Parmigiani Fleurier SA is a Swiss brand of luxury watchmarker founded in 1976 by Michel Parmigiani. All Parmigiani watches are hand-crafted, taking at least four hundred hours to create. In order to ccreate exclusivity, only a few thoudsand pieces are produced every year. All Parmigiani watches’ straps are provided by Hermes company. And Parmigiani Fleurier has  a series watch “Bugatti”. All watches in this series are inspired by supercar Bugatti Veyron.

Parmigiani Bugatti Vitesse timepiece

Collaboration is a good way to gain brand reputation. Other successful example is H&M.

Versace for H&M fashion Show

Versace represents the fashion and high price. H&M is famous for its cheap and beautiful. When the H&M company designers get the inspiration from the world top fashion show every year, H&M can turn the design into real appearels and sell them on the market as soon as possible. For Versace for H&M collection, each special collection has its own different “spirit.” It can satisfy a lot of customers who have differenent desired. When they sold the Versace for H&M collection last year, I saw how customers crazy are about the collections; at night customers stood outside the store for hours buying the H&M clothes and bags.

Benz-CLA (Car review from carscom)

With the more and more fierce of auto marketing competition and the diversification of customers demanding, unparalleled challenge faced the corporation. Mercedes-Benz presents new CLA series at New York Auto Show in 2013.

The Mercedes-Benz 250 CLA is a front wheel drive, four door semi luxury car powered by a 2.0L turbocharged for cylinder. The starting price is $29,990 in USA. When all is said and done, i will say customers should spend $3000 more in accessories. The total will be about $33,000 before tax.

The CLA model is launched to privide a lower priced Benz range as the C-series moved up-market. The CLA is targetd at “city folk with options.” The CLA is positioned to be attractive to a younger demographic based on the styling and specifications. The Mercedes-Benz believes CLA buyers will be stepping into a Benz Style for the first time, up from cheaper cars like the Volkswagen Golf. The direct competitors for Benz CLA will be BMW 1-series and Audi A3.

To sum up, Mercedes-Benz’s CLA series targets the middle class in North America, who after experiencing an economic depression, now wisely spend there money where it counts. Due to the Mercedes-Benz’s high reputation for quality, customers will attract by that low starting price suddenly.

Source link:

http://www.mercedes-benz.ca/content/canada/mpc/mpc_canada_website/en/home_mpc/passengercars/home/new_cars/models/cla-class/c117/technical_data.html

Luxury brands always give customers a feeling of  unreachable. Of course they do, becuase their high price. Actually most of luxury brands have their own culture which is gradually developed over time. For example, Chanel provides high quality and graceful “Chanel Style” fashion accessories to customers.

Creating a vivid scene attracts customers to purchase. Chanel Company does a great job on it. First of all, in commercial, Chanel’s advertisement gives customers an impression that Chanel is a representative of a graceful and fashionable lifestyle. Through the commercial, the company delivers its core value to the customers and match it to their needs.

Then in Chanel’s exclusive shop, Chanel always use white and black to be main color. These two color represents a feeling of simple and clean to customers. And when customers shop in store, the salers will always mention that the materials are high level and good quality. Chanel is successful in scene marketing. It builds a relationship with customers.  This strategy inspires customers’ imagination in the way the Chanel company wants. it is obvious that for companies like Chanel, the more customers they inspired, the more money they make.

Chanel N.5 – for the first time

Luxury brands always give customers a feeling of nobility. Every luxury brand has its own spirit – the brand culture which is gradually developed over time. Chanel, for example, delivers the fashion to the customer. This blog will discuss Chanel’s one segmentation briefly.

SEGMENT:

Geographic: North America

Demographic: Middle-age 18-50, annual income level of $100,000 or higher. Variables such as age and income level are important because they are easily indentifiable and linked to one another.

Psychographic: Self-concept: see themselves as affluent individuals; Chanel is a fashion commodity that represents status.

Behavioral: benefit: high qulity and high fashion bags, watches, and clothes compared to direct.