Positioning of Designer Clothing Brands in UK Market Assignment

Positioning of Designer Clothing Brands in UK Market - Assignment Example LVMH Moet Hennessy Louis Vuitton posted a 2005 revenue rise to 13.90 or 9.57 billion from the previous year's 12.48. Next, in September 92006) reported as first half pre-tax profits of 1.519 billion, 45 percent coming online. Gucci, under the Paris-based PPR SA that also houses Yves Saint Laurent, Fnac and Surcouf, is included in the report of PPR SA with a 2006 July-September revenue of 4.26 billion or $5.35 billion (AP, 2006). British, UK or London fashion have always been set apart despite the forces of non-UK brands, specifically European or American, and segmentation has actually been categorised as: McFashion, UK or London style, international superbrands, and the micro markets (Priest, 2005). Coined by Lee (2003) after the McDonald marketing phenomenon of uniformity and predictability, McFashion has been classified as disposable, quick fix international fashion, trendy, and affordable by the mass market. Other qualities of McFashion may include star qualities that shine and busts in a short period, or those which fill high street cheap chic stores working to formulas. These had been described as the speedy trickle down version of high couture exemplified by celebrities that are replicated, but not exactly copied to give room for versatility, in a matter of ten minutes (Lee, 2003, and Jackson, 2006). Brands of this nature include items that are found and purchased at Gap, H & M, Zara, Marks and Spence r, Arcadia group, Asda, Tesco, Sainsbury, Primark and New Look (Priest, 2005). International superbrands include designer brands that are familiar in most major cities of the world that include Giorgio Armani, Yves Saint Laurent, Gucci, Guess, Burberry, Louis Vuitton, and Veneta Bottega, Chanel, among others and are at the opposite side of the polarised UK market. As couture is the word, it has been suggested to be incorporated with designer label (Priest, 2005) with the message that the label is critical, super-luxury, rarity and quality. Despite its characteristics, these designer labels remain big business with high stakes as influenced by class, film and music stars, sports personalities and everything glamour. Driven by the media circus, couture and ready-to-wear shows, international houses acknowledge of limited loyal customers, barely 200 with majority of sales as wedding dresses (Priest, 2005). Mintel reported that UK men and women spent 1.4 billion on these items in 2002 yet its value kept rising up to 40 percent with prices at premium. Women accounted for 57 percent of purchase. Interestingly, rarity on designer labels is slowly if not yet phased out as Tim Jackson (2002) from the London College of fashion quoted foremost names in fashion superlabels Tom Ford of PPR acknowledging globalisation as inevitable, John Marc Simon of Comite Colbert and Daniel Triboulliard specify China, Taiwan and Korea as the major destinations of the majority of luxury labels. In these instances, acceleration of new wealth in new markets as well as the global fusion of what people and consumers watch on their movies, television and media emerged as the driving forces as growth is the main target of all major designer houses. Likewise, higher level of taste, education and worldliness as a result of education, travel and growing sophistication are the other forces that define new middle market customers that are ready to pay for premium, well-designed

Death of a Salesman Research Paper Example | Topics and Well Written Essays - 1500 words

Death of a Salesman - Research Paper Example Out of the many themes like nostalgia ,opportunity, madness, gender differences, growth, capitalism and hazards of modernity, the most interesting and important one is ‘capitalism’ which leads to unprecedented consumerism and the growth of an infectious thought that money is important than everything else in life. Willy Lowman, the hero of the play is a victim of ruthless capitalism. His end is tragic and he is the representative of millions of helpless people who are thrown out by a system whom they have served for a lifetime. In the beginning of the play we see him as an exhausted man of 60 years, who has been fired out of his company for making no profit. This event itself points to the corporate world which gives no place for sentiments or personal relationship. Willy Lowman is the cross section of an ordinary American salesman who had to earn his living by the smile of his face and the shine of his shoes. The most touching moments of the play are though his efforts were mercilessly denounced by the capitalist world, he continues to be loyal to the system until his death. Another pathetic reality is that nobody attended Willy’s funeral. ... The dark shades of capitalism and business have been projected throughout the play. When Willy is fired from his job, his boss Howard says â€Å"you gotta admit, business is business† (Act II, 65). This comment of Howard shows that profit is what matters and there is no room for friendship or sentiments. Willy argues in vain â€Å"you can’t eat the orange and throw the peel away, a man is not a piece of fruit† (67). In this scene Miller blames the inhumane and impersonal nature of capitalism. Even though Howard very well knows Willy’s financial situation that he has no salary and no commissions, his wife does not work, and he is a travelling salesman who cannot drive any longer, Howard still encourages Willy to by a wire recorder. This scene brings out the ridiculing attitude of the capitalist society toward someone who is now useless, forgetting their long term service and sincerity that built up the corporate domain. Miller does not attempt to attack cap italism in his play. But he blames Willy’s unprofessional attitude for his failure. Willy is incompetent to be a good salesman anymore. He has lied to Howard to cling on to the office as well as he says Bernard will not succeed as he lacks charm. As Sterling points out, time proves that Bernard earns a successful life due to his hard work and personality and charm takes his two sons ‘nowhere in the business world’ (6). The play revolves around the objective of making money, and in that rat-race everything else is trivialized. In the attempt to actualize the American dream, it gets corrupted by a visionless society filled with poverty and suffering. The play shows the mentality of people driven by