How do Leading Luxury Brands Differentiate Themselves?
The Luxury Marketing Council - For Your Consideration Breakfast, Wednesday, August 2
Behind the sleek images and stunning designs of leading luxury products reside stellar brands with carefully crafted positions. Does the affluent consumer really notice?
Highlights of a recent Premium Knowledge Group study about apparel, cosmetics, skincare and fragrance brands reveal that affluent consumers comprehend these subtle distinctions and that leading brands really do differentiate themselves in the minds of targeted consumers.
Lessons to be learned about positioning will be drawn from brands as disparate as Dolce & Gabbana and Armani, Clinique and Chanel.
The results of the study, among 1000 affluent consumers, are projectable to the top 5% of U.S. households.
Apparel:
• The presentation will cover leading designer brands including Armani, Ralph Lauren, Calvin Klein, Chanel as well several “bridge” and “better” brands. (This reflects the trend to mix dressy and casual.)
• The relative position of these brands will be described on a selection of the critical brand attributes included in the study.
Cosmetics and Fragrance
• The presentation will cover leading brands including Estee Lauder, Lancôme, Bobbi Brown, MAC, and Chanel.
• The relative position of these brands will be described in terms a selection of key attributes included in the study plus a measure of relative brand loyalty.
PLEASE JOIN US for our latest 'FOR YOUR CONSIDERATION' BREAKFAST.
WHEN: WEDNESDAY, AUGUST 2nd - From 8 TO 9:30 A.M.
(Breakfast served @ 8:00a.m.)
LOCATION: AT FLEISHMAN HILLARD, 220 EAST 42ND STREET
(Between 2nd and 3rd avenues),11th floor, main conference room
Please RSVP: Attendance is limited to 115 people on a "first confirmed" basis.
In the event that your plans change, please be courteous and inform us.
About Premium Knowledge Group.
Premium Knowledge Group is a research-based firm providing focused LifeStyleTM marketing to the affluent consumer. It has collected and analyzed brand-level information in fashion, cosmetics, travel, financial services, automotive and media from thousands of households with average household incomes in excess of $240K. Based on its findings, Premium Knowledge Group has developed techniques for segmenting consumers according to their LifeStyle™ and developing relevant marketing and communications strategies.
About the presenter:
Richard Baker is CEO and Founder of Premium Knowledge Group. He has conducted extensive original research into the life styles and shopping preferences of Affluent Americans. PKG’s clients include DCX (Mercedes and Maybach), Cole Haan, Estee Lauder, Karl Lagerfeld, Wells Fargo, Valerie Wilson Travel, Rapp-Collins, The Association of Junior Leagues International, Forbes.com, openBC.com and Bluefly.com.
Richard will be joined by Ellen Sills-Levy, CEO of ESL Insights who is supporting PKG clients in the New York market.