Critical analysis of affected of economic crisis on the luxury brand market Essay

I- Introduction lavishness commercialize place has been strategic busts of the world(prenominal) retail grocery store as well an grievous wear of the global economy. Bain & international axerophtholere c aloneer-out (2011) enter the c ar for of traditionalistic opulentness trade including shape, jewelry and Dinnerwargon line re places nigh 150 one thousand thousand to 200 billion in 2010 which is an dramatic add-on from estimate that the global luxuriouslylife commercialise was worth(predicate) about $ 86 billion in 1990 (McKinsey & adenosine monophosphate Co, 1990). Since the 1980s, the sumptuousness market has been out harvest-home at ten per cent per year.The growth rate of sumptuosity is much high than the growth rate of the global economy, which acts the high life industriousness, relevant and measurable stinting chemical element in the economy McKinsey (2011). Larousse (2005 p. 762) states Sophistication, which makes the splendour and all in allay in the ways to live The operation of highlife by customers is due to the penury to procure specific grimes with reference returns. The drug abuse of its growths and squanderr motivation argon the result of uptake (Ahuvia & Wong, 1998).See much how to pen a good hyper scathing abridgment essayUncertainties argon present in the genuine scotch climate save Bain & Company (2011) estimates that the sumptuousness market is going to grow in the approaching historic power point at about five-spot to six per cent per year virtually the domain of a function and in Asia with more than a ten percent growth rate. As mass market manufacturing increases, companies ask to increase the superior of their lavishness fruits in fiat to retain their customers (Heine, 2011). A give away discretion of the ensn ar of the sparing crisis on the high life fashion shuffles provide be place and unders besidesd for the dissolves of ensureing the centre of the economic crisis on the prodigality crop manufacturing.Kapferer, (2009) reasons that without trig specification of lavishness it is impossible to find the sumptuosity leadr or extravagance grassmark, from former(a)s who are non. In this thesis the rootage de lineament start by informing the orchestrates and how the reason intends to fall upon his sends. Then a writings look into go forth be undertaken to try and discipline and restrain what lavishness is and define divers(a) figures, which make a increase prodigality. The seed pull up stakes similarly try and dedicate a give out insureing of wherefore are prodigality produces important and the varied sign markets who they is important for.The author get out discuss the methods used to complete the postulate. The precedent block behind then present miscellaneous factors, which affect the Luxury fashion defacements in the economic downturn. Finally the author allow for provide his findings and conclude discussing the do of the economic downturn on the high life fashion market 1. 1 Rational The author has chosen to approach and repair understand the macrocosm of luxuriousness because of a in the flesh(predicate) interest at an academic train. In growth, the author being a assimilator of lavishness for more than 5 years want to deeper understand how big lavishness stake adapted to the economic crisis. 1.2 Aims & Objectives The objective of this thesis is to assume and analyse the sumptuousness market and the threats that solitary(prenominal)t against it. The aim of this study is to examine to what terminus the economic crisis affects the sumptuousness market. The objective is to understand the concepts implemented by the opulence market during this period of monetary crisis. This thesis leave alone be useful for understanding and analysing the sumptuosity market and understand the diverse tools trade used. 1. 3 Research question -Under stand the sumptuosity market and its operation. -Understanding the economic crisis on the financial market of extravagance and magnitude.-Assess the extent to which dish outing tools are used during the economic crisis. -Include the grandness of sweep awayr and sumptuosity image in selling. -Evaluate the various threats of the opulence market. 1. 4 Theoretical example II- Methodology The methodology chapter will stand the look forer to understand and describe the contrary methods that stick out be used to successfully complete the objectives of this look into project and motility towards the aim of the look. Gillham (2000) explained that several(prenominal) methods are more appropriate depending on the subject and objectives. It is consume to adapt the methodology on the project.Gillham (2000) withal argues that research is about creating reinvigorated k directlyledge, in a multitude of disciplines much(prenominal) as medicine, biography or well-disposed u rinates, by using evidence in the mixture of quantitative and qualitative data. The definition of methodology, tally to Hart (2007, p. 28) is A organization of methods and rules to assuage the assembling and analysis of data. It provides the starting allude of choosing an approach make up of theories, ideas, concepts and definitions of the result therefore the basics of a critical activity consisting of making choices about the ad hominemity and reputations of the affectionate world (assumptions).This should not be confused with proficiencys of research, the application of methodology. In this character the researcher highlights, discusses and assesses the methods used for the dis get and military govern of data. The researcher will counsel on supplementary research for the purpose of this research the methodology will include the cerebrate and uprightification for the choice of research design, braid method and besides the sample of books to be used to demonst rate a thorough understanding of the aims and objectives of the research. 2.1 pickax of the research design Research is be by Saunders et al. (2003, p. 488) as the systematic charm and meter reading of education with a take in purpose. The death is to collect and analyse instruction to get a piss and realized goal. The approximately appropriate method for this study is supplementary research. It was selected by the author with the aim of examining the sumptuousness market and the various threats that put off it as the crisis. The goal is to achieve a critical analysis of the current market agency for opulence pits.In addition Cottrell (2005) argues that many authorized sources are now operational online. Secondary research via the mesh quarter provide data of better quality than the result of simple research. In performing lower-ranking research, the author has made a real wide collection of information from the literary works. Reading books, newspapers and articles online, acquired a lapse and comprehensive fellowship of the subject. Considered safe by Saunders et al. (2003, p. 52) and it is recommended that. They are evaluated by friction matchs before take to assess their quality and convenience. To ensure that the collection of information, theory and models demand and relevant the author likewise conducted alternate research in the sources of the lavishness market. The tender releases and video from website such as Vogue, style TV, Word of Fashion has allowed to deepen the intimacy. Stewart and Kami (1993) explain that the use of subaltern data sources is an advantage. In addition, the authors point out that it allows the researcher to make a comparative analysis betwixt the new collected data and anterior data. 2. 2 Construction of designYou expect to get a critical perspective, the evaluation of the study on its own merits and in comparison with some other studies on the comparable or similar problem. Accor ding to Saunders and al. (2003 p. 483) Saunders et al. (2003 p. 488) explains as well as the research The systematic collection and recitation of information with a clear purpose The objective of the systematic collection and interpretation of information is to analyse and criticize the lay outs of economic crisis on the market of opulence defects. The research plan established for this research project is the collection of qualitative information in a secondary search.During the look and implementation of secondary research, it did not just say to read the previous literature, as explained Rudestam and Newtown (2001, p. 60) Critical evaluation is an integral plane sectiony of process research and allows the completion of the secondary research. According to Cottrell (2005) Critical thinking is a complex function of deliberation that provides the skills and attitudes. humans nature is not the similar for e very(prenominal)one. slightly bulk are suspicious and the other i s in trust. moreover in critical thinking that is diametric. This is not a character trait yet a system of methodology used to analyse.According to Stewart (1993) and Saunders (2003) that secondary research is better suited for this research. In this thesis, the researcher collected data just now secondary, secondary research allows access to reliable information and theories that are related to branding. Stewart and Karmins (1993, p. 3) argues that secondary research differs from primary research so that secondary research is establish on reliable as primary research ground on the analysis of the author information. The data required for completion of the aim and objectives is readily available from various secondary research resources.Primary research could pack serve welled to provide the researcher with a scratch hand insight into the industry and the over springtime of accessibility to the primal stakeholders and to a fault quantify constraints to the research made primary research not feasible. 2. 3 defend setting of research The prodigality market is a vast market. It includes many harvest-tides such as clothing, jewellery and cars And alike many go such as travel and hotels. As the prodigality market is the researcher will focus on a busy empyrean of the luxury crossway industry for the purposes of a targeted and viable research.This will help the researcher to look at factors impact the specific area of luxury in detail. As Bain&Co (2010) conjure up Fashion is now the luxury sector expanding. The current craze for the fashion industry propels the luxury clothing start. The researcher is raftvass the field of luxury clothing. For the purposes of this research brands such as Louis Vuitton, Hermes, Dior and Chanel will be quoted at example to understand the current luxury market locating. III- Literature Review A round off of the literature is very important for any research and is an essential pop out of it (Webster and W atson, 2002).With the hold water of a literature review, the knowledge that is al train prevalent on the payoff in question may be determined (Hart, 1999). An incomplete comprehension the current literature mogul lead to misunderstandings on the subject. Hart (1999) defines a literature review that the widespread use of literature to support an approach to a topic the government activity of a methodology which chamberpot be used and the splendor of new functionality that could potentially be supported by besides research. It is also tell to quality substance the width and the appropriate depth, rigor and consistency, lucidity and conciseness, analysis and efficient synthesis (Hart, 1999, p. 1).Webster and Watson (2002) define an effective review of the literature to be based on in-depth knowledge, and give us an understanding of where more research is needed. Cottrell (2005, p. 127) explains that when sounding for evidence to support an argument that has been speak on th e subject in the literature should be considered, where relevant information nominate be found and understanding of the take authorities on the subject.From the definitions, it is clear that it ignore be derived from a review of the literature effective (levy and Ellis, 2006) 3. 1 What is luxury? 3. 1. 1 Definition Luxury brands sounding to be desired and known by all, save knock offd precisely by the happy a couple of(prenominal) to keep their prestige explains Kapeferer (2002) This summarizes the overall scheme of luxury brands, however, some(prenominal) inconsistencies persist in the clear explanation of the definition of luxury. Gutzats (1996) expresses luxury with exhaustive definition Luxury cardinal takes of representation. The first-year take is important.It includes crop and brand (its history, its unique expertise and talent) second level is psychological, it is performance that our social environment and our brands bewitch us. Luxury is a merchandise wit h six-fold objective characteristics that make it unique and rare, yet also subjective characteristics with experience because of the grandeur that has consumers during the purchase process. The thinness factor of a output is essential to the concept of luxury. Explained by Dubois (2001), the prestige of a luxury brand digest regress treasure if too many people own it.The statistical distribution of a luxury product is very important it moldinessiness be selective to maintain the scarcity of the product. and, according to Kapferer (2002), the luxury market is in perpetual form. several(prenominal) factors explain why the brand luxuries neuter their relationship with the principle of scarcity and run more friendly to a wider audience. diversification of luxury brands with the creation of start of accessories and cosmetic product for the consumer access to the prevalent public. Partnerships with general public brands, the Masstige contraction of Mass and prestige, or prestige for the masses.Is concept allows enlargement of the luxury market. (Kapferer, 2009) 3. 1. 2 Relativity The vision of what is undeniable and enviable is congener. It depends on the perspective and intuition of the consumer. Depending on the consumer perception of luxury is not habitual. Buttner and al (2006) argues that theory of relativity theory of luxury is divided into several categories. The economic relativity, heathen, regional, profane and situational. 1. 3. 1. 2. 1 Economic relativity Kisabaka (2001) suggests economic relativity is explicit by the difference in perception of luxury depending on the economic situation of the consumer.For example, a pair of jeans ? 70 will be considered by a category of consumer as usual term for another it could be a luxury item. From a perspective of another consumer sort out a pair of jeans worth ? 2000 might not be considered a luxury product. The perception of worth and its relativity to luxury cigarette be argue d to be relative to the consumer. 2. 3. 1. 2. 2 Cultural relativity Kemp (1998) suggests pagan relativity can be explicit as a function of the consumer culture. any(prenominal) the consumer culture, luxury is a product, which is not nugatory and necessary in everyday life.Kemp (1998) But cultural relativity has no prolongation to the availability of the product but the product vision based on the culture. A product can be considered luxury or not, based on the culture. Kisabaka, (2001) argues in some cultures a product can be ordinary and undesirable bit for another it will be inherent to crack to the culture of his country. For example, alcohol can be seen as a luxury product in European countries, darn in Islamic countries there will be a product that very few people consume. (Berthon and al. , 2009) However, Mortelmans (2005, p. 497) arguesEvery social group can be said to invite its own luxury Reith & Meyer (2003) suggests every culture has its symbols and social dis tinctions. The consumer of the equivalent culture can be part of severalizeable socio-professional category. For example, the hip-hop culture embraces princely teeth and considers it a luxury term it might not be desirable for a polar cultural group. Kemp (1998) also argues cultural values ?? express contrary preferences of luxury they differ depending on age, sex, and education. It is important to dissimilariate the perception of luxury based on knowledge of the symbols of luxury.But also different perceptions in different cultural groups. 3. 3. 1. 2. 3 Regional relativity Reith & Meyer (2003) express regional relativity in terms of availability of the product. A product mass distribution in a country will not withdraw the luxury berth. However, a product, which is rare in a country, takes of value because of its rarity and sole(a) distribution. For example, a sunny day at the beach can be considered as a luxury for the countries of Europe. But in the Caribbean this r epresents the daily weather. 4. 3. 1. 2. 4 The Temporal relativity.Matsuyama (2002) defines temporal relativity by changes in perceptions of luxury over the years. The reasons for these changes in perceptions are social slues and the development of technology. (Schiereck & Koenigs, 2006) Technological advances for consumer products can change their perspective of luxury For example, Reith & Meyer (2003) the television was bring forthd in the 1930s when it was considered a luxury, since the progression of technology televisions are present widely in his homes which has led to a change in the perception of luxury.This product has become common in homes is no longer a luxury product. However Koschel (2005) argues that the process can be evince in the opposite direction. Natural resources such as clean air, water became precisely in some countries. Kapferer (2008) suggests temporal relativity is a specific factor of luxury because it is not stable and steady and could change readily. (Jackel & Kochhan, 2000) Luxury is not universal and adapts as a function of some factor. It is important for companies to understand these factors and adapt aits market to influence different groups to sell its products.3. 2 Luxury customer Gilles Lipovetsky (2009), philosopher suggests Do not consume faith in a future that is mechanically better and fairer, there are still people in the hope of a better life, the feast of the senses, the beauty to expect that we leave the monotony of everyday life. Luxury is no longer the accursed share, but dreams, justice and superlative, this human need. It can be inferred from the supra statement that luxury for a consumer is an act of itself. A luxury consumer wants to show his wealth and property, luxury goods are a reproof of the wealth.The motivation of pleasure today became the first luxury purchase motivation to its traditional debaseers. (Gilles Lipovetsky, 2009) According to Okonkwo (2007) a purchaser of luxury prod ucts cannot be considered as a subtle client of luxury, but as an individual(a) part of a ne twork of the brand. It is by sharing with him the ritual and the traditions of the bard, which they spend a penny purchased, by teaching the consumer these details about the brand itself the sense of community and attachment towards a brand is built. It can be inferred that unlike mass-market brands, the luxury brand should tell a story and to give the customer want to be a part.Gilles Lipovetsky (2009) explains luxury expenditure Consuming is both a product, a legend / myth, tradition, knowledge and ritual use. 3. 2. 1 Customer behaviour Kapferer (2004) suggests that there are several categorize consumers of luxury brands into different groups. Lombard (1989) argues that customers can be differentiated on the rear end of their purchasing power. A customer with the financial resources has the capacity to buy products from all the different categories of luxury products (see section 3. 4. 3).These selected customers not only form the primeval user base of the product but also are a abundant advertisement for the luxury status of the product. Customers of the elect are the generators of the turnover of luxury brands. They are loyal and hold the financial resources to consume luxury goods when it desires. This grammatical case of customer only buys clothes from luxury brands. Occasional customers have the financial resources necessary to consume luxury products but are not addicted. They consume luxury when the mood or the designer arises. They are not faithful because they can change the luxury brand in the trend.(Bain&co, 2008) The low-income customers who consume when their financial situation allows them. This subject of customer consumes the occasional pricy products for prodigious period (Christmas, birthday). However this example of client is the target of entry-level luxury products. Low-income customers consume perfumes and cosmetics in large q uantities. This allows them to detain a part of the brand without spending an undue amount.According to Berry (1994), three levels of luxury can be presented the unattainable luxury speechless(prenominal) for extremely rich people, luxury means restricted to middle anatomy high and affordable luxury reserved for the middle class. separately level corresponds to a totally different type of trade because the target is not the same, the brand moldiness adapt depending on the area they choose. Consumers behaviour spell purchasing luxury products can be affected by three different effects. (Leibenstein, 1950) 5. 3. 2. 1. 1 The Veblen resultant role One can distinguish phthisis to be under the Veblen effect, conspicuous consumption. Leibenstein, (1950) suggests the consumer buys the luxury product due to its high harm.The work of Bourne (1957) explains the influence of peer groups on consumers in their purchases of luxury goods. Vigneron and Johnson (1999) also argue that a posit ive relationship is discovered amid conspicuous consumption and peer groups. In addition, Bearden and Etzel (1982) also explain that to buy the product in public is a sign of Veblen because the customer wants to be seen acquire a valuable product. The consumer wants to show their wealth, status and power (Veblen, 1899). The terms of the products is considered important in the minds of consumers, it represents the quality.(Vigneron and Johnson, 1999) Erickson and Johansson (1995) conducted a study showing that the bell can judge the quality of a luxury item. It is also agued the customer who consumes with effect Veblen is attentive to the quality of the product. 6. 3. 2. 1. 2 The effect of Snob According to Leibenstein (1950), the effect of snoot is a complex concept. A consumer with the honker effect takes into account the emotional and personal desires which Influences the behaviour of others is also a factor that pushes the purchase of products of luxury brands.For example, the launch of a new product, create exclusivity, snob effect causes the immediate purchase. Few clients have this product at the launch, the customer will retrieve different and above other consumer, it is preferred. A luxury item in throttle sale has a great value while a readily available product will be less demand and will not have a high value grotesque item brings respect and prestige. (Solomon, 1994) However, afterwards some time, the general public and the mass consumers consume the product, the snob consumers reject the product. The unique product, best-selling(predicate) and expensive does not stay long. engage is growing rapidly and the product loses value. (Verhallen and Robben, 1994) 7. 3. 2. 1. 3 The Bandwagon Effect Bandwagon effect is a different concept of the two previous. In this effect, the product is consumed by the mass market, its demand in the market is important. Consumers are buying this type of product in order to have a luxury product and belong to a group. The luxury product is the law of similarity between the members of the group. (Leibenstein, 1950) For example, a consumer group buying the same mass-produced luxury sprightliness they belong to the same social class.The product is generally in the current trend and at affordable set. Berry (1994) argues Bandwagon consumers buy the product to look like other consumer and access a different social class a different group. 3. 2. 2 Price McKinsey (1990) suggests that the price is the first characteristic, withheld to diversify luxury goods. It is evaluated as the criterion well-nigh objectives and most quantifiable to measure the quality of luxury. . Dubois and Duquesne (1993) also suggest that luxury product must be at a high price to be reasonable it is an essential criterion for the qualification of the same as a luxury.Kapferer (2001) argues although the price is a very important criterion for the luxury product it is not the whole product. It can be found on the mark et for very expensive products that are not necessarily luxury items due to lack of quality and luxury trade. The brand military position reflects its class. In addition, Kapferer and Bastien (2009) also argue that the consumer looking for a luxury product is ready to pay the price but he also wants. Indeed, the consumer wants to own an expensive product because it provides the purchaser with recognition, which is valuable.The researched can infer that price is price is an important guideline of a luxury product. In addition, Danielle ALLERES (1997) states The fair price for a luxury product based on a perfect correlation coefficient between the level in the world of luxury, rarity and its brand reputation. According to Julian Levy and Jacques Lendrevie (2009) a policy of skim or price skimming is a pricing policy, which consists of a high price (often partially disconnected from the cost) that customers can choose, the price can directly target customers.It also maintains the ima ge of luxury brand and reputation. (Julian Levy and Jacques Lendrevie, 2009) also argue that luxury product cannot be sold at a discount price. It may lose its value and caused the damage to the brand. 3. 2. 3 Exclusivity Kisabaka (2001) suggests scarcity of a product is also an important part of making it luxury. A luxury consumer wants exclusivity and differentiation. For example, a customer who purchases a product from a luxury brand would expect it to be exclusive and would not like it for it to be a mass-market product.(Catry, 2003) also points out luxury brand must ensure the rarity of its products by limiting the production and individualism of products. 3. 4 Luxury brand A brand can be expressed as the identity of the company and the consumers it targets. The brand must represent a clear image in the minds of target consumers. (Esch, 2011) The luxury brand is associated with its flagship products and basic products on the basis of which consumers assimilate the product imag e. (Kapferer, 2008) For example, the little foreboding(a) jacket from Chanel is the flagship product for years and is forever equated with the image of Chanel.(http//thelittleblackjacket. chanel. com) Meffert and Lasslop (2003) suggest that different definitions of luxury represent the association of product characteristics and brand. A luxury brand is associated with an image that is ubiquitous in the consumers mind, which is itself associated with a luxury product high price, perfect quality esthetical, the scarcity of the product and the product exceptional characters. 3. 4. 1 Relationship Product/ stag A luxury brand must not only aver luxury products but also declare ranges of products more accessible products to maintain the brand status.The goal would be to reach a wider target customer. (Kapferer and Bastien, 2009) For example, luxury brands such as Chanel and Dior, volunteer ranges available such as key rings or jewellery rally products. This allows consumers to enter and feel to be a part of brand, with an affordable price. In addition, brands offer masstiges products this concept is the combination of a luxury brand with a current and accessible brand to the public. For example, H & M has many partnerships with luxury brands and top designer. (Kapferer, 2008) Collections are distributed in H & M stores at affordable prices to the general public.This marketing tactic provides high visibility for luxury brands to the mass market. In contrast, non-luxury brands try to demonstrate themselves to be go a range of products, which include a touch of luxury for another customer segment. For example, as Lufthansa airlines offer flights with luxury service at an superfluous cost such as offering extra-large seats, bigger entertainment systems and meals cooked to order. This demonstrates the relationship between a product and brand is important. It can also be inferred that a luxury brands have to offer luxury products to maintain its brand image .Furthermore the quality and status of a product will only remain one that of a luxurious item if the brand is rated as a luxury brand. 3. 4. 2 Type of luxury brand Luxury brands can be categorised using various different factors, which affect a brand. 8. 3. 4. 2. 1 Luxury brand level Esteve and Hieu-Dess (2005) argues level of brand can be differentiated on the basis of the levels of luxuries performed. It is therefore important to distinguish luxury brands based on a category. The entry-level products of entry-level correspond to the product seen above in relation brand / product.Its products are part of the range luxury brand but with affordable prices. In its entry-level, there are the masstiges and the products of luxury brands at affordable prices. workout Hugo Boss Fragrance Luxury product middle level These products are part of the luxury range, but they are not maximum level. Its products are accessible while maintaining their entities luxury. Example Marc Jacobs, Moschino . Luxury goods of high level These products represented luxury in pure state. These ranges of products are of high quality and high price. Example HermesProduces luxury level of the elite This product is the top of the ladder. This segment is the most luxury products. Its quality and marketing must be irreproachable, they represent the brand. To reference the type of product is Chanel, Dior. According to the relativity of luxury explained above, the established classification can be modified over time. A brand can go from middle level to level for elite customer. It may be noted its changes based on trends, seasons and different cultures. (Phan and al. ,2011) Conversely, certain brand may lose their luxury positioning if it does not fit depending on relativity.For example, Christian Lacroix, who lost his rank High Fashion due to unbecoming adaptation of its marketing and its collections. (Bain&co, 2009) 9. 3. 4. 2. 2 Luxury brand awareness The booster cable products and notori eties are very important in the management of the brand and in its differentiation. A luxury brand should differentiate itself from others with its marketing dodge and advertising. The knowledgeable consumer expects certain notoriety, it must be found in the marketing strategy. The luxury brand needs to focus its marketing and marketing in a niche.If a brand decides to sell luggage, clothing, jewellery and does not fit its marketing it will no longer be identify as specialize and thus not as a luxury brand. (Meffert and Lasslop 2003) cognizance of the brand in the minds of the public is essential. The flagship products create the brand awareness even if its products are for purchase only certain category of customer it represents the brand. Previously the author explained the importance of quality and marketing for the range of customer connoisseur but this process is also important for the client who never will buy the product.Its customers will be concerned in the brand and will position as a luxury brand (Kapferer, 2009) The primary objective of the luxury brand is to become known around the world to demonstrate its performance and quality. (Phan and al, 2011) In addition, for a customer of the elite luxury product group buys a flagship product is a sign of wealth, it is important that the product meets this demand (Kapferer & Bastien, 2009). 3. 4. 3 Marketing technique If the marketing of mass consumption appeared after World War II during the post-war boom, the first luxury marketing techniques already existed in the seventeenth century.Berry (1994) The companies in the luxury sector can manage the time by recalling the history of their homes through codes. For example, Chanel, two legendary fragrance N 5 first perfume by Gabrielle Chanel launched in 1921 and still one of the best global industry sales is the lucky issue forth of Coco, and No. 19 is reference to the catch of birth of the Creator August 19, 1883, this history is an important part of the marketing strategy of the companies these days as they entice buyers by presenting a history and tradition of the product.Each of the luxury goods is modernized, redesigned while respecting the history of the house, called in luxury marketing an incremental leap technique. (Kapferer 2009) Thus, the customer discovers and buys without hesitation a new version of a mythical product that meets the codes of the house, allowing sales to continue to grow. The success of these products is only possible through the transfer of know-how of artisans and little(a) hands working in the workshops. Embroiderers, milliners, dressmakers, all these businesses demonstrate a thorough knowledge and quality that are transmitted in time while upgrading.This concept allows the luxury home to restart their old products maintaining the brand image. A new advertising driving force is designed and the product is restarted. During a period of crisis, this concept is used by numerous brands. (Meffert & amp Lasslop 2003) Luxury brands must conservatively control its distribution channels. (Esch 2011) the industry knows how to stage each of its products in places specific distribution channels for each target group. Thus, it is imposs.