Economic downturn, high-end marketing: finding the richest and most loyal customers

According to a panel discussion at the recent Wharton Marketing Conference, along with the 2009 is about to become the pursuit of luxury product generations face the most challenging year, marketing personnel used to lock the Chase fashion pingguoyuan and rapid expansion to Russia or U.A.E. xinfu groups marketing plan suddenly "outdated". Now, in the difficult years marketing luxury products of "pop" method, it caters to the wealthiest and most loyal customers ' needs, from a printed letter combination pattern (monogrammed) shirts and even home visit.

"I do think that luxury is the basis of customer service – this is what we often hear," a panel discussion on those SWE · Ka Pang (Cori Galpern) says that she is Tom · Ford International (Tom Ford International) of global marketing and advertising Director, here is the fashion ring designer cradle of growth. "I think we will find that because of the economic crisis and lost a lot of chasing fashion. Those who would buy in a year on a dozen men, shoes, they now have another choice. Luxury brand's core is really rich clients. ”

Who can in the next two years still the richest men in a party, as well as how they would spend their disposable cash, which is in small group discussions to mind, including some of the renowned luxury and high-end apparel brand of senior marketing gurus, these brands include ancient Chi (Gucci), Prada (Prada) and Tom · Ford and L'Oreal (LOréal).

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Panel discussion, agreed that, in times of economic recession, even for high-end consumers find yourself hard-pressed to follow live in socio-economic floor to back consumer is a bad strategy. "We don't want to see the result of substantial price reductions and make the brand becomes cheaper," Paris L'Oreal skin care brand manager Brad · Farrell (Brad Farrell) said, "because you don't want to damage their brand image. When all the dust settles, you still want to maintain your brand reputation. ”

Indeed, the deepening economic recession has become these luxury goods marketing gurus of the hot topics, however surprising is that this topic is so popular that they almost have no time to discuss the Conference of the original theme: "in the flat world lock new luxury products consumers: find global luxury goods market opportunities. ”

Several members of the Panel discussion, said that their company will over the next few years are still full of confidence, and give the world fastest economies expand, including so-called "BRIC": Brazil, Russia, India and China, as well as the implications of the rich oil resources in the Middle East countries. But they also added that the rapid development of the financial crisis could impede their most ambitious idea. Alexander · Wakil SI ratio (Alexandra Gillespie) in ancient cruise Group Senior Vice President, created a luxurious product marketing oriented FLR group, she was "excessive attention to the emerging market of luxury products industry," warned that because these markets also suffered from the effects of economic downturn.