mixed material bibliography Boston Harvard Business School Publications September 2015

p. 26 - 27 The article looks at branding and marketing in the luxury goods industry, focusing on the trend of consumers becoming less interested in conspicuous symbols of wealth and luxury. It says this trend began in Europe and the U.S. and has spread elsewhere, including China. It discusses luxury-goods firms which have modified their products or packaging in order to downplay their luxury status, citing examples including liquor company Patrón reducing the amount of gilding on its tequila bottles. It also discusses the strategy of reorienting a product’s branding around factors other than luxury, such as utility or artisanship. Firms discussed include leather goods company Bottega Veneta, fashion house Louis Vuitton, automobile company Daimler, and hotel and resort company Jumeirah.<br> 00178012 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen 45828 2015-08-31 00:00:00 2015-11-09 00:00:00 machine generated