COUNTERFEITING, BRAND AND PRODUCT VALUE: TOWARD A METHODOLOGY FOR NPD PROCESS IN THE LUXURY MARKET

Gaetano Aiello,Romeo Bandinelli,Raffaele Donvito,Rinaldo Rinaldi 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.5

The luxury market is surely one of the most affected areas by the counterfeiting phenomenon. The presence of fake goods means very often a financial loss for companies, both in terms of reduced turnover, but also in terms of intangible losses (i.e. brand value reduction). This phenomenon has led companies, in the last years, to ask their New Product Development (NPD) division if and how it was possible to develop unique products, difficult or even impossible to replicate, and how to help customers in the identification of authentic goods versus fake ones. The authors propose a model to support fashion companies for developing anti-counterfeiting solutions since the NPD phases in order to deal with the effect of black and grey market and preserve their brand and products values.

The paradox of odd-even price in fashion luxury sector: Empirical evidence from an international direct observation of luxury stores

Gaetano Aiello,Raffaele Donvito,Virginia Vannucci,Beverly Wagner,Juliette Wilson 한국마케팅과학회 2018 Journal of Global Fashion Marketing Vol.9 No.3

Price has always had a key role in the luxury fashion market, because high prices are linked to the uniqueness and the prestige of luxury products and brands. Because of this direct contribution of price to the luxury essence, scholars have partially neglected the possible existence of unintuitive and controversial pricing strategies followed by luxury firms. This article deals with this literature gap, particularly analyzing a specific pricing strategy that seems to be in contrast with the nature of luxury pricing: the odd-even price (OEP). With the direct observation of physical and digital store windows of 20 luxury brands, this research investigates the role of OEP in the fashion luxury sector. Particularly, this work examines the relationship between the OEP strategy and the luxury level of fashion brands considering both offline and online channels.

COUNTERFEITING, BRAND AND PRODUCT VALUE: TOWARD A METHODOLOGY FOR NPD PROCESS IN THE LUXURY MARKET

Gaetano Aiello,Romeo Bandinelli,Raffaele Donvito,Rinaldo Rinaldi 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

The luxury market is surely one of the most affected areas by the counterfeiting phenomenon. The presence of fake goods means very often a financial loss for companies, both in terms of reduced turnover, but also in terms of intangible losses (i.e. brand value reduction). This phenomenon has led companies, in the last years, to ask their New Product Development (NPD) division if and how it was possible to develop unique products, difficult or even impossible to replicate, and how to help customers in the identification of authentic goods versus fake ones. The authors propose a model to support fashion companies for developing anti-counterfeiting solutions since the NPD phases in order to deal with the effect of black and grey market and preserve their brand and products values.

THE LUXURY DIMENSIONS IN THE AREA OF SOCIAL MEDIA:AN EXPLORATION OF LUXURY BRANDS ASSOCIATIONS

Gaetano Aiello,Raffaele Donvito,Valentina Mazzoli,Laura Grazzini 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

The aim of this paper is to investigate, through a content analysis, the communication strategies used by luxury fashion brands on Twitter and the related Twitter eWOM, with the purpose to identify brand associations compared to luxury dimensions considered in literature (De Barnier et al. 2012; Godey et al. 2014). Within the luxury fashion environment, where every detail is meaningful and, consequently, every single word matters, this study attempts to provide a contribution into the field of luxury advertising, by comparing semantic fields of words chosen by digital fashion marketers and by popular fashion bloggers to the dimensions that define the luxury construct in luxury literature.

THE ODD EVEN PRICE PARADOX IN THE FASHION LUXURY SECTOR

Gaetano Aiello,Raffaele Donvito,Virginia Vannucci,Beverly Wagner,Juliette Wilson 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

Price has always had a key role in the luxury fashion market, because high prices are linked to the prestige of luxury products. Because of this, scholars have neglected the possible existence of unintuitive and controversial pricing strategies followed by luxury firms. This article deals with this literature gap, analysing the odd even price strategy. With the direct observation of physical and digital store windows of 20 luxury brands, this research examines the relationship between odd even price strategy and the luxury level of fashion brands considering both offline and online channels

An international comparison of “Made in Italy” in the fashion, furniture and food sectors: An observational research study in France, Russia and The United Kingdom

Gaetano Aiello,Raffaele Donvito,Laura Grazzini,Chris Halliburton,Beverly Wagner,Juliette Wilson,Bruno Godey,Daniele Pederzoli,Iana Shokola 한국마케팅과학회 2015 Journal of Global Fashion Marketing Vol.6 No.2

The aim of this paper is to analyze how Made in Italy products are retailed in theinternational markets. The research investigates the level of coherence between Italycountry image and the image of the stores where Italian brands are sold abroad; thefocus is about the internationalization process of Italian firms producing anddistributing high value goods in the fashion, furniture, food sectors with an explicitItalian Country-of-Origin (COO). The existent literature has considered and analyzedthe relationships between Brand and COO and its effect on consumers’ perceptions andbehavior. However, less attention has been devoted in the understanding of theinteraction between COO and point of sales. On the empirical side, using anobservational methodology, the research investigates nine mono-brand and multibrandretail stores in three international markets (France, Russia and The UnitedKingdom). Main findings show various degrees of the coherence level between thepoint of sales and Italian country image. In terms of managerial implications, theauthors suggest value offer proposals with a positive Country image should emphasizenot only brand and COO explicit connections but also recall the Country image in thestore.

EXCLUSIVITY VERSUS ACCESSIBILITY: CAN SOCIAL MEDIA REPRESENT AN OPPORTUNITY FOR LUXURY BRANDS IN ITALY?

Gaetano Aiello,Raffaele Donvito,Diletta Acuti,Valentina Mazzoli 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

In recent years, the spread of social media and other digital tools and its massive acceptance have revolutionized marketing practices such as advertising and promotion (Hanna, Rohn and Crittenden, 2011) by changing the approach of communication between consumers and brands (Henkkig-Thurau et al. 2004) and the sources of information about products, services or brands for consumers (Kozinets, 1999). On the one hand, these changes have provided consumers of the additional power to influence other buyers by sharing ideas and experiences about products, services or brands (Ioanăs & Stoica 2014). On the other hand social media websites allow business to engage and interact with users by increasing sense of intimacy with consumers and building strong relationships with potential customers (Mersey et al. 2010). Therefore, the incomparable efficiency of social media has induced industry leaders to participate in Facebook, Twitter, Instagram and others, with the aim to succeed in online environments (Kaplan and Haenlein 2010). Furthermore, brands are motivated to develop social network campaigns for gathering consumers’ personal information useful to targeting or personalising future marketing strategies (Noort, Anthenius and Verlegh, 2014). This situation have brought many authors, especially interested in luxury industry, to investigate on social media as a new way for luxury firms to communicate with consumers and influence their purchases. One of the main objectives for literature was to understand if luxury products, related to prestige, uniqueness and exclusivity values, could be express using channels accessible to everyone, such as social media. Indeed, in this era of the “democratization of luxury” (Atwal and Williams 2009), luxury brands are dealing with the challenge of using mass marketing tools and at the same time emphasizing the exclusivity dimension of their products (Okonkwo 2010). So as Hennigs states: “As the virtual environment is a place where images, videos and opinions circulate regardless of brand ownership, is it possible to keep a sense of exclusivity around a luxury brand?” (Hennigs, Wiedmann and Klarmann 2012 p. 30). In Italy, the digital population keep growing and the time spent in front of digital devices is increasing; people is becoming more familiar with e-commerce and as a consequence the communication of firms is more transparent (The Boston Consulting Group 2011). In this perspective, this paper aims to analyse the impact of social media marketing on brand equity and consumer behaviour within the Italian luxury economy. Our research has tried to understand this phenomenon from two perspectives; on the one hand, authors have observed digital marketing strategies of some luxury firms, emphasizing the way these brands use social network to promote their products, their special events or their stories. On the other hand, researchers have studied consumers’ approaches to social networks through a survey (Chisnall 1993) delivered to a sample of Italian respondents. The goal of the research is to show how social media have been used by five luxury brands and how they can influence luxury brand equity, by affecting Italian consumer behaviour. With this objective, the authors have analysed the composition of the sample that is active on social networks in order to gather useful demographic information about users. Moreover, this research has been important to discover the most popular platforms for Italian users and the response of some of the major international luxury brands in terms of contents shared on specific social networks. In addition, the survey has represented a great opportunity to understand the influence of social network on consumer behaviour, seeking to measure cognitive, affective and conative responses (Laroche and Mourali 005).

NETWORK AND SUSTAINABLE FASHION MANAGEMENT: A COMPARISON BETWEEN TWO PERSPECTIVES WITHIN REUSE AND RECYCLE.

Gaetano Aiello,Raffaele Donvito,Valentina Mazzoli,Diletta Acuti 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

The aim of this research is to investigate firms network of sustainability and fashion management, considering two different perspectives: the provider of waste and the user of waste point of views. This paper, based on a multiple case analysis, tries to find out an integrated way to reduce the environmental impact of fashion firm activities, exploiting a networked supply chain and different subjects along the value chain. This work finally provides two different approaches to sustainability linked to the different business models of the two firms analysed. According to authors’ perspective these two actors represent meaningful examples of successful networked supply chains members showing how an enterprise could reduce its environmental impact becoming an active part of a networked scenario.

Creativity and passion between global branding and country of origin roots

Aiello Gaetano,Raffaele Donvito,Tiziano Vescovi 한국마케팅과학회 2013 마케팅과학연구 Vol.23 No.4

This special issue of the Journal of Global Scholars of Marketing Science, “Creativity and Passion between Global Branding and Country of Origin Roots”, includes five articles selected from papers presented during the IMTC/KSMS Joint Symposium 2012Global Marketing Conference held from 19 to 22 July 2012. The articles in this special issue consider recent issues in marketing theory, research, and practice which are of interest for marketing scholars and readers around the globe. Special issue topics embrace brand – consumer relationships in a global environment, country-of-origin impact on business-to-consumer and business-to-business markets, and creativity at the territorial level from a network perspective.

The relationship between the territory and fashion events: The case of Florence and Pitti Immagine fashion fairs

Gaetano Aiello,Raffaele Donvito,Laura Grazzini,Elisa Petrucci 한국마케팅과학회 2016 Journal of Global Fashion Marketing Vol.7 No.3

The aim of the paper is to analyze the relationship between fashion events and the territory where they take place, focusing on how this relationship can also affect fashion consumers’ behavior. History and culture, together with creativity and innovation, represent the distinctive traits of global fashion cities; at the same time, these characteristics are the basis of fashion industry, which combine past, present and future in a constant stage of renewal. On the empirical side, using a qualitative methodology, the research presents a case study, investigating the relationship among the city of Florence and its most important fashion events, Pitti Immagine fairs. Main findings show the distinctive elements of these events, highlighting the strong synergy and the mutual influence between Pitti Immagine fashion events and the territory of Florence. In terms of managerial implications, the authors suggest the existence of a mutual effect between the Florentine city and Pitti Immagine, both in terms of enhancement of the reputation and in terms of influence on fashion consumers’ behavior, acting in this territory.