Consumers
• This group values • They buy luxury
heritage and • They are always in products
• They prefer luxury • This group sees luxury • They prefer luxury
craftsmanship. search of the latest sporadically, often
brands that products as an products that are less
and most exclusive. for special
demonstrate social and investment. ostentatious.
• They prefer occasions like an
environmental
established • Influenced by anniversary or a
responsibility. • They are interested in • They value quality and
brands with a rich celebrities and opinion significant
resale and the long- craftsmanship but opt
history and tend to leaders, they seek achievement.
• They look for products term value of items. for items that do not
be loyal to these products that help
that are not only necessarily display
brands. them stand out. • Their luxury
exclusive but also • Though influential, this their logos prominently.
consumption is
produced sustainably. group is relatively
• They might • This group is willing to less frequent, but
small compared to • This group seeks
represent around experiment with new they are willing to
• They can make up 15- others, possibly luxury in subtlety.
10-15% of the brands and products. spend more on
20% of the market, representing around 5-
market. these special
with a tendency to 10% of the market. • They might constitute
• They could comprise occasions.
grow. 10-15% of the market.
• Prefer Classic approximately 20-25%.
over ‘Trends’ • They can
represent 15-20%.

95
 Typical Luxury Focused Customers

Top Aspirational Travel Retail The Budget

Consumers Buyers Buyers Shoppers

• Consumers that save • This group does not • Usually ‘Aspirational

• People that can
up money to buy typically buys luxury Buyers’ that search
‘actually’ afford to buy
Luxury Products products, mostly when Luxury goods from
luxury goods regularly.
they travel places they are the
• These consumers ‘cheapest’ at.
• These might be a mix
usually buy luxury • A lot of Luxury Brands
of traditionalists and
products for the ‘Need have origins in Europe, • Travel retail allows
experimenters
to Conform’ to a select so these buyers them to buy for
set of individuals consume luxury cheaper than home
• Are usually High Net
products as part of countries due to
worth Individuals
• More into ‘Loud their ‘Travel Splurge’ custom and tax
(HNIs)
Luxury’ benefits

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The Luxury Consumer Journey

immersive Highly
capture the experiences, such as anticipated,
attention of exclusive events, culmination of
individuals who private showings, and desire and the
align with the personalized fulfillment of
brand's values consultations aspirations

Engagement Post-
Evaluation
Awareness Curiosity and and Purchase and Purchase
and
and Attraction Desire Emotional Delight Engagement
Consideration
Connection and Loyalty

exclusivity, personalized
scarcity, and offer exceptional communication,
limited editions customer service, and exclusive offers, and
collaborate with events
influencers

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Six Factors that define
a “Luxury Brand”
Six Factors clearly define a “Luxury Brand”
Price Quality Rarity

Symbolism Extraordinariness Aesthetics

100
Six Factors clearly define a “Luxury Brand”
Price

The brand proposes products that

are the most expensive in its
category.

101
3 Most Expensive cars in the World

The Rolls-Royce La Rose Noire Droptail, the

⮴ world’s most expensive car, is priced at $30
million (approximately Rs. 250 crore).

Unlike previous four-seater models, the La

⮴ Rose Noire is a two-seater supercar with a
removable hardtop.

It features a twin-turbo 6.75-liter V-12

⮴ engine, producing 563 bhp and 820 Nm of
torque. The car’s body is crafted from
carbon, steel, and aluminum.

https://www.vanguardngr.com/2024/07/10-most-expensive-cars-in-the-
world/#:~:text=1.,Royce%20La%20Rose%20Noire%20Droptail&text=The%20Rolls%2DRoyce%20La%20Rose,supercar%20with%20a%20removable%20hardtop.
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3 Most Expensive cars in the World

Measuring 5.3 meters in length and 2

meters in width, the La Rose Noire Droptail’s
⮴ body color changes when viewed from
different angles.

The unique paint was developed through

150 tests and a secret base blend. Its
⮴
design is inspired by the Black Baccara rose
petals found in France.

The development of this super luxury car

⮴ took two years, with an additional nine
months for production.

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3 Most Expensive cars in the World

The Boat Tail, successor to the 2017 Sweptail,

⮴ features a distinctive two-toned exterior and a
luxurious finish.

Its interior boasts a lavish “hosting suite” with a

⮴
built-in sun umbrella and a champagne fridge,

The rear deck reinterprets the wooden rear

⮴ decks of classic Rolls-Royce boat tail cars from
the 1930s.
Estimated Price: $28m 240 crores

104
3 Most Expensive cars in the World

The Bugatti La Voiture Noire, meaning “the black

car,” is powered by a quad-turbo 8-liter W16 engine
⮴ with 1479 horsepower and 1600 newton-meters of
torque.

Featuring six exhaust tips, radical wheels, a custom

⮴ fascia, and an illuminated rear badge spelling out
“Bugatti,” it embodies sophistication and elegance

⮴ This masterpiece seamlessly combines speed,

aesthetics, luxury, and technology.

150 crores

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Six Factors clearly define a “Luxury Brand” – PRICE

Top 10 Most
Expensive Hotels
in the World 2021

2-2.5 lakh/night
106
Six Factors clearly define a “Luxury Brand” – PRICE

Top 10 Most
Expensive Hotels
in the World 2021

22,41,000/night
107
Six Factors clearly define a “Luxury Brand” – PRICE

Top 10 Most
Expensive Hotels
in the World 2021

30 lakh/night
108
Six Factors clearly define a “Luxury Brand” – PRICE

Top 10 Most
Expensive Hotels
in the World 2021

109
Six Factors clearly define a “Luxury Brand” – PRICE

Top 10 Most
Expensive Hotels
in the World 2021

33lakh/night
110
Six Factors clearly define a “Luxury Brand” – PRICE

Top 10 Most
Expensive Hotels
in the World 2021

111
Six Factors clearly define a “Luxury Brand” – PRICE

Top 10 Most
Expensive Hotels
in the World 2021

36lakh/night
112
Six Factors clearly define a “Luxury Brand” – PRICE

Top 10 Most
Expensive Hotels
in the World 2021

41lakh/night 113
Six Factors clearly define a “Luxury Brand” – PRICE

Top 10 Most
Expensive Hotels
in the World 2021

114
Six Factors clearly define a “Luxury Brand” – PRICE

Top 10 Most
Expensive Hotels
in the World 2021

1.25 crore
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Six Factors clearly define a “Luxury Brand” – PRICE

Top 5 Most
Expensive
Watches in the
World

209 crore
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Six Factors clearly define a “Luxury Brand” – PRICE

Top 5 Most
Expensive
Watches in the
World

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Six Factors clearly define a “Luxury Brand” – PRICE

Top 5 Most
Expensive
Watches in the
World

118
Six Factors clearly define a “Luxury Brand” – PRICE

Top 5 Most
Expensive
Watches in the
World

335 crores
119
Six Factors clearly define a “Luxury Brand” – PRICE

Top 5 Most
Expensive
Watches in the
World

460 crores
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The wedding of Anant Ambani and Radhika Merchant at Antilia featured
extravagant celebrations and lavish gifts, including ₹2 crore AP watches
for celebrities like Shahrukh Khan and Ranveer Singh.
121
Six Factors clearly define a “Luxury Brand”
Price Quality

The brand proposes products that The brand extends longlasting top-of-
are the most expensive in its the-line products, which, despite
category. being used over a prolonged period
is not disposed of; instead, it is
repaired and reused, which often
even gains value over time.

122
Six Factors clearly define a “Luxury Brand” – QUALITY

https://www.youtube.com/watch?v=NekZK0vXyqc
123
Six Factors clearly define a “Luxury Brand”
Price Quality Rarity

The brand proposes products that The brand extends longlasting top-of- In contradiction to mass-market
are the most expensive in its the-line products, which, despite brands, luxury brands limit its
category. being used over a prolonged period production and tries not to disclose
is not disposed of; instead, it is its sales numbers. The brand is
repaired and reused, which often difficult to get and is not readily
even gains value over time. available at all times or places.

124
Six Factors clearly define a “Luxury Brand” – RARITY
Hermès Himalaya Birkin Bag as “the Holy
Grail” in any handbag collection,

It is not uncommon for auction houses, such as

Christie’s – which is owned by Groupe Artémis,
the holding company of Gucci and Saint
Laurent owner Kering’s chairman François-
Henri Pinault – to boast record-breaking
auctions.
In June 2017, a 3-year old Himalaya Birkin sold
for $380,000 to an unnamed buyer in Hong
Kong, according to Christie’s.
The take-home-price of that Himalaya, which
boasted 18 karat gold buckles and strap loops
encrusted with 205 diamonds, swiftly flew past
Christie’s presale estimate of ($193,000 to
Hermès Himalaya Birkin handbag is worth $258,000) 15 minutes of intense bidding in the
at least US$350,000 auction room in Hong Kong

125
Six Factors clearly define a “Luxury Brand” – RARITY

Nita Ambani’s ultra-rare Hermès Himalaya Birkin handbag is worth at least US$350,000 –
encrusted with 240 diamonds and last spotted at a London lunch date with Karisma and
Kareena Kapoor

126
Six Factors clearly define a “Luxury Brand” – RARITY

127
Anant’s Grandmaster Chime watch, which is touted as the ‘most complex
luxury watch ever produced by Patek Philippe’ and is valued at a
whopping Rs 18 crore.
https://www.financialexpress.com/life/lifestyle-anant-ambanis-rs-18-crore-watch-to-radhika-merchants-rs-2-crore-bag-here-are-the-ultra-luxurious-accessories-and-outfits-donned-by-
nmacc-guests-3037991/

128
 According to the ‘Indian Horology’ Instagram page, the ‘Grandmaster
Chime’ has twenty complications, a reversible case, two independent
dials, and six patented innovations. The development and assembly of this
https://www.financialexpress.com/life/lifestyle-anant-ambanis-rs-18-crore-watch-to-radhika-merchants-rs-2-crore-bag-here-are-the-ultra-luxurious-accessories-and-outfits-donned-by-
nmacc-guests-3037991/

timepiece took an astonishing

129
100,000 hours.
Six Factors clearly define a “Luxury Brand”
Price Quality Rarity

The brand proposes products that The brand extends longlasting top-of- In contradiction to mass-market
are the most expensive in its the-line products, which, despite brands, luxury brands limit its
category. being used over a prolonged period production and tries not to disclose
is not disposed of; instead, it is its sales numbers. The brand is
repaired and reused, which often difficult to get and is not readily
even gains value over time. available at all times or places.

Symbolism

It is charismatic in nature and fills the

room regardless of whether it is of a
conspicuous or understated nature,
deep inside, pumped up with pride.

130
Six Factors clearly define a “Luxury Brand” – SYMBOLISM

Louis Vuitton

131
Six Factors clearly define a “Luxury Brand” – SYMBOLISM

Louis Vuitton Michael Clarke Luxury Trunk.

132
Six Factors clearly define a “Luxury Brand” – SYMBOLISM

Louis Vuitton’s cuddliest creation is a $9,000 limited edition teddy

bear Louis Vuitton only created one teddy bear design on their
150th anniversary that was completely designed, developed and
manufactured by their own company.

500 pieces of the monogrammed bear – christened DouDou–

were created and each one retailed for a staggering $9000.

One of them was even sold at a Christie’s auction in Monaco for a

whopping $182,000!

133
Six Factors clearly define a “Luxury Brand” – SYMBOLISM

134
Six Factors clearly define a “Luxury Brand” – SYMBOLISM

135
Six Factors clearly define a “Luxury Brand”
Price Quality Rarity

The brand proposes products that The brand extends longlasting top-of- In contradiction to mass-market
are the most expensive in its the-line products, which, despite brands, luxury brands limit its
category. being used over a prolonged period production and tries not to disclose
is not disposed of; instead, it is its sales numbers. The brand is
repaired and reused, which often difficult to get and is not readily
even gains value over time. available at all times or places.

Symbolism Extraordinariness Aesthetics

It is charismatic in nature and fills the Luxury brands have a soul and style The brand behaves stylish and
room regardless of whether it is of a of its own kind, and its products debonair, that reflects not but style.
conspicuous or understated nature, amaze and surprise the customer The brand, when noticed personifies
deep inside, pumped up with pride. with the "expected unexpected." a world of beauty and elegance.

136
Six Factors clearly define a “Luxury Brand” – Extraordinariness &
Aesthetics

137
 Six Factors clearly define a “Luxury Brand” – Extraordinariness &
Aesthetics

THE RESIDENCE
By Etihad Airways

https://www.google.com/search?rlz=1C1CHBF_enIN1012IN1013&sxsrf=AB5stBjSiImNYZEyydFmwRd8Vib8rpYV8A:169
0868267101&q=the+residence+etihad+airways&tbm=vid&source=lnms&sa=X&ved=2ahUKEwiyjLCT37qAAxX-
SGwGHZp5CIEQ0pQJegQIXRAB&biw=1536&bih=707&dpr=1.25#fpstate=ive&vld=cid:75455793,vid:JN1q2NCNRPg 138
Luxury Conglomerates:
LVMH | Kering | Richemont
LVMH
https://www.lvmh.com/our-maisons

How LVMH Became A $500 Billion Luxury Powerhouse

https://www.youtube.com/watch?v=NBmIFTyiGos&t=834s

140
Kering

https://www.kering.com/en/

141
RICHEMONT

https://www.richemont.com/our-maisons/

142
Most Valuable Luxury Brands in the World
Interbrand is a marketing consulting firm that has published its ranking of the top global brands of 2019.

1 2 3 4 5 6 7 8 9

$32.22 $22.13 $17.92 $15.9 $8.19 $6.04 $5.33 $5.20 $4.78

billion billion billion billion billion billion billion billion billion

143
Most Valuable Luxury Brands in the World

144
Revitalization of Luxury
Brands
Revitalizing Brands
Revitalization of a brand is nothing but a marketing strategy
chosen when any product enters the maturity stage of the product
life cycle and when its earnings have fallen drastically.
Brand revitalizing is an attempt done by the company to bring
the product back in the market.

Why does a brand need top be revitalized ?

Competition Change in preferences

and tastes of customers

The invention of
new technology Legal obligations, etc

146
Revitalizing Luxury Brands – Launch other Products
Louis Vuitton Louis Vuitton ventured into the hospitality industry with
⮴ its very first café and restaurant: Le Café V and
Sugalabo V.

Launched in Feb 2020 in the Japanese city of Osaka

⮴ as its location.

Both restaurants offer dishes from the famous chef

⮴ Yosuke Suga, who was once one of Joël Robuchon's
protégés, a legendary Michelin star chef

The interior is by designer Jun Aoki and is intended to

⮴ give customers the impression that they find
themselves on a floating ship.
P.C.: www.shutterstock.com

147
Revitalizing Luxury Brands – Launch other Products
Louis Vuitton Louis Vuitton ventured into the hospitality industry with
⮴ its very first café and restaurant: Le Café V and
Sugalabo V.

Launched in Feb 2020 in the Japanese city of Osaka

⮴ as its location.

Both restaurants offer dishes from the famous chef

⮴ Yosuke Suga, who was once one of Joël Robuchon's
protégés, a legendary Michelin star chef

The interior is by designer Jun Aoki and is intended to

⮴ give customers the impression that they find
themselves on a floating ship.
P.C.: www.shutterstock.com

148
Revitalizing Luxury Brands – Launch other Products

Together with renowned chef Gaggan Anand, Louis Vuitton has

inaugurated its first Southeast Asian restaurant in Bangkok, fusing the
worlds of high food and haute couture.

149
 Revitalizing Luxury Brands – Launch other Products

The prices for the menu are THB 4,000 (INR 9,252) for an 8-course lunch
and THB 8,000 (INR 18,505) for a 17-course dinner. Wine-pairing options
start from THB 3,500 (INR 8,096).

150
Revitalizing Luxury Brands – Launch other Products
Burberry’s Thomas Café - London

Burberry operates Thomas' Cafe in London

151
Revitalizing Luxury Brands – Partner with other Brands

152
Revitalizing Luxury Brands – Partner with other Brands

153
Revitalizing Luxury Brands – Partner with other Brands
Balmain x PUMA x Cara Delevingne Collaboration

154
Revitalizing Luxury Brands – Partner with other Brands
Balmain x PUMA x Cara Delevingne Collaboration

155
Revitalizing Luxury Brands – Partner with other Brands

156
Revitalizing Luxury Brands – Partner with other Brands

157
Revitalizing Luxury Brands – Partner with other Brands

158
Revitalizing Luxury Brands – Partner with other Brands
Jordan Brand x PSG

https://medium.com/@annanmichael3/exploring-the-fusion-of-luxury-sports-and-fashion-82357a05ed39

159
Revitalizing Luxury Brands – Partner with other Brands

160
Revitalizing Luxury Brands – Change in Logo

Typographic logos can communicate trust or chaos, make you look

⮴ smart or clueless, and come across as expensive or cheap.

All have been transformed into crisp-angled letterforms.

At first, these designs might seem interchangeable, but look harder and
⮴ you’ll see differences. Some are heavier weights, while others have
more space between the letters

That said, the overall trend is hard to miss: Luxury isn’t connoted with
⮴ fussy extras; no-nonsense boldness is the rule.

Armin Vit, co-founder of design firm UnderConsideration and its blog,

Brand New, says the bare-bones look is “like wearing a black-tie
⮴ tuxedo.” It’s not flashy but leaves room for personality to come through in
P.C.: www.shutterstock.com other ways.

161
Revitalizing Luxury Brands – Change in Logo
Sarah Hyndman, a London designer and author of Why Fonts Matter,
⮴ has spent years playfully testing associations between typography and
luxury.

After asking hundreds of people in surveys to respond to fonts as

“cheap,” “expensive,” or somewhere in between, she found that most
⮴ consumers tend to view high-contrast fonts with thin hairlines, such as
the old Burberry logo, as more high-end.

Many whisperers of upscale goods are choosing a similar feel. Bill

Gardner, a designer who obsessively tracks corporate identities
at LogoLounge, cites a litany of pricey brands that lately have opted for
⮴ the all-caps sans-serif look: Céline, Rimowa, Diane von
Furstenberg, Balenciaga, and Saint Laurent, as well as Saville’s own
refresh of Calvin Klein in 2017.
P.C.: www.shutterstock.com

162
Revitalizing Luxury Brands – Change in Logo

163
Revitalizing Luxury Brands – Change in Logo

164
Revitalizing Luxury Brands – Change in Logo

165
Revitalizing Luxury Brands – Change in Logo

166
Revitalizing Luxury Brands – Change in Logo

167
Revitalizing Luxury Brands – Change in Logo

168
Revitalizing Luxury Brands – Change in Logo

169
Revitalizing Luxury Brands – Change in Logo

170
Revitalizing Luxury Brands – Change in Logo

171
Revitalizing Luxury Brands – Change in Logo

172
Ways to Revitalize a Brand
By telling a story about your product
Along with the timekeeping in its substantial 51-millimeter case, the
Emergency packs a powerful dual-frequency microtransmitter. The
unit emits a digital signal at 406 MHz for triangulation by satellites
and an analog signal at 121.5 MHz, a homing frequency

To activate the beacon, you simply free the cap on the bottom-right
lug of the watchcase. A second, smaller capsule on the opposite
side of the case must also be freed; a more tightly coiled antenna
there amplifies the second signal.

Once you unscrew the first capsule, the cat does not go back in the
sack. The nearest search and rescue team will quickly be
dispatched to your location, likely by helicopter.

From 1982 to 2019, at least 51,429 people were rescued with help
Example – Breitling Comes With from the COSPAS-SARSAT system leveraged by this Breitling
Its Own Rescue Helicopter. watch.

173
Revitalizing Luxury Brands – Breitling (Women)
Breitling “A heritage cannot be created,” says Breitling on their
⮴ website, “it must be earned. And that is what sets the
Breitling story apart.”

Breitling understands that positioning a heritage brand in

⮴ the modern day requires a balance of the past and
present.

Hence their social media presence is aimed at a modern

⮴ audience, yet draws heavily on the nostalgic mood that
gives them a unique place in the market.

And while Breitling has traditionally centered itself in the

realm of the gentleman, the brand has recently adapted
⮴ its brand positioning strategy to be more inclusive to
P.C.: www.shutterstock.com women — a smart move in the post #metoo era.

174
Luxury Groups launch multi-brand
ecommerce platforms

175
LVMH’s – 24S

176
Richemont’s – Net-a-Porter

177
Richemont’s – Net-a-Porter

178
Farfetch

179
Sources & Reference
www.socreative.co.uk
www.businesswire.com
www.businesswire.com
luxe.digital
www.cbsnews.com
www.nytimes.com
www.huffpost.com
www.tomford.nl
www.springwise.com
www.shutterstock.com
https://www.youtube.com/watch?v=NUzDLp
SkQTg
Thank You
Extra Slides
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Offline Marketing Strategies For Luxury Brands

184
Offline Marketing Strategies For Luxury Brands

185
Offline Marketing Strategies For Luxury Brands

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Offline Marketing Strategies For Luxury Brands

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Offline Marketing Strategies For Luxury Brands

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Offline Marketing Strategies For Luxury Brands

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Deconstructed: The Hermès Himalaya
Deconstructed: The Hermès Himalaya | Christie's (christies.com)

190
Top 10 luxury Lifestyle INFLUENCERS 2024
https://relevance.digital/top-10-luxury-lifestyle-influencers-to-follow/

191
Thank You