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Do read the article How Luxury Brands can create deeper connectiosn with their clients? https://jingdaily.com/posts/luxury-deeper-connection-consumers-storytelling

1. Crafting a Seamless Omnichannel Luxury Experience:

Using the concept of omnichannel clienteling, discuss how luxury brands can blend online and offline customer interactions. What strategies would you employ to ensure a personalized and consistent experience across all touchpoints?

Task: In groups, design a luxury shopping journey (both in-store and online) for a client, highlighting moments where storytelling and personalization enhance the experience. Present your plan in a video format.

2. Storytelling and Exclusivity in Luxury Clienteling:

Explore how storytelling can be used to foster emotional connections in luxury clienteling. How does this approach differ when focusing on exclusivity and personalized service?

Task: Develop a clienteling strategy for a luxury brand that combines storytelling and exclusivity. Present the plan in a video format, explaining how it would enhance customer loyalty and create memorable experiences.

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The Ultimate Guide To Luxury Clienteling

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Luxury brands redefine personalized experiences in modern retail as consumers seek authentic encounters, reshaping luxury’s definition.

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Question 1: How does the 'Product' aspect of the 8P's of luxury brand marketing differ from that of non-luxury brands? Discuss with examples from different luxury sectors such as fashion, automobiles, and hospitality.

Comparative Analysis: Prepare a comparative analysis chart that contrasts the product strategies of luxury brands with those of non-luxury brands. This can be presented in a report format or as part of the presentation.

Question 2: Analyze the role of 'Promotion' in luxury brand marketing. How do luxury brands use digital marketing and traditional marketing differently to maintain their brand identity and exclusivity? Provide case studies or examples to support your discussion.

Research Paper: Do write a research paper that explores the promotional strategies of luxury brands. Do include sections on digital marketing, traditional marketing, and how these strategies help maintain brand identity and exclusivity.

Note: APA 7th Edition format references should be included.

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Create a timeline of a well-known hotel brand's evolution, highlighting key milestones, branding changes, and marketing campaigns.

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Value of a Luxury Brand

1. Discuss the emotional and historical factors that contribute to the strong emotional value attached to a luxury brand. How do these factors influence customer loyalty and willingness to spend more on a brand, even during periods of weaker creativity or product quality?

Luxury Retail Selling Strategy

2. Analyze the expectations of luxury clients, particularly the Excursionists, when it comes to the quality and exclusivity of products and services. How can luxury retailers create a multi-sensory shopping experience that meets these expectations and enhances the perceived value of their brand?

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Clear Timeline

Many events on the timeline which are well explained

Pictures help understanding the topic easily

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Hereby the video assignment for week 3. The chosen luxury brand is Tiffany & Co.

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Video Assignment for question 1. Chosen luxury brand is YSL.

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Timeline is beautifully designed with complete and detailed explanations

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Read the articles on How Luxury Brand can beat Counterfiets and based on the lecture try out the following;

1. Brand Registration and Renewal: Why is it crucial for luxury brands to register their trademarks by country and class, and what are the potential legal issues that can arise from neglecting registration rights? Discuss with examples, such as the Lacoste brand's legal challenges in Hong Kong and China. Suggested Format for Answers;

Introduction:

Briefly explain the importance of trademark registration for luxury brands.

Mention the potential legal issues that can arise from neglecting registration rights.

Importance of Trademark Registration:

Discuss the necessity of registering trademarks by country and class.

Explain how registration helps in protecting the brand's identity and legal rights.

Potential Legal Issues:

Describe the legal challenges that can arise from neglecting registration rights.

Provide specific examples, such as the Lacoste brand's legal challenges in Hong Kong and China.

Conclusion:

Summarize the key points discussed.

Emphasize the importance of proactive trademark registration and renewal.

2. Combating Counterfeits

Strategies Against Counterfeits: How do counterfeits impact the brand heritage and DNA of luxury brands, and what effective strategies can luxury brands implement to prevent counterfeiting? Provide examples of successful anti-counterfeiting measures taken by luxury brands.

Suggested Format for Answers:

Introduction:

Briefly explain the impact of counterfeits on luxury brands.

Mention the importance of implementing effective anti-counterfeiting strategies.

Impact of Counterfeits:

Discuss how counterfeits affect the brand heritage and DNA of luxury brands.

Explain the potential damage to brand reputation and customer trust.

Effective Anti-Counterfeiting Strategies:

Describe various strategies luxury brands can implement to prevent counterfeiting.

Provide examples of successful anti-counterfeiting measures taken by luxury brands.

Conclusion:

Summarize the key points discussed.

Emphasize the importance of continuous efforts to combat counterfeiting and protect brand integrity.

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Attached video for Question 2: Combating Counterfeits Strategies Against Counterfeits

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Assignment week 4: Legal Aspects of a Luxury Brand

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Week 5 assignment, question 2

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Black and White Minimalist Welcome To My Channel YouTube Intro Video

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Question 1: Crafting a Seamless Omnichannel Luxury Experience

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Question 1 - Nora, JingYi, Jersey, Corinne

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Question 1 - Nora, JingYi, Jersey, Corinne

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Good one keep it up.

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International Distribution Luxury Market 

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International Distribution Luxury Market 

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Do read most of the articles in MyTimes for topic 10 especially the attached one on Melia Hotels and report the following in your own preferred report format;

Tutorial Questions:

1. Question 1: Discuss the various methods of distributing luxury goods from the factory to the final consumer. How do these methods ensure that the right goods reach the right place at the right time in the right quantity? Provide examples of how luxury brands manage their global supply chain to maintain product quality and brand reputation.¹

2. Question 2: Analyze the role of international distribution systems in the luxury industry. How do luxury brands utilize different distribution systems such as flagship stores, selective retailing, and licensing to enhance their market presence and customer experience? Discuss the advantages and challenges associated with each distribution system.²

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Luxury Brand Distribution channel_Melia case (1)

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Question 2 - Eva, Emi, Jeong, Wei Qi, Lauren

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Question 2 - Eva, Emi, Jeong, Wei Qi, Lauren

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Question 2 - Nora, JingYi, Corinne, Jersey

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Question 2 - Nora, JingYi, Corinne, Jersey

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Q1. Discuss the role of experiential offerings in the evolution of luxury hospitality.

How do brands use personalized experiences to enhance customer engagement and loyalty?

Provide examples of how luxury fashion brands are integrating hospitality into their strategies.

Report Format for Question 1: The Role of Experiential Offerings in Luxury Hospitality

1. Title:

The Role of Experiential Offerings in Enhancing Luxury Hospitality

2. Executive Summary:

Briefly summarize key findings about experiential offerings in luxury hospitality and their impact on customer engagement.

3. Introduction:

Define experiential offerings and their importance in the luxury sector.

State the purpose of the report.

4. Body:

A. Evolution of Luxury Hospitality:

Discuss how the concept of luxury has shifted over time.

B. Role of Personalization:

Explore the significance of tailored experiences.

C. Examples of Integration:

Case studies of luxury brands incorporating hospitality, e.g., Louis Vuitton or Gucci.

5. Conclusion:

Summarize insights and provide recommendations for hospitality businesses.

6. References:

Cite sources, including the EHL article.

Q2. Analyze the shift from product-focused luxury to experience-driven luxury.

What factors are influencing this trend in the luxury industry?

How can hospitality businesses adapt to meet the demands of younger, experience-seeking customers?

Report Format for Question 2: Shift from Product-Focused to Experience-Driven Luxury

1. Title:

From Products to Experiences: The New Frontier of Luxury

2. Executive Summary:

Highlight the shift in luxury trends and its implications for the industry.

3. Introduction:

Explain the historical focus on products in luxury and the factors driving the shift to experiences.

4. Body:

A. Drivers of Change:

Discuss the influence of younger demographics, technology, and societal values.

B. Case Studies:

Examples of luxury brands pivoting to experience-driven strategies (e.g., branded restaurants, immersive events).

C. Implications for Hospitality:

Analyze how these trends affect the luxury hospitality sector.

5. Conclusion and Recommendations:

Recap findings and suggest strategies for hospitality businesses to adapt.

6. References:

Include sources and supporting materials.

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The luxury industry is undergoing a change. As a result, its products are reaching more and more people. In order to avoid losing exclusivity and uniqueness, many brands are now relying on 'experiences'. These are enabling them to strengthen their relationships with their customers, offering them a unique experience without sacrificing status or reputation.
The luxury industry is undergoing a phase of transformation. While in the past few used to buy luxury items, many more people are now spending their money on high-end brands. Evidence of this can be seen, for example, with the French fashion house Hermès. The market value of Hermès was $199 billion at the end of August. That's over 28% more than the $155 billion Nike brand. Of course, Hermès products are much more expensive, but Nike is a very popular brand and most people have a Nike T-shirt, pair of sneakers or gym bag in their wardrobe. Obviously, luxury brands are reaching more and more people today. One reason, among other things, is that consumers of luxury goods are becoming younger and younger.

Broader and younger target group

According to estimates, from 2030 consumers from Generation Z (born after 1995) and Generation Alpha (born after 2010) will be responsible for one third of the spending across the luxury market.
Luxury goods and luxury experiential goods are crisis-resistant. During the coronavirus epidemic, consumers were still diligently purchasing luxury brands
Another reason for the increasing customer base of luxury brands is the so-called 'lipstick effect'

According to this theory, during difficult economic cycles consumers are more likely to consume 'cheaper' luxury goods, such as cosmetics, watches, and fashion. An article in The Economist described the phenomenon as:
"When mortgages and pensions become unaffordable, people buy luxury goods instead." Expenditure, especially on luxury fashion items, will increase sharply in the coming years
Preserving exclusivity and rarity

The trend in Switzerland is that luxury spending will continue to increase. However, brands face a significant challenge, because how can you continue to grow and remain luxurious at the same time?

Exclusivity and rarity are the key features of a luxury good. If everyone owns a certain luxury good, by definition this is no longer a luxury good.

Large luxury brands have recognized this for a while now and are thus increasingly relying on 'experiences', with the aim of strengthening the customer experience. Such experiences, including hotels, restaurants, and SPAs, allow brands to have a stronger interaction with their customers without compromising the exclusivity of their brand. On the contrary, this enhances the brand even further and a renewed relationship is built with their customers.

EHL has been conducting research in the field of customer experience management for several years

At EHL, the 2020 Institute for Customer Experience Management was founded in collaboration with Audemars Piguet, with the aim of implementing these luxury hospitality concepts. The AP House is located on Bahnhofstrasse in Zurich, where shopping for a luxury watch becomes an all-round experience.
The prime example of luxury meets hospitality is AP House by Audemars Piguet on Zurich's most popular shopping street
Indeed, today, in order to stay relevant, luxury brands must be able to offer luxury experiences.

The luxury industry is also becoming an increasingly important employer for EHL alumni. For example, according to a survey conducted in May 2023, the luxury industry is the second most important sector for our students after the hotel industry. Indeed, 37 percent of respondents said they would like to work in the luxury industry.

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Luxury experiences: When luxury meets hospitality

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Exploring the fusion of exclusivity and unforgettable experiences in the evolving world of luxury

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Question 1 - Nora, Jing Yi, Corinne, Jersey

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Question 1 - Nora, Jing Yi, Corinne, Jersey

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Question 2 - Lauren, Emi, Eva, Wei-Qi, Jeong

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Question 2 - Lauren, Emi, Eva, Wei-Qi, Jeong

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Question 2 - Eva, Emi, Jeong, Wei Qi, Lauren

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Question 2 - Eva, Emi, Jeong, Wei Qi, Lauren

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Tutorial Week 10 Luxury Brand Management-2

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Question 2 - Lauren, Emi, Eva, Wei-qi, Jeong

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Question 2 - Lauren, Emi, Eva, Wei-qi, Jeong