welcome to luxury pricing, promotion and distribution dr. satyendra singh professor, marketing and...
TRANSCRIPT
Welcome toLuxury Pricing, Promotion and
Distribution
Dr. Satyendra SinghProfessor, Marketing and International Business
University of [email protected]
www.uwinnipeg.ca/~ssingh5
Hermes Birkinnamed after Jane Birkin
$9,000-$150,000
Clive Christian’s Imperial Majesty$215,000 (16.9 Oz)
Patek Philippe$200,000
Patek Philippe: $320,000
Patek Caliber $5mMost complicated watch
X 2 Ferrari’s price!
PricingPrice depends on
Positioning of the luxury; e.g., true luxury
Operating cost, custom duty, foreign exchange
Operating cost (retailing + staff) = 30%
Distributors need 60% margin (co-efficient 2.4-2.6)
HK, SP, Guam and Panama no custom duty
Duty-free shops 20% cheaper
EU (France) may be cheaper than EM (Brazil) due to custom duty yet buy in Brazil why
PromotionLimited advertisement control and project image
Mass advertisement is not efficient for luxury goodsSome brands do not advertise in mass media ZaraSome countries ban luxury advertisements China
Window displaysTo create dream and desire Needs creativity and interactivityProduct merchandizing and communications
Name products after famous people Gucci’s Jackie Kennedy bag
Use of celebrities for promotion debatableLV/Furla… use celebrity as a brand ambassador
Window Display
Harrod’s window display: Creativity, dream
Rolls-Royce at Harrod’s window
LV: Jennifer Lopez
LV: Uma Thurman
Discount
No discount LV destroys old goodsWe cannot ↓ value Control image and supply
Loyal customers loyalty gift by invitation
Reason New wed, 1st baby, 1st degree, …
Outlet Shopping villageLa Vallée Village (France), Bicester village (UK)…
The Bus Tour
Bicester village Shop
Selling Techniques
Trunk showsNext season’s collections are previewedheld in luxury store by invitation buyBurberry /Ralph Lauren outside
Pre-season showsCollections launched just prior to main season
Post-season showsBy invitation 50% off True luxury avoids this
Shopping lunchEat lunch in store (e.g., Fendi…) and then buy very selected few are invited
Hilton in Sari
Luxury Department Stores
25,000 square feet a place of worship
People like spending time or meeting there
Location is important customers avoid crossing river, railways, bridge…
They carry multiple brands
Department store are opinion leaders
Sales in 2010 $150mMonday = 9,000 visitorsSaturday = 17,000
France: Luxury Department Stores
Sephora
Galeries Lafayette
Boon Maché
Printemps
UK: Luxury Department Stores
Harrod’s
Selfridges 2nd largest in London
House of Fraser
Canada: Holt Renfrew (10 stores only (very upscale): Toronto, Ottawa, Montreal, Calgary, Vancouver, Edmonton)
USA: Luxury Department Stores
Macy’s
Bergdorf Goodman, Barney’s
5th Saks Avenue stay as long as you wish
Nordstrom largest independent store
It has a loyalty program:2nd floor > $2,000/year (You should spend)
3rd floor > $10,000/year (Personal concierge service)
4th floor > $20,000/year (customers get fashion show ticket, can host private
party in store for their friends
Japan: Luxury Department Stores
Mitsukoshi
Isetan
Daimaru and Matsuzakaya
Takashimaya Most exclusive
TakashimayaJapan
Tsum Moscow
Dept Store
Media Selection
15
Luxury Retail Strategy…
Company Operated Store (COS)
Free standing flagship store (i.e. one door)
Non-COS
Franchisee
Distributor/Retailer
Bluebell, Dickson Poon Asians markets. Mercury Singapore markets
Luxury Retailing Strategy
Company Operated Store (COS)
Rolex, Bréguet… prefer COS
Distributors
Perfumes and cosmetics
75% of luxury perfumes and cosmetics are sold through department store
Perfume Distribution
Perfume store countries
Selling through small perfume shops
France, Italy, Germany
Department store countries
US, UK, Australia, Canada, Japan
Kinds of Luxury Outlets…
Free standing, flagship COS
Shopping centre retail store
Rent + % of sales for common promotional activities
Outlet in retail park
with own entrance with parking, yet in mall
Must be destination brand extra effort justification
Kinds of Luxury Outlets …
Shop-in-shop department store can be COSNo cash register, but brand’s staff and merchandise
Give % of sales to the store (but no rent)
Brand has its own identity and culture
LV Matsuya in Tokyo
Chanel Daimaru in Osaka (2 floors & own elevator)
Counter in a department storeStore does everything for you Merchandising, pricing, promotion, space allocation, organises activities...
Takes % of sales
Brand has no self identity and no control
Kinds of Luxury Outlets …
Corner in a department store between shop-in-shop and counter in store
Brand pays its staff; but store takes title to the merchandise
So the Brand gets limited identity, but stores put many brands together to create a full spectrum of store image
Gents suit, perfumes…
Franchisee store can be COS3%-5% of sales, No investment
Franchisee must follow instructions and buy goods
Minimum sales are needed as guarantee
Chanel, LV, Hermes against franchising/licensing
Kinds of Luxury Outlets
Factory outlets
Shop attached to your factory like shop-in-shop
Duty-free shops airports
Customers have $ in pocket and time in hand
# of flights passing through the airport
Destination, nationalities, type of travellers
Japanese smoke a lot – mild cigerettes
Americans like Whisky, Cognac (Hanessy and Martin)