Shoes Industry
Anaïs Averseng
Master 2 Luxury brand management
How is the business of luxury shoes adapting to the challenges of new consumer demand, geographical availability and modern marketing? Please discuss these issues, as well as the factors are shaping our industry today and tomorrow?
21st of December 2012
I decided to focus on the shoes industry, because is a more complex business. Women are attracted naturally by shoes but men don’t. The luxury Maison, the luxury brands have design and created numerous of accessories even shoes. Because how to file down the catwalk without wearing the pair of shoes of the same brand. Nowadays, the industry, the position the demand change quiet a lot and people doesn’t want to be wearing from the head to the feat with the same label on it, they mix. With the appearance of fashion shoe maker as Christian Louboutin, Roger Vivier, Jimmy Choo, Edouard de Seine… How could do luxury brand to retake market share? I will respond first to the main question and at the end of my analysis I will answer to this one.
[pic] [pic]
To answer I will split up into six observations.
First one: New generation demand, online, website… Generation Y
Second one: Return to arts and crafts
Third one: Adapting to the new market Asia, and what’s next?
Forth one: Fair Trade market
Sixth one: Premium brands
Introduction:
Whatever the past history of the shoes and more precisely luxury shoes, the future it’s what I going to talk about, because that’s only what we have to focus on. People’s behaviour change rapidly and the industry has to take into account the new demand. People now doesn’t want to follows trend but want to create it…
What is the demand of those new generations all around the world?
Definition of luxury:
The word luxury is a difficult term because is really a subjective way to see products and things according
Master 2 Luxury brand management
How is the business of luxury shoes adapting to the challenges of new consumer demand, geographical availability and modern marketing? Please discuss these issues, as well as the factors are shaping our industry today and tomorrow?
21st of December 2012
I decided to focus on the shoes industry, because is a more complex business. Women are attracted naturally by shoes but men don’t. The luxury Maison, the luxury brands have design and created numerous of accessories even shoes. Because how to file down the catwalk without wearing the pair of shoes of the same brand. Nowadays, the industry, the position the demand change quiet a lot and people doesn’t want to be wearing from the head to the feat with the same label on it, they mix. With the appearance of fashion shoe maker as Christian Louboutin, Roger Vivier, Jimmy Choo, Edouard de Seine… How could do luxury brand to retake market share? I will respond first to the main question and at the end of my analysis I will answer to this one.
[pic] [pic]
To answer I will split up into six observations.
First one: New generation demand, online, website… Generation Y
Second one: Return to arts and crafts
Third one: Adapting to the new market Asia, and what’s next?
Forth one: Fair Trade market
Sixth one: Premium brands
Introduction:
Whatever the past history of the shoes and more precisely luxury shoes, the future it’s what I going to talk about, because that’s only what we have to focus on. People’s behaviour change rapidly and the industry has to take into account the new demand. People now doesn’t want to follows trend but want to create it…
What is the demand of those new generations all around the world?
Definition of luxury:
The word luxury is a difficult term because is really a subjective way to see products and things according
References: Michel Chevalier and Gérald Mazzalovo; “Luxury Brand Management: a world of privilege” (2008) Vincent Bastien and J-N Kapferer; “Luxe Oblige” (2010) J-N Kapferer; “The Luxury Strategy” Mark Tungate; “Luxury World: The past, present and future of luxury” (2009) Lauren Goldstein Crowe and Sagra Maceira de Rosen ; « The Towering World of Jimmy Choo » (2009) New-York Times (newspaper) Suzy Menkes : « Manolo Blahnik : The shoe sculptor » Video on L’Union L’ardennais Magazine Website “La Chaussure renaît à Roman” October 2010 The Wall street Journal, Chad Bray:” The red-soled shoes win appeal” September 5, 2012