TAILIEUCHUNG - Analysis of the Luxury Goods & Apparel and Footwear Industries

The OFT may choose to disclose information that it obtains during the course of this market review, including as a result of this invitation to comment. It may also publish it in any document it produces at the end of this market review. In deciding whether to do so the OFT will have regard, in accordance with its statutory duties under Part 9 of the Enterprise Act 2002, to the need for excluding, so far as that is practicable, any commercial information relating to a business or any information relating to the private affairs of an individual which, if published,. | Analysis of the Luxury Goods Apparel and Footwear Industries Vi Nguyen Faculty Sponsor Dr. Stephen Brokaw Department of Marketing ABSTRACT The luxury goods industry is unique in that it is an industry that relies strictly on marketing and promotion to sell products to a specified group of people. It is also an industry that is well guarded and difficult to find any information on. Although a select few are able to afford luxury goods the vast majority of people who are exposed to advertisements for certain products generally have aspirations of being able to own these products someday. The purpose of this research is to analyze this ever-changing industry by means of an industry profile of the apparel and footwear industry company profiles and analyses of publicly traded fashion design houses such as Burberry Gucci and LVMH Moet Hennessy Louis Vuitton and an examination of the marketing strategies of these five design houses and its effectiveness. The apparel and footwear as well as the Luxury Goods industries are truly global in scope in that manufacturers can now sell different products that are produced in different countries and spanning many different continents and a multinational strategy is necessary to implement because it allows manufacturers to increase their revenues by focusing on selling their products in countries with rapidly growing economies. These industries serve two types of consumers for the practical consumer they provide sensible and affordable clothing whose styles will not change drastically from year to year and for the fashion-conscious consumer industry types will attempt to provide styles of clothing that will keep up with the current season s trends and for which they are able to command a price premium. The apparel industry exists in a very competitive environment where companies need to adopt new technologies in order to improve profitability and lower costs. Companies are able to act as manufacturers wholesalers retailers or both.

• Marketing - Bán hàng
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