Week Four EOC: Discussion Questions

1. Explain the social element of luxury brands, and explore how this concept relates to some of the challenges facing luxury brands, such as counterfeiting and parallel markets.

A luxury brand is a brand such as Louis Vuitton or Estee' Lauder. Luxury brands concentrate more on quality as apposed to quantity. Luxury brands charge a little more for their products as they are produced with expensive fabrics, and are typically mainly hand made. Luxury brands are purchased more by emotional needs. "Luxury brands have been described as “brands that no one really needs, but everyone desires.” If this is so, then what is it about these brands that make them so attractive and coveted?" (Fashion Branding Unraveled Pg 111 Chpt 4)


2. What is the meaning of a lifestyle brand? Why are most luxury brands described as such?

I lifestyle brand is a brand that sells products used for everyday life. For instance, Dove soap, milk, condoms, lotion, fruit, and other items as such. People need certain products as necessity not necessarily just "want"; these would be a lifestyle brand.


3. Explain how luxury brands seem to defy traditional marketing principles.

Luxury brands defy traditional marketing principles because they do not promote a rational need, or accommodate to a wide variety of markets. Luxury brands adhere to particular markets and only a certain part of society can afford luxury brands.