Archivo de la categoría: Luxury Market

Brand-Fanaticism

Christian Louboutin Autumn'11 Look-book.

Christian Louboutin Autumn'11 Look-book.

 

Nowadays, despite of the several marketing typologies, whenever we think about the main goal of the application of market techniques the first thing that comes to my mind is to generate add value, and get the largest possible amount of individuals able to believe in it. For any given marketing-mind with a strong ambitious, that many people are the whole world population. What about the companies’s directors ambitions?

Increase benefits, positioning, popularity… No matter what the company main goal be, actions speak louder than words and that is why, increasingly, the luxury market integrates new conglomerates of enterprises who want to become part of one of the few industries that has not been bombarded with the financial crisis: Luxury Market.

But is not gold that glitters, we should be aware that most people are not able to finance many expensive outfits such as Victoria Beckham’s closet contain. Nevertheless, people still having some kind of brand fanaticism whether by the influence of Vogue, TV, Internet, or the impressive catwalks each Fashion Week. So, What should be the strategy for those companies if they want to became part of the luxury-industry? Promote affordable products that will not jeopardize the concept of exclusivity of loyal customers. One option for doing that may be “rupture marketing”.

In any case, it is a fact that companies must be prepare for implement some kind of differentiation and create a feeling for the brand, especially if they are intend to internationalize. Since countries like Brazil, China or Russia, which until recently were negligible for the luxury industries, are quickly becoming pioneers on in and also are demanding their position in a globalized world, and in this case silk works.

Fashion Industry belongs to Marketing

Louis Vuitton Ad Campaign

What makes someone want to spend $500 on a pair of shoes or $200 on a T-shirt? 

The main reason is Marketing. After the designers come up with the latest trends, it is up to fashion marketers to figure out how to get people to buy the stuff. So the Fashion Marketing aim is to move products from the catwalks to the customers’ closets.

As any specific industry marketing application, the plan based marketers begins with the environmental scan process. The information provides a platform for moving forwards and knowing where you can compete in the market and who you are trying to sell to.

But, despite of this primitive ideas, there is something taking part in the Fashion Marketing World that we must be concern of: Emotions.

Ever since the society began to believe in Fashion as a sign of class distinction, The clothes and accessories industry became an emotional need. Belief still nowadays, if we would develop the algebraic formula of “Fashion”, there would be no excused absence for the following items:

F. = Timeless + Universal + Veering + Socially + Quenching  

Therefore, the Fashion Marketing needs to be the key to satisfy the needs of consumers and firms. But these needs to be covered are highly convoluted, which means is easy for firms to get confuse and also for not been able to positioning themselves and to adequately reach customers.

Related specially to fashion, one theory groups potential customers into four main categories:

  • McFashion

Fashion equivalence to the fast food: cheap and chic, available all over the globe. This market is pretty focus on value for money.

Zara Store

Zara Store

  • International superbrands

Opposite end of market to McFashion. Firms led by notion of couture, which are the drivers behind the aspirational elements of fashion.

Christian Louboutin Store

Christian Louboutin Store

  • London, NY and Paris style

Fashion scenes recognized  internationally for their creativity and flourishing market. Style icons.

Burberry Spring Catwalk in the London Fashion Week

Burberry Spring Catwalk in the London Fashion Week

  • Micro Markets

Most directional in regards to the future of clothing and fashion. Meaning multi dimensional and multi style group and related to consumer moods or customized clothing.

Nike's Webpage

Nike's Webpage

Pretending to answer the question with which I began this post, the fact that makes people want to spent a considerable amount of money on fashion is the materialistic need, to became part of  a distinctive, luxury, society class because of the acceptance, imitation and belonging.

Feelings and emotions created by marketing strategies that position the firm and recovered the brand, because the product will never be important, what matters is to fill that need for acceptance, mark it and exploit it.

Andrea Gamero

The importance of MAC-keting

Since this afternoon, when I was leaving the AppleStore while thinking that time was the fourth time that another perceptual efficient electronic junk comes to live home, I can not stop brooding: How Apple,Inc. could generate both fanaticism and “freakcism”regarding its products?

 

In fact, any iPod, iPhone, iPad, iMac… Are not as different as the others able in the Market (in terms of productivity). Even so, whenever you are opening each perfectly neat white boxes, all the “Mac-Addicts” feel their heart strikes and expands so fast. Moreover, increasingly people are joining into the “Apple-Culture”So…Should be something about Marketing, isn’t it?

In his biography, Steve Jobs stated that Apple’s success was not a Marketing issue itself, but something strongly related to their strategies implemented. In every strategy application, the company has managed to magnify his own image, so finally created an icon and a kind of cult brand that shows the company’s philosophy and makes both customers and consumers become devotes, evangelist worshipers to the Apple’s religion.

Speculation, expectation… Loud noises at each Apple’s launch. The goal of any sales-marketing director. Just all the aims achieved by emphasizing three words: chic, elegance and snobbery which are current society’s favourites terms. In fact, what we can draw from this matters is that Apple’s all marketing strategies are focus on Elitist-Emotional-Marketing.

The main example is its brand icon: An apple.

There are many legends surrounding about why Mr. Jobs selected this fruit. At first, he said it was chosen because he really love to eat apples… Actually, we can find three different reasons about the brand, the choice and the strategies referred:

  • Positioning: The company’s name starts with an “A” that means first position in the list while, for instance, Windows in the bottom of the list.
  • Neuro-Marketing: Few studies affirmed that it is easy for people to associate computers with fruit (Still don’t know why). So the logo is easy to remember.
  • Emotional-Marketing: An apple causes good feelings, associate to health and zero conflicts..

In conclusion, Apple’s secret is to become another big company dividing its success, existing and triumphing through the power of marketing in business:

50% innovation & 50% strategic marketing

 

 

 

Andrea Gamero.