LUXURY BRAND

MANAGEMENT
01 LUXURY MARKET
02 DIOR
03 HERMES

04 JACQUEMUS
05 CARTIER
06 GUERLAIN

07 GAPS
08 FUTURE TRENDS
09 CONCLUSION
 LUXURY MARKET
Luxury defines a special segment of the market. While typically
these products are expensive, which is reflected in the quality of
the product, unique design, fine materials, and excellent
workmanship.

The perception of luxury extends well beyond a mere physical

product to something as ephemeral as an experience or a state
of mind

Personal luxury goods is the second-largest segment of the

luxury industry, after luxury cars.In 2020, the United States was
the market leader in personal luxury goods with a revenue of
about 65 billion U.S. dollars, followed by China
 SEGMENTATION
Supreme Luxury - Involves few brands with unique pieces which
are made to measure, handcrafted with precious metals and sold to
an exclusive audience

Lifestyle luxury - Involves a series of limited edition products

which are high quality, very fashionable, and strikes a balance
between being luxurious but achievable

Accessible luxury - Involves high fashion content with a good

price/quality ratio which are made accessible and desirable through
powerful communication

Masstigue - Involves items sold at the price of ordinary consumer

goods while attempting to emulate the style, communication and
distribution visibility of luxury goods
 CHRISTIAN DIOR

The company was founded in 1946 by French fashion designer

Christian Dior (1905–1957), who was originally from
Normandy.
On February 12, 1947, Dior showed his debut collection,
presenting the 90 different looks.
Pietro Beccari is the current CEO of Dior.
Dior holds 42.36% shares of and 59.01% voting rights within
LVMH.
DIOR target audience has always been the wealthy upper
class individuals with high disposable income, heavy fashion
influence and awareness of style trends.
They have positioned themselves as a superior luxury brand
with wealthy customer base that looks for excellent
craftsmanship, manufacturing, brand exclusivity and brand
values.
 BRANDING
Dior's Passion:Christian started selling design
depictions for 10 cents in order to support himself while
continuing to pursue his dream. Dior started his own store
in 1946 in the well-known neighbourhood of 30 Road
Montaigne. The store is still open today.

Dior’s Eccentricity: Despite being originally criticised for

the bold fashion statement, Dior persisted and went on to
play a crucial role in the revival of couture in France.

Gorgeous Dior Faces: Dior has selected several

inspirational people over the years to serve as brand
ambassadors and models.

Dior World: Originally a women's brand, Dior has grown

to encompass almost all opulent whims. For instance, the
opulent men's collection Dior Homme, the Baby Dior line
of children's clothing, and the DiorSkin line of cosmetics
and skincare items.
 PRODUCT
Dior caters mostly to ladies
While Dior Homme and Baby
Dior are available for men
and children.Dior creates
and sells leather goods,
ready-to-wear, clothing,
shoes, jewellery, watches,
cosmetics, fragrances, and
skincare items.
PLACE
They are offered in almost
210 sites around the globe.
Franchise Dior stores can be
found in prominent areas of
significant cities including
New York, London, Tokyo,
Beijing, and Paris Dior offers
all of its goods both through
brick-and-mortar stores &
online shops at dior.com.
PRICE
With the aid of its quality
assurance and distinctive
MARKETING
designs, It has a premium
pricing policy. Dior is all
about exclusivity, and its
MIX
customers are aware of this.
As a result, they don't think
twice about paying premium
rates for Dior products
PROMOTION
By mailing or emailing the
most recent product news to
loyal customers, brands show
their appreciation for their
patronage. Dior advertises in
professional publications like
vogue, electronic and social
media, focus on elegance
and quality.
MARKETING STRATEGY
Promoting classic designs through exhibitions

Creating a dance-centric film to attract millennials.

Caters to Niche Audiences with Multiple Social Media Accounts

Selling products on WeChat to attract the Chinese e-commerce market.

Creating virtual reality (VR) experiences in runway shows.

Dior was the first luxury brand to launch on Chinese video-sharing app Bilibili

VR and AR try-on across platforms like Snapchat and WeChat is a priority for
Dior.

Influencer campaign via WhatsApp

41.8M FOLLOWERS 17M FOLLOWERS 8M FOLLOWERS

 THIERRY HERMÈS

Hermes by Thierry Hermès is a French high fashion luxury goods

manufacturer started in 1837.
It has several product divisions specializing in leather, ready-to-wear
(men & women), lifestyle accessories, footwear, gloves, scarves,
ties, perfumes, jewelry, watches, stationary and home furnishings.
Hermes target audience has always been the wealthy upper class
individuals with disposable income, heavy fashion influence and
awareness of style trends.
They have positioned themselves as a superior luxury brand with
wealthy customer base that looks for excellent craftsmanship,
manufacturing, brand exclusivity and brand values.
 BRANDING
Hermes branding revolves around its 6 values: Spirit of conquest,
creativity, craftsmanship, quality, authenticity, and independence.

Spirit of Conquest (entrepreneurship): Store managers are responsible

for their own store collections and are offered the freedom of purchase
to meet the specific needs of their customers.

Hermes mainly depends on the authenticity of its products,

independence in its shareholding structure, then providing quality
products to its customers, its designer's creativity and lastly training in
their craftsmanship.

Hermes posts very distinctive creative content which allows them to

post about any type of collection while staying consistent with its brand
values and attracting its customers. Its Instagram account often
embraces more creative and quirky elements with its signature orange.
 PRODUCT
Hermes uses the
customization and
innovation to prosper in the
competitive market. Hermes
focuses on a diverse product
marketing mix strategy and
its product portfolio
comprises -
PLACE
Hermes distributes its
products through 300
exclusive shops around the
world to reinforce its brand
image and also serves online.
Hermes operates in
worldwide hot fashion
districts to increase sales and
expand its customer base.
PRICE
Hermès has adopted the
MARKETING
MIX
policy of premium pricing
strategy to give the sense of
exclusivity and does not
make any discount on its
products for any events,
occasions or person.
PROMOTION
By luxury and high fashion
magazines such as Vogue
and through celebrity
endorsement. They use a
combination of traditional
and digital mediums,
incorporating them into
campaigns that are
constantly evolving and
improving.
MARKETING STRATEGIES
Pop Up Store Strategy : Pop-up stores are temporary retail
stores which are implemented by Hermes in new locations or
new markets so that the company can evaluate market
demand.
Digital Marketing : It has its Podcasts, documentaries and
newsletter that keeps its customers informed about the
company.
Sponsorship activity : To increase their brand awareness.
Waiting list strategy : To create exclusive demand of its
products amidst the high-end shoppers by keeping at least a
year long wait list.
Celebrity endorsement- Hermes uses this tool to create global
brand awareness and add value & enhance position of its
brand in the market. 12.2M FOLLOWERS

Outdoor advertising Fashion show - To promote new products

and get feedbacks from customers. 3.5M FOLLOWERS

132.3K FOLLOWERS
 SIMON PORTE JACQUEMUS

Founded by Simon Porte Jacquemus in 2009

Jacquemus Paris Fashion Week took place in 2012
The label seamlessly melds sensual minimalism with
youthful freshness and playfulness.
Jacquemus inspiringly communicates the romantic
story of folklore and artistry from the French coast.
Jacquemus experiments and makes a statement with
size and silhouette, and is able to create true
accessibility having its luxurious appearance.
BRANDING
Simon started Jacquemus with no intended strategy, a $100
skirt, and a passion to thrive. Unlike traditional luxury houses,
Jacquemus is a self-made brand with Simon translating his
eccentric narratives through the dabbling of clothing design
and promotional campaigns. He showcases the raw and
unfiltered side of the brand, with content revolving around his
childhood, the people he loves and the products.

This nostalgic element gives the brand a soul, making it more

relatable.

Jacquemus excels in celebrating the youthful boldness within

all its refreshing approach to promoting.

The brand embraces the simplicity of life with a keenness to

dispel traditional ideas,channelling playful attitudes through
oversized silhouettes with inventively cropped pieces and
futuristic geometric forms.
 PRODUCT
Both womenswear and
menswear are offered.
Products are handbags,
clothing, footwear, and
accessories Jacquemus’ mini
bag.
a strong brand identity and a
style at once minimalistic,
sensual, buoyant and
sometimes raw.
PLACE
Jacquemus.com was the
only place where all the
currently available products
can be found.
on September 27th,
Jacquemus launched open
his first long-term store on
Avenue Montaigne Paris.
PRICE
The price of the various Le
Chiquiti bags will range from
MARKETING
$250 to $580. Seasonal
promotions/discounts would
definitely be associated with
MIX
the product.
Higher prices account for the
exclusivity and innovative
nature of the products they
offer.
PROMOTION
Instagram is Jacquemus'
biggest exploration of
promotion.
-EMAIL NEWSLETTERS
-PACKAGING
-PUBLIC RELATION
 MARKETING STRATEGIES
1.Storytelling through social media

Jacquemus collection tells a personal story or is based on

inspiration drawn from his personal life.
Storytelling is the most powerfull marketing tool that the brand
uses creating an emotional value to the customers
Jacquemus himself has a strong sense of brand identity and a
clear story to tell, and one of his strengths is his ability to
portray all of that through marketing. Truly understanding the
power of social media as a marketing channel.
Jacquemus has been able to create a powerful online
presence with an Instagram account holding 4.8 million
followers and his personal account, and the account of the
brand are one and the same.

5.1M FOLLOWERS 1M + FOLLOWERS 24.5K FOLLOWERS

2. JACQUEMUS X NIKE COLLABORATION 3.CAMPAIGN-RUNWAYS

Excels in diverting attention towards the brand, delivering it

unconventionally. For each campaign, it was never simply about
the advertising of the collection, but the execution of a creative
vision.
For Jacquemus's AW16 'LA RECONSTRUCTION' campaign,
Simon collaborated with the choreographer and artist to create
Jacquemus’s debut collaboration with Nike marries the
an imagery of models wearing the collection intertwining their
designer’s love of the outdoors and his body-​conscious
bodies with one another. The campaign stirred a huge
aesthetic with Nike’s expertise in making some of the
commotion across the industry, striking interest in people.
most technically advanced activewear in the world.
 LOUIS-FRANÇOIS CARTIER

Cartier’s journey began way back in 1847 in Paris by the

jeweller Louis-François Cartier.

The House of Cartier is identified with quality, prestige, and

history, and has served as crown jeweler to 19 royal houses.

Cyrille Vigneron is the current CEO and President of the

brand.

Marie-Laure Cérède is creative director of watchmaking &

Jacqueline Karachi-Langane for fine jewellery

As of 2021, the brand appears to be steadily on the rise and

Forbes Most Valuable Brand List shows that Cartier has
moved up from 59th in 2018 to 56th in 2020.

With a growth of 14% value over the previous year, the brand
value of $12.2 B and revenue of $6.2 B.
 BRANDING
The brand has created bespoke items for world’s most elite individuals,
including kings, queens, princesses and other royalty. It is also loved
and admired by celebrities as well as other wealthy individuals.

Over the years, Cartier has managed to maintain a positive, high-quality

reputation.

The brand continues to push boundaries with its innovative collection of

stunning jewellery pieces, many of which are collector’s items.

Every execution from brand is sophisticated, rich and classy, and the
brand always remains true to its values.

Every one of its marketing and advertising campaigns surpasses the

next, taking audiences deep into the sophisticated world of Cartier.

With consistent appear on print, online, in mail, television, mobile or live

event marketing, brand still remain front and centre of its target market.
 PRODUCT
Cartier has a high end of
products which are mainly in
the domain of watches and
jewelleries. It diversifying the
products into Bags, leather
goods, fragrances, eye wears,
cufflinks, lighter, keychain,
writing instruments, belts,
etc.
fetch high prices easily.
PLACE
Cartier operates more than
200 stores in 125 countries.
Its three important flagship
stores are located in London,
New York and Paris. In the
year 2008 and 2015 it
opened another flagship
store in Seoul and Houston.
The brand has also opened
online stores to meet the
demands of online shoppers.
PRICE
Cartier has more to offer MARKETING
than its competitors and
hence they do not have to
compromise by keeping
competitive pricing policy.
MIX
They have always adopted a
premium pricing policy for
all their products. Its pieces
are value-added and hence
PROMOTION
Cartier has a history of
catering to celebrities and
royalty. They are their actual
ambassadors. The brand has
taken help of online
obsession and has started
advertising through social
media. Eye-catching ads are
displayed on television and
elite magazines. Grand
exhibitions are aslo done.
MARKETING STRATEGIES
Studying target audience data : Monitoring social media and
keywords customers are searching. Conducting Competitive research
and Demographic research.

Providing custom made products : Provides excellent quality

personalized products with distinctive designs.

Innovative advertisement and social media contents : Cartier has

managed global popularity through its promotional activities. They use
celebrities, pop-stars and social media platform for grabbing the
attention of their customers.

Unique online services and seamless omni-channel: Services like

jewelry engraving, ring resizing, and battery replacement can be
booked online, and can be completed by mailing in the Cartier piece or
dropping it off in a Cartier boutique.

Outdoor exhibitions : To promote new products and get feedbacks

from customers.
 PIERRE-FRANÇOIS PASCAL GUERLAIN

A 194 year old French perfume, cosmetics & skincare house

Founded in 1828 by the perfumer Pierre-François Pascal
Guerlain who opened the first store at 42, Rue De Ravioli in
Paris
House of Guerlain has been passed on through four
generations of the Guerlain family.
Bought by LVMH in 1994
Headquarter is in Paris, France
CEO: Véronique Courtois
Chief Digital Officer: Jean Denis Mariani
 PRODUCT PRICE
Guerlain is a market leader of
Guerlain product's are
the luxury perfume industry
inspired from Nature and Art,
which allows it to have a
and the Culture of Beauty is
monopoly over its pricing.
their signature. The product
The raw materials used are
range includes fragrances
also exclusively sourced from
(haute, bespoke, women's,
around the world. The latest
mens), bath & body, makeup
perfume launched is priced a
for eyes, lips & face, and
at $17,000.
skincare.

PLACE PROMOTION
Guerlain continues the long-
Guerlain products are
held policy of direct
available across world at

MARKETING
marketing and individual
department stores serviced
customer service that has
counters, Sephora, Nykaa
enabled the company to
and at thirteen international

MIX
remain at the forefront of
beauty and spa 'boutiques'
perfume fashions.
MARKETING STRATEGIES
1. Influencer marketing: Invests in nurturing
relationships with top beauty influencers, and
focuses on activating them regularly and creatively,
resulting in a greater impact on customers.
2. Immersive Display Format of iconic bee bottle
which could be viewed from a 360 degree angle
3. Interactive & Engaging Display unit where
customers can discover the story behind the key
ingredients, deepening their connection to the
perfume.
4. ONLINE PERSONALISATION
Rouge G collection can be personalized with 450 possible
combinations of lipstick shades
Iconic Bee bottle can be personalized by choosing the bottle,
among different sizes and colors, decorative elements and
engraving a personalized message.
5. EMAIL MARKETING & SEO STRATEGY
Guerlain has a strong email marketing & SEO strategy with a spam
score of -2.8, average email size is 6 MB, 67956 keywords with
under 100 SEO rankings
 BRANDING
Luxurious Reputation: Pierre-François-Pascal created his
Eau de Cologne Impériale in 1953, which he gave to the
young bride Empress Eugénie as a wedding present
Iconic Bee: An inspiration ever since 1853, the house has
dedicated several initiatives & projects to the conservation of
bees. In 2022, Guerlain started selling Cryptobees as NFTs to
support a rewilding project in the Vallee de la Milliere
Made in France: The first factory “La Savonnerie” was
established in France, and the House has never left the
country.
Legacy of 1100 olfactory fragrances made with the most
exclusive raw materials
Provides encounters with talented artists and artisans from
the Baccarat, JonOne, Pochet du Courval, and Lorenz
Baümer ateliers
 GAPS
Dior has a considerable gap in the utilization of omnichannel marketing strategies
because it relies on its websites for advertising purposes only. The omnichannel
strategy presents a lucrative opportunity for Dior to explore and exploit the
distribution and sale of its products.

Hermes has a good online and offline presence. The only problem is they don't
have a cosmetic line. They can extend into the sector since they already have
online, and offline presence and consumer background.

Jacquemus has been an online brand and has only recently set up an offline
store. A luxury brand's offline presence is as important as online to give the
consumer a connection with the brand.

Cartier's target market is men and women of high income who portray their high
status but they should also focus on the younger generation which is gen z who
are now becoming trending consumers in the luxury market.

Guerlain only recently started using its website for shopping online previously it
was only used to find stores that had the product. They still don't ship
internationally and should focus on increasing their e-commerce presence.
 FUTURE TRENDS
Customer centricity and relevancy. Affluent consumers’ demand for seamless cross-
channel experiences, always-on convenience, luxury as investment, and genuine
commitment to sustainability, inclusivity, and social responsibility, will only grow
stronger in the future.

Online will soon surpass all other luxury sales channels. The share of online sales
nearly doubled for personal luxury goods, growing from 12% in 2019 to 22% in 2021,
reaching $70.1 billion.

Millennials and Gen Z drive luxury growth at accelerating rates. The younger
generations of affluent consumers are set to account for 70% of the luxury market by
2025 and contribute 130% of luxury market growth.

Value-driven expectations and digital-infused lifestyles.

Resale race: Second-hand luxury becomes a first-class priority The global second-
hand market is estimated to reach $77 billion in 2025, with growth rates outpacing the
wider luxury market.

Sustainable sustainability: Towards a more holistic approach to values.

Localization: Domestic luxuries to journey away from the global sea of sameness.
 CONCLUSION
Since before the pandemic, luxury and premium brands have significantly
outperformed the rest of the global apparel market. This trend accelerated
during COVID-19, with luxury and premium segments generating shareholder
returns of 33.2 and 18.0 per cent, respectively, as opposed to 8.9 and 6.2 per
cent for value and mass segments, respectively.

The COVID-19 lockdowns encouraged more consumers to save money

instead of spending it on experiences and luxury goods. Consumers actively
engaged in "revenge spending" as they sought compensation for life on hold
once restrictions were lifted in 2021 and 2022, saving at record-high rates
during the pandemic.

With regard to both the goods' appeal as long-term financial investments and
the appeal of sustainable shopping through high-end resale, consumers are
beginning to view luxury goods through a new lens. The luxury market appears
to be gaining momentum thanks to a new type of conscious luxury consumer—
those who value long-lasting products, sustainable shopping, and potential
investment opportunities.

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