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NTIS 바로가기한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.37 no.7, 2013년, pp.935 - 951
The recent entry and heated competition of numerous fashion brands in the luxury fashion market have all compelled luxury businesses to change. The issue of brand equity has emerged as one of the most critical areas for luxury marketing management. Despite strong interest in the subject, there is li...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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럭셔리 브랜드의 정의는 무엇인가? | 럭셔리 브랜드는 연구자마다 다양하게 정의되고 있는데, 역사와 전통이 있고, 아름다운 장인정신으로 만들어진 최고 품질의 국제적인 선택적 유통망을 통해 판매되는 상품(Chevalier & Mazzalovo, 2008)이며, 고가격으로고품질의 희소성과 상징성이 높은 제품(Dubois and Du-quesne, 1993)으로 정의되고 있다. 또한 럭셔리 브랜드는다양한 마케팅 활동을 통해 기업 이윤을 창출하는데, 마케팅 활동은 ‘기업이 통제 불가능한 환경에 적응하거나자사에 유리한 환경을 창출하기 위하여 통제 가능한 마케팅 변수를 활용하는 것’을 의미한다(Lee & Park, 2007). | |
많은 브랜드들이 상품이 희소하다는 인식을 유지할 수 있도록 노력하는 이유는 무엇인가? | 넷째, 럭셔리 브랜드의 경우 프랜차이즈 매장, 면세점, 주요 백화점 및 전문점 등의 엄선된 유통채널(cont-rolled distribution) 전략으로 브랜드 이미지를 유지하고있다. 럭셔리 브랜드의 과도한 노출은 럭셔리 브랜드의가치를 저하시킬 수 있으므로 많은 브랜드들이 상품이희소하다는 인식을 유지할 수 있도록 노력한다(Fionda& Moore, 2009). 대표적인 사례로 기존 버버리는 각종대형쇼핑몰이나 백화점 등 유통채널을 사용함으로써 높은 고객접근성을 추구하였으나, 이러한 무분별한 유통전략은 라이센싱의 확대와 함께 브랜드 이미지에 부정적 영향을 미쳐, 버버리는 브랜드 가치 강화 및 이미지 제고를 위해 수익이 적거나 브랜드와 관련성이 낮은 라이센싱을 철회하고 유통망을 재정비하였다. | |
루이비통에서 합리적 가격의 엔트리 제품에서 수천만원에 이르는 하이엔드 제품까지 다양한 가격대의 제품을 판매하는 이유는 무엇인가? | 또한 루이비통의 가격정책을 살펴보면 합리적 가격의 엔트리 제품에서 수천만 원에 이르는하이엔드 제품까지 다양한 가격대의 제품을 판매하고 있다. 이는 대중화를 통한 수익성과 럭셔리 브랜드로서의프리미엄 이미지 사이의 균형을 이루기 위함이며, 기본적으로 루이비통은 가격인하 및 할인판매 금지전략 등을 통해 럭셔리 브랜드로서의 프리미엄 가격정책을 고수하고 있다. |
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