The purpose of this research paper is to analyse the recent phenomenon of American luxury brands being accessible in Europe, for example Coach, Kate Spade, Michael Kors, and Tory Burch. As they are new accessible luxury brands in Europe, it is of interest to compare them to true luxury brands like Louis Vuitton or Hermès in order to precisely determine the concept of accessible luxury, as well as how this concept is perceived in the European market.
American accessible luxury in Europe is a very current topic as brands such as Coach, Kate Spade, Michael Kors, and Tory Burch appeared on the European market only ten years ago.
These brands apply some of the same marketing strategies as luxury brands but differ in their positioning, raising the dilemma of being more affordable than traditional true luxury brands while still wanting to convey a desirable, luxury feel.
Analysing the positioning of these brands will give some key information about the customers’ perception of these brands. The goal is to guide the management and marketing teams on how to create more brand value, in order to encourage the customer to buy these brands and remain loyal to them.
Inhaltsverzeichnis (Table of Contents)
- 1.0 Introduction
- 1.1 Background for choosing this topic
- 1.2 Problem discussion
- 1.3 Purpose
- 1.4 Research question
- 1.5 Delimitation
- 1.6 Disposition
- 2.0 Literature review
- 2.1 Luxury definition
- 2.2 Seven P's
- 2.2.1 Product
- 2.2.2 Price
- 2.2.3 Place
- 2.2.4 Promotion
- 2.2.5 People
- 2.2.6 Process
- 2.2.7 Physical Evidence
- 2.3 Building a strong customer based brand equity
- 2.3.1 Brand equity
- 2.3.2 The Customer based brand equity model
- 2.3.3 'Lovemarks' concept
- 2.4 Customer Profile and positioning
- 2.4.1 Luxury good consumption in Europe
- 2.4.2 Consumer behaviour
- 2.4.3 Luxury perception measurement tools
- 2.4.4 Focus on Chinese consumers
- 2.4.5 Brands segmentation and positioning
- 2.5 Strategic steps
- 2.5.1 Brand affirmation
- 2.5.2 Brand consolidation
- 2.5.3 Brand expansion
- 3.0 Methodology
- 3.1 Research Questions and Hypotheses
- 3.2 Research Philosophies
- 3.3 Research Approach
- 3.4 Research Purpose
- 3.5 Research Strategy
- 3.6 Methods
- 3.7 Timing
- 4.0 Data design
- 4.0.1 Focus group design
- 4.0.2 Online survey design
- 4.1 Validity and reliability
- 4.1.1 Focus group
- 4.1.2 Online survey
- 4.2 Data collection
- 4.2.1 Primary data
- 4.2.1.1 Focus group sampling
- 4.2.1.2 Online survey sampling
- 4.2.2 Secondary Data
- 5.0 Data analysis
- 5.1 Focus group
- 5.1.1 Descriptive statistics
- 5.1.2 Analysis of hypothesis 1
- 5.1.3 Discussion about the results
- 5.2 Online survey
- 5.2.1 Descriptive statistics
- 5.2.2 Analysis of hypothesis 2
- 5.2.3 Discussion about the results
- 5.2.4 Analysis of hypothesis 3
- 5.2.5 Discussion about the results
- 5.2.6 Analysis of hypothesis 4
- 5.2.7 Discussion about the results
- 5.2.8 Analysis of hypotheses 5a and b
- 5.2.9 Discussion about the results
- 5.2.10 Analysis of hypothesis 6
- 5.2.11 Discussion about the results
- 6.0 Generalisability of the results
- 6.1 Implications
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This research paper analyzes the accessibility of American luxury brands (Coach, Kate Spade, Michael Kors, and Tory Burch) in the European market, comparing them to established luxury brands like Louis Vuitton and Hermès. The main objective is to define "accessible luxury" within the European context and understand consumer perception of these brands. This involves identifying brand positioning and successful marketing strategies employed by these accessible luxury brands.
- Defining and analyzing the concept of "accessible luxury" in the European market.
- Investigating the brand positioning of Coach, Kate Spade, Michael Kors, and Tory Burch in Europe.
- Understanding consumer perceptions and preferences regarding these brands in relation to their pricing and positioning.
- Identifying successful marketing strategies employed by these brands in the European market.
- Exploring the impact of cultural differences on consumer perception and brand strategy.
Zusammenfassung der Kapitel (Chapter Summaries)
1.0 Introduction: This introductory chapter sets the stage for the research by establishing the context of accessible American luxury brands in Europe. It highlights the gap in existing literature concerning the perception and positioning of these brands within the European market. The chapter clearly defines the research problem, stating the need to understand consumer perceptions and how these brands are perceived compared to traditional luxury brands. The research questions, limitations, and the structure of the paper are outlined, laying a solid foundation for the subsequent chapters.
2.0 Literature review: This chapter provides a comprehensive overview of existing literature relevant to the research topic. It delves into definitions of luxury, exploring various theoretical models and frameworks for understanding luxury consumption. The seven Ps of marketing are discussed as a framework for analyzing the brands in question, followed by an in-depth examination of customer-based brand equity and the concept of "lovemarks." The chapter further explores consumer profiles and behavior in the European luxury market, highlighting the significance of cultural nuances and the role of brand segmentation and positioning. It concludes by examining various strategic approaches for brand development, laying the groundwork for applying these concepts to the chosen brands in later chapters.
3.0 Methodology: This chapter meticulously outlines the research methodology employed in the study. It details the research questions and hypotheses formulated to guide the investigation. The philosophical approach underpinning the research is clearly explained, followed by a thorough discussion of the chosen research strategy and methods. The chapter also describes the specific research tools utilized, including the focus group and the online survey, highlighting the rationale for their selection. Finally, the chapter meticulously addresses the aspects of validity and reliability, underscoring the rigor and trustworthiness of the research design and data collection processes.
4.0 Data design: This chapter provides a detailed account of the design of the research instruments used to collect data – a focus group and an online survey. It outlines the sampling techniques employed to recruit participants for both the focus group and the online survey. Furthermore, it provides an explanation of the data collection process and the rationale behind the chosen methods for ensuring validity and reliability of the collected data. The detailed description of the design parameters allows the reader to gain a complete understanding of the methods employed to obtain the data used for the analysis.
5.0 Data analysis: This chapter presents the analysis of data collected through both the focus group and online survey. It provides a detailed interpretation of the findings for each hypothesis. For each hypothesis, the chapter presents descriptive statistics, analyses the results with regard to the hypothesis, and offers a discussion of their significance in relation to the overarching research questions. This section meticulously presents both quantitative and qualitative findings, offering a comprehensive overview of the data analysis process and its implications for the research.
6.0 Generalisability of the results: This chapter discusses the generalisability of the findings and the limitations of the study. It reflects on the scope and context of the research and suggests avenues for future research. This chapter concludes by offering implications of the research findings for managers of the studied brands, proposing marketing strategies to improve their brand awareness and desirability in the European market.
Schlüsselwörter (Keywords)
America, accessible luxury brands, brand positioning, consumer perception, cultural differences, Europe, marketing strategies, luxury consumption, brand equity, qualitative research, quantitative research.
Frequently Asked Questions: Accessible American Luxury Brands in Europe
What is the main topic of this research paper?
This research paper analyzes the accessibility of American luxury brands (Coach, Kate Spade, Michael Kors, and Tory Burch) in the European market, comparing them to established luxury brands like Louis Vuitton and Hermès. The main objective is to define "accessible luxury" within the European context and understand consumer perception of these brands, including their brand positioning and successful marketing strategies.
What are the key themes explored in this research?
Key themes include defining "accessible luxury" in the European market, investigating the brand positioning of the four American brands in Europe, understanding consumer perceptions and preferences regarding these brands, identifying successful marketing strategies employed, and exploring the impact of cultural differences on consumer perception and brand strategy.
What is the structure of the research paper?
The paper is structured into six chapters: 1. Introduction (background, problem discussion, purpose, research question, delimitation, disposition); 2. Literature review (luxury definition, seven Ps of marketing, brand equity, customer profile, strategic steps); 3. Methodology (research questions, philosophies, approach, purpose, strategy, methods, timing); 4. Data design (focus group and online survey design, validity, reliability, data collection); 5. Data analysis (focus group and online survey results, hypothesis testing); and 6. Generalisability of the results (implications and future research).
What research methods were used?
The research employed both qualitative and quantitative methods. Data was collected through focus groups and an online survey. The chapter on methodology details the research philosophies, approach, and strategy used, along with the rationale for selecting these methods. Validity and reliability of the data collection processes are also discussed.
What data was analyzed?
Data analysis involved both descriptive statistics and analysis of multiple hypotheses related to consumer perception and brand positioning. The analysis is presented separately for the focus group and online survey data, offering both qualitative and quantitative insights.
What are the key findings of the research (without specifics)?
The data analysis chapter presents the findings of the study, providing detailed interpretations of the results for each hypothesis tested. This includes descriptive statistics, analysis of the results in relation to each hypothesis, and a discussion of their significance in relation to the overall research questions. The specifics of these findings are detailed within the full research paper.
What are the implications of the research?
The final chapter discusses the generalizability of the findings, limitations of the study, and suggestions for future research. It also offers implications for managers of the brands studied, suggesting potential marketing strategies to improve brand awareness and desirability in the European market.
What are the keywords associated with this research?
The keywords are: America, accessible luxury brands, brand positioning, consumer perception, cultural differences, Europe, marketing strategies, luxury consumption, brand equity, qualitative research, quantitative research.
Where can I find more detailed information?
The complete research paper provides a detailed explanation of the methodology, data analysis, and findings. Further information is available within the full text of the paper.
- Citation du texte
- Cécile Menant (Auteur), 2016, American Accessible Luxury in the European Market. The Concept explained on the Basis of Four Case Studies, Munich, GRIN Verlag, https://www.grin.com/document/995972
