Analysis of the Marketing Strategy of a Luxury Brand and its Success in Selected Asian Countries

By Soyoung Oh and Jongeun Kim.

Published by The Social Sciences Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

The purpose of this study was to identify a differentiated marketing strategy for Asia. This research has critically analyzed the purchasing behavior of consumers from three selected Asian countries (Japan, South Korea, and China) that purchase luxury items and the marketing strategy of Louis Vuitton to support the objectives. As a part of the marketing strategy analysis, Louis Vuitton’s advertising strategy used in three different countries as illustrated in Vogue advertisements were studied. There were three critical factors found that Louis Vuitton used to achieve its success: the deployment of innovation and tradition at the same time, its use of masstige marketing, and its advertising. The paper describes the study and concludes by highlighting contributions to apparel industry and academe. The comparative analysis of luxury goods marketing will assist global marketers to produce more differentiated marketing strategy for various cultures. Also, the theoretical framework applied in the paper, can be utilized by other marketer and researchers to further advance research on luxury products marketing and consumption analysis.

Keywords: Marketing Strategy, Luxury Brand, Apparel, Asian Countries, Social Class

International Journal of Interdisciplinary Social Sciences, Volume 6, Issue 1, pp.239-258. Article: Print (Spiral Bound). Article: Electronic (PDF File; 13.105MB).

Soyoung Oh

Graduate Student, Department of Family and Consumer Sciences, California State University, Northridge, USA

Dr. Jongeun Kim

Assistant Professor, Department of Family and Consumer Sciences, College of Health and Human Development, California State University, Encino, Northridge, USA

Jongeun Kim, Ph.D., is an Assistant Professor of Apparel Design and Merchandising at California State University, Northridge. She received her B.S. in Sociology from Ewha Women’s University in Seoul, Korea and earned a second B.S. and her M.A. both in Apparel Design and Merchandising from Kon-Kuk University in Seoul, Korea. She received her Ph.D in Human Environmental Sciences from Oklahoma State University in Stillwater. Kim has been teaching in higher education for over 10 years and has developed courses in apparel design, fashion theory, the culture and psychology of fashion, special needs/functional clothing and apparel and textiles in the global economy. Kim’s research focuses on consumer behavior, e-commerce and m-commerce marketing, sustainability and eco and green fashion. Kim has presented her work at national and international conferences, published her research in journals and conference proceedings and organized workshops and seminars sponsored by professional associations such as ITAA (International Textile and Apparel Association), AAFCS (American Association of Family and Consumer Sciences), HIC (Hawaiian International Conference) and AERA (American Educational Research Association).


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