PRESTIGE DEGREE AMONG LUXURY BRANDS

Suzane Strehlau,Evandro L. Lopes 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.5

The luxury market has expanded out of its traditional niche of elite and hit the middle-class consumer; this is part of the brand extension strategies. The goal of the research is to examine whether consumers perceive different degrees of "luxuriousness" among luxury brands using different brand name extension strategies. Kowalczyk (2010) proposed that a downward vertical extension is related to the dilution of the mother luxury brand. Corroborating this idea Kim, Lavacke and Smith (2001) indicate that the introduction of any vertical brand extension, whether up or down, has a negative impact on consumer evaluation of the parent brand. The results of Hennigs et al (2013) are not clear about the effects of downward extension. This exploratory study presents a quantitative approach; a survey was conducted with consumers who had purchased one luxury goods in the last 12 months (judgement sample). The hypothesis are: H1- The consumer perceives different levels of prestige among luxury brands; H2 - consumers evaluate differently a brand using different brand name strategies in brand extension. Results reveal that consumers perceived different degrees of prestige among brands (F = 19.260, sig.000). The results showed that the Chanel is the brand with a higher degree of prestige with an average of 8.01, the second luxurious brand was the Giorgio Armani (7.40), followed by Emporio Armani (6.28), Diesel (6.13), Armani Jeans (5.77), Calvin Klein (5.43) and finally the less prestigious degree was the Armani Exchange (5.22).Although these are data cannot be extrapolated to the whole population there is evidence that Brazilian consumers evaluate luxury brands inside a range of perceived luxuriousness. Further studies should use a conclusive method to verify the impact of brand extension on the degree of perceived luxury. Chanel (mean = 8.0111, Sd = 2.60393) and Giorgio Armani (mean = 7.4028, Sd= 2.59494) brand are identified as possessing the highest degree of luxury. So this exploratory study can raise the hypothesis to be tested in the future that the strategy of the name being used does not impact on the degree of perceived luxury brand mother. The trademark dilution may occur in the group of lowest degree of luxury (such as Armani Jeans, Armani Exchange.

PRESTIGE DEGREE AMONG LUXURY BRANDS

Suzane Strehlau,Evandro L. Lopes 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

The luxury market has expanded out of its traditional niche of elite and hit the middle-class consumer; this is part of the brand extension strategies. The goal of the research is to examine whether consumers perceive different degrees of luxuriousness among luxury brands using different brand name extension strategies. Kowalczyk (2010) proposed that a downward vertical extension is related to the dilution of the mother luxury brand. Corroborating this idea Kim, Lavacke and Smith (2001) indicate that the introduction of any vertical brand extension, whether up or down, has a negative impact on consumer evaluation of the parent brand. The results of Hennigs et al (2013) are not clear about the effects of downward extension. This exploratory study presents a quantitative approach; a survey was conducted with consumers who had purchased one luxury goods in the last 12 months (judgement sample). The hypothesis are: H1- The consumer perceives different levels of prestige among luxury brands; H2 – consumers evaluate differently a brand using different brand name strategies in brand extension. Results reveal that consumers perceived different degrees of prestige among brands (F = 19.260, sig.000). The results showed that the Chanel is the brand with a higher degree of prestige with an average of 8.01, the second luxurious brand was the Giorgio Armani (7.40), followed by Emporio Armani (6.28), Diesel (6.13), Armani Jeans (5.77), Calvin Klein (5.43) and finally the less prestigious degree was the Armani Exchange (5.22).Although these are data cannot be extrapolated to the whole population there is evidence that Brazilian consumers evaluate luxury brands inside a range of perceived luxuriousness. Further studies should use a conclusive method to verify the impact of brand extension on the degree of perceived luxury. Chanel (mean = 8.0111, Sd = 2.60393) and Giorgio Armani (mean = 7.4028, Sd= 2.59494) brand are identified as possessing the highest degree of luxury. So this exploratory study can raise the hypothesis to be tested in the future that the strategy of the name being used does not impact on the degree of perceived luxury brand mother. The trademark dilution may occur in the group of lowest degree of luxury (such as Armani Jeans, Armani Exchange.

LUXURY RETAILING

Suzane Strehlau 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

The Brazilian luxury market has been rising since 2006, between 2010 and 2011 the growth rate was 33%. The stabilization of the currency, opening to imports and improving the population's purchasing power has given impetus to the growing demand for luxury brands that has grown steadily over the past 10 years with a rate of 10% per year. This growth is important indicator of the future of this market still represents only 0.7% of the demand for luxury items. (Brazil, 2010) Major luxury brands belonging to multinational corporations have already opened their own stores in Brazil. Some Brazilian luxury brands like H. Stern (jewelry) have operations in another countries. Other luxury companies are Fasano (hotel and food service), Osklen (fashion), Francesca Romana (jewelry) and Carmen Steffens (fashion). The company Trousseau focuses on homeware and differentiates the uniqueness of their products, enhancing the quality of fabrics and finishes. It has 21 stores and is present in S?o Paulo, Rio de Janeiro, Belo Horizonte, Brasilia and Salvador, and the virtual store (www.trousseau.com.br). The chocolate company Chocolat du Jour exists since 1987 underscores the high quality raw material and care in the preparation (http://www.chocolatdujour.com.br/) The “Les Lis Blanc” is a very expressive brand in this market, which has started with women wear and currently is a corporate group with the brands “Noir” (male wear), “Les Lis Blanc Beaut?”, “John John” (casual wear), “Bobo” (fashion). Until the 1990s, some traditional luxury brands were operating in Brazil with a limited number of product lines and only through representatives. The decision to change the mode of operation in Brazil coincided with some factors of the national and global context. Locally, there was the opening of importation and stabilization of the economy, which until then had high inflation rates: between 1990 and 1994 the average rate of inflation was 764% a year (http://www.brasil.gov.br/sobre/ economic / financial market / inflation). In addition, there was an increase in the purchasing power of the population. In the external environment, the low rates of growth in the European market and the terrorist attacks that have diminished the flow of tourists in Europe and negatively affected the market at the beginning of the XXI century. The first flagship stores of international luxury brands in Brazil came to the city of S?o Paulo in the neighborhood of Jardins. The first street to get luxury brands was the Oscar Freire road (in S?o Paulo) and surroundings where these stores were concentrated in the first time. Even today, this region has a large number of stores of luxury brands. However, there was a migration of them to the shopping malls or malls - businesses closed as high street stores are considered less safe for the majority of the population. Nowadays the concentration of new luxury stores is in malls of the main capitals. In the state of S?o Paulo there is the “Shopping Iguatemi”, “Cidade Jardim”, “JK Iguatemi”. In Rio de Janeiro luxury points of sale are at “Fashion Mall”, “Shopping Leblon”, “Village Mall”. In Bras?lia (the capital) most important ones are “Iguatemi” and “Magrella”. The first Mall in Brazil was opened in 1966: Iguatemi in S?o Paulo. It was soon seen as the natural successor of the specialized street and the first to receive international luxury brands. It is part of a large business group called Jereissati, which one area of activity is called Premium malls, facing socioeconomic classes A and B. In 2012 the group released another shopping mall called JK Iguatemi (related to its location on Juscelino Kubitschek Avenue) although it calls itself Premium several luxury brands are present: Chanel, Bottega Veneta, Burberry, Carolina Herrera, Christian Louboutin, Chanel, Goyard, Longchamp, Miu Mil, Prada, Rimowa, Tod's, Tory Burch. Also in Sao Paulo in May 2008 another mall was opened “Shopping Cidade Jardim”, positioned as an upscale mall it is part of the venture group JHSF. The origin of the company is in construction sector and has other shopping centers in Brazil, but not using luxury concepts. The interior and exterior architecture can be seen in the design presenting natural lighting and gardens. The stores mix combines brands Louis Vuitton, Valentino, Red Valentino, Cartier, La Martina, Canali, Prada, Gucci the biggest of Latin America, Tag Heuer, Dior and Miu Miu, Fendi, Tod's and Repetto. These malls play an important role in the luxury market in Brazil. They are poles of attraction for international brands by offering an atmosphere consistent with their image and also pulling a large flow of consumers looking for a safer environment, greater convenience and glamour for their shopping. Before the emergence of these poles of luxury, the distribution of luxury goods in Brazil relied mostly on multi-brand stores, amongst which was the pioneer Daslu. Currently been supplanted by other projects of the same type as the Magrella Brasilia and NKStore. NK store is a clothing store that also has multi own brands (Talienk, Nk and Nkfitness) located in the Jardins neighborhood of S?o Paulo. Founded in 1997 by Natalie Klein daughter of a great Brazilian business, the shop features international brands: Stella Mccartney, Marc Jacobs, Marc By Marc Jacobs, Lanvin, Balmain, Givenchy, Issa, Ala?a, Catherine Malandrino, Malandrino, Blumarine, Celine, Pucci , Phillip Lim, Alexander Wang, Isabel Marant, Maison Michael, Aur?lie Bidermann, Fiona Paxton and Moncler. Lim, Alexander Wang, Isabel Marant, Maison Michael, Aur?lie Bidermann, Fiona Paxton e Moncler. There is one Brazilian Association of Luxury (ABRAEL), recently created. The aim is to gather participants operating in Brazil and to support the development of activities related luxury. (http://www.abrael.org.br/abrael.php). Audi, A | X Armani Exchange, Breitling, Cartier, Chanel, Estee Lauder, Gucci, Hugo Boss, Salvatore Ferragamo, Tiffany & Co. and Swarovski are associated and also Brazilian brands are present in the premium segments of fashion, homeware and services. Not all luxury brands are part of the Brazilian Association. Challenges Luxury companies established in Brazil have many challenges. The major challenge is to deal with the fluctuation of the exchange rate, the dollar trade is strongly linked to the situation in the Eurozone. (Cenarios FGV, 2013). Euros and Dollars can be freely purchased in exchange offices, banks or from individuals, the price depends on the market. Upper classes use to travel and make price and product comparisons, aware of product characteristics and prices levels outside the country these consumers need to fell advantages when purchasing in Brazil. Another challenge to be faced is the inefficiency of the infrastructure. The transport of cargo is mainly done by road transport. With dimension of 8,515,767.049 km ² (IBGE, Nov/2012) Brazil has only 96,353 km of paved roads (Portal Brazil, 2013). Ocean Ports are one bottleneck in international trade and the delivery of imported goods is undermined. Imported products must present legal wording on the packaging as the registration number of the legal entity (one number per company), and depending on their nature should get a registered number with the Ministry of Health or Agriculture. The complex taxation system is based on triggering events, such as the physical entry of a product in Brazil. There are taxes that belong to the federal government, others to the State or County. The Free-on-bord price (FOB) of the product might increase between 30 and 150% depending on the category and, moreover, the taxes overlap each other in what is called cascading effect. On average, there is a charge of 20% above FOB prices called Import Tax (II), 12% on the movement of goods and services (ICMS), 7% Tax industrialization of products, and other fees with lower tax rates, called by the acronyms COFINS PIS, PASEP. Besides the heavy tax structure and insufficient infrastructure, businessmen from luxury companies in Brazil complain about the difficulty in hiring skilled employees, especially to work in retail outlets. There is a lack of sellers with good training and general culture. Brazilian brands have an extra disadvantage comparing to foreign brands because Brazilian consumers tend to put more value on imported brands. This is rooted in the colonialist period, immigration and the prohibition of imports during the dictatorship. Luxury business in Brazil should continue to grow in coming years. The Brazilian consumer would increase his knowledge about luxury brands concepts and become more demanding and comparative in their consumption choices. Luxury retailing is expanding from the original points of sale which might affect the luxury perception of some brands.

LUXURY RETAILING

Suzane Strehlau 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.10

A BIBLIOMETRIC STUDY OF FEMALE PLUS SIZE CONSUMER CHALLENGE IN THE USA AND BRAZIL

Ana Julia Büttner,Marcelo Augusto Linardi,Suzane Strehlau 글로벌지식마케팅경영학회 2019 Global Fashion Management Conference Vol.2019 No.07

In Brazil overwieght people represent 58,2%, in the USA 40% of women’s population. Plus size is a standard of USA fashion industry that applies to woman who wears more than 12, and in Brazil it begins on 44. They are frustrated, because retails provide few options and don’t understand them.

DOES COUNTRY OF ORIGIN MATTER IN FACE OF STRONG GLOBAL BRANDS?

Sergio Garrido Moraes,Vivian Iara Strehlau,Reynaldo Dannecker Cunha 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

This paper aims to compare the impact of country of origin and brand’s aspects on young consumers’ willingness to buy global brands. We chose the United States because this country is the origin of the most valuable global brands, besides arousing contradictory opinions and feelings, as well as reactions of love and hate. The brands Apple, Levi’s and McDonald's, represent products and services, all of them recognized as global and US iconic brands, at the same time: Apple has been admired and followed; McDonald’s has been used as a symbol in political demonstrations against the United States or against globalization, while some protesters wear Levi’s jeans. The tested constructs include aspects related to country of origin (Country Image, Country Affinity, Ethnocentrism) and brand (Brand Personality and Self-Brand Connection). We conducted a survey with 367 students, potential consumers of the brands, and applied Structural Equation Modelling to analyze the impacts of constructs on their willingness to buy. The results indicate that consumer-brand relationship showed greater strength and significance than other constructs, highlighting that during purchasing it is more important how the consumer perceives himself in relation to the brand than the way he perceives or feels about brand’s country of origin. We deliberately chose brands of high brand equity for analysis, but in the future, the model could be applied to low brand equity brands, not-iconic brands, other countries and its brands, and other product categories.

DOES COUNTRY OF ORIGIN MATTER IN FACE OF STRONG GLOBAL BRANDS?

Sergio Garrido Moraes,Vivian Iara Strehlau,Reynaldo Dannecker Cunha 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.2

This paper aims to compare the impact of country of origin and brand’s aspects on young consumers’ willingness to buy global brands. We chose the United States because this country is the origin of the most valuable global brands, besides arousing contradictory opinions and feelings, as well as reactions of love and hate. The brands Apple, Levi’s and McDonald's, represent products and services, all of them recognized as global and US iconic brands, at the same time: Apple has been admired and followed; McDonald’s has been used as a symbol in political demonstrations against the United States or against globalization, while some protesters wear Levi’s jeans. The tested constructs include aspects related to country of origin (Country Image, Country Affinity, Ethnocentrism) and brand (Brand Personality and Self-Brand Connection). We conducted a survey with 367 students, potential consumers of the brands, and applied Structural Equation Modelling to analyze the impacts of constructs on their willingness to buy. The results indicate that consumer-brand relationship showed greater strength and significance than other constructs, highlighting that during purchasing it is more important how the consumer perceives himself in relation to the brand than the way he perceives or feels about brand’s country of origin. We deliberately chose brands of high brand equity for analysis, but in the future, the model could be applied to low brand equity brands, not-iconic brands, other countries and its brands, and other product categories.

SELF-COUNTRY CONNECTION: DEVELOPMENT AND VALIDATION OF A SCALE

Sergio Garrido Moraes,Vivian Iara Strehlau,J?lio C?sar Bastos de Figueiredo 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

The research on country of origin effect (COO) has been oriented lately towards the characteristics of the consumer. As a result, in recent years there has been a growing number of publications dealing with consumer dispositions in the consumption of local or global brands (ethnocentrism, nationalism, patriotism, cosmopolitanism, xenocentrism). To contribute to the research, we conceptualize the Self-Country Connection (SCC) construct, based on the extended self theory, considering the country as one more possession that can be added to the individual’s self. We developed the scale generating items based on literature review and qualitative research. Specialists in marketing and international consumer behavior refined the items. Followed the exploratory and confirmatory factor analysis, analysis of discriminant, nomological and predictive validities, which obtained satisfactory results, in addition to the two-month interval testretest. The scale has two versions and can be used both to access the consumer's selfconnection with the home country and with foreign countries. The SCC scale can be used with other established scales, such as CETSCALE, COS, among others, to understand better the consumer behavior and improving market segmentation.

CONSUMER DISPOSITIONS IN MULTICULTURAL CONTEXTS: A FRAMEWORK PROPOSITION

Mariana Bussab Porto-da-Rocha,Sergio Garrido Moraes,Miriam Ta?s Salom?o,Vivian Iara Strehlau 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Globalization has coined cultural flows across national borders, resulting in different behaviors towards foreign products. Different approaches explain consumption in multicultural contexts such as consumer disposition. Based on literature review, this study organizes different dispositions constructs in relation to one’s own country and to foreign countries proposing a conceptual framework.