Luxury Brand Management Assignment - Reflective Essay
Brief - Prepare a reflective essay which rigorously covers the elements described below.
Ensure to reflect the papers offered this semester along with other salient research to support and enrich your findings. Please use any other pertinent peer review papers offered. Adopt the position of luxury brand consultant when offering data to the brand and other participating parties, in the local and international contexts.
1. Define what contemporary luxury means, in a fashion (etc.,) context.
2. Select a luxury brand and determine its:
- history
- market position
- nature & profile
- size & scope
- perceived customer profile (within a global and local marketplace)
3. Select a new trading environment for this luxury brand...physical or virtual?
Determine and justify a country; more specifically a city in which your brand could trade.
Determine the countries:
- economic position
- size & demographics
- psychographics
- existing luxury market
4. How could this brand strategically trade in its new environment?
- collaborations
- five star hotel engagement
- alliance with local luxury craftspeople
- elite social strata activities
4.1. Consider the communication strategies you would adopt to best position the brand for success. Consider virtual communication in your response.
5. Recommendations to the luxury brand.
Specifications:
1. Individual assessment (please see the rubrics)
2. 2000 word maximum
3. A reference list
4. A small relevant appendix
5. Small business card sized images acceptable
6. Salient tables graphs & charts.