'American Luxury Brand Case Studies Essay\r'

'Arrowood Times atomic number 18 non promising for b free outique American wine-colouredries, with some an early(a)(prenominal) closing, plowing nether their fields, or merchandising | | | |out to larger interests who pass the resources to stick up the down market. The oecumenic glut of wine grapes from a | | | | conquestion of bumper harvests, change magnitude arguing from bottom tier and trim represent imports (among them Chile, Australia and| | | |South Africa) has California in a tailspin. There is also a Californian producer nicknamed â€Å"Two Buck draw” selling wines at | | | |US-3/bottle, 10 trillion bottles sold in the USA so furthermost this course al wiz.\r\n other indication is the f distri hardlyively in demand for organic | | | |produce. During the boom long time, consumers were prep ard to pay insurance indemnity impairments for certified organic fruits and vegetables. | | | |Only the most efficient and well-managed farms will survive the fall ap subterfuge of that piece of market, which also supplies | | | |grapes to the organic winemakers. | | | | | | | |Arrowood typifies the keen boutique Sonoma winery: in problem 15 long time, their name made on well-regarded wines in low | | | | outpution from a beautiful state-of-the-art facility. The s oil colour is forever fully subscribed for its y primeval restrict edition | | | |bottlings.\r\nThe gild cannot surrender its bounty lettre de cachet by dorsuming tally on determine, which begins at /bottle from the | | | |winery, nobleer(prenominal) at retail. Two stratums past Arrowood unsuccessfully attempted to position unsanctified-end Syrah as a raw(a) trend, charging| | | | hurts comparable to proud-end Cabernets. The human beings was not so easily convinced. pauperization is down for their commercial | | | | harvest-tideion, and at present they start inventory of Syrahs, which can’t be offered at less than authoritatively asked, without de valuing | | | |the tag. | | | | | | | | trump & international ampere; Co. | | | | | | | |\r\nBest & Co., originally a multi-storied department blood on Lower Fifth Avenue, New York City, stayed in business for nearly a| | | | light speed in the lead closing its doors in the 1960s. point exclusively for children, Best relaunched two years agone under the brand-new| | | |stewardship of Susie Hilfiger. The legacy crack was renowned for its beautiful flavor merchandise and exceptional guest | | | | serving, founded upon the persuasion that children are important. Hilfiger capable a computerized axial tomography store, resurrecting the original | | | |logos and interior design, and by and by added a high-end boutique in Bergdorf Goodman’s Manhattan location.\r\nIn addition, | | | |the company has both on descent and catalogue channels for offering their fair take in of house stakes and imports. | | | | | | | |Blackglama This Seattle- base fur cooperative na turalised its mug with the highly regarded â€Å"What Becomes a romance Most? ” | | | |campaign, almost thirty years ago. A spinoff of the prove tick named American Legend Mink, Blackglama created its provoker | | | | perceptual experience by draws with personalities of international stature, among them Callas, Dietrich, Garbo, Hepburn, Loren | | | |and Pavarotti, captured in artistic grim and white photography.\r\nSince 2002 the commemorate has reinforced its licence with the | | | |relaunch of its classic campaign featuring an international super copy. throughout its brand life, Blackglama has been | | | |uncompromising in price, worldliness and lineament, always holding to the top tier. A true American lavishness brand. | | | | | | | |Cadillac Cadillac Motors, which later(prenominal) became a variance of General Motors, dates from the early days of mass-produced | | | |automobiles. It is the oldest surviving American luxury auto brand.\r\nOnce a synonym for the highest quality in vehicles, by the| | | |1950s the brand had become the favorite of Texan oil millionaires, Arab potentates and Elvis Presley, who ha twatually gave | | | |them away by the dozens to his entourage. Cadillac began to miss market share in the 70s with increase competition from | | | |Ford’s capital of Nebraska division, and the introduction of other luxury vehicles †in the beginning of Japanese manufacture- who marketed to a | | | |younger, newly-affluent demographic. Cadillac unsuccessfully responded by attempting a downsized model, Cimarron, 1982-88, | | | |driving brand apprehension lower.\r\n at present, Cadillac is perceived as retiree’s car, while it retains around small segment of the | | | |limousine business. A partnership with Pininfarina 1987-1993 produced a visionary prototype, Alante, intended to compete with| | | |the Mercedes SL. Cadillac launched the Escalade, a hybrid SUV in 2000. In at present’s hyper-competitive en vironment with a | | | | modality of weakened sales on all fronts, the glory days of a top-tier luxury brand seem to be history. In an attempt to | | | |recapture the magic, this summer Cadillac disclosed a ,000 limited-production 2-seat sportscar, the XLR.\r\n| | | | | | | |Callaway Clubs This maker of high end play clubs since 1982 has a reputation as the exceed in the business. They scored | | | |a major product success story in the mid-nineties with their signature top-of-the-line â€Å" elephantine Bertha” titanium driver, a technological| | | |innovation which transformed the cripp lead through its distance-enhancing features. They continue to expand their line of clubs, | | | |but low-end brand extensions such as active wear, luggage and ftwear counter Callaway from reaching the highest luxury | | | |tier.\r\n| | | | | | | |Harley-Davidson The iconic American motorcycle hold waters a proud history, fixed product quality and a high price point. In | | | |the fa ce of increased competition in 1987, Harley sent a management team to Japan to collect about superior production | | | |techniques. Today’s median customer is 55 years old, a buyer who recognizes that the brand personifies the outlaw | | | |sensibilities, romance of the open road, and the American Dream of unbridled freedom. However, legion(predicate) brand extensions and | | | |licenses, many of them downmarket, i. e. cigarettes and clocks, have kept Harley in the middle levels of the luxury category.\r\n| | | | | | | |Hamilton An American watchmaker, founded in 1892 in Lancaster, PA, cognise for innovative causa design and watch technology. | | | |Hamilton today is a member of The Swatch Group, the largest watch producer and electrical distributor in the world, frankincense losing some of | | | |its uniquely American imprint. Association with Hollywood movies handle â€Å"Men In Black”, and an accession level price point of under| | | |0 keeps the company sm all of luxury. exactly superior collectible designs and a high historical profile, including introducing | | | |Pulsar, the world’s graduation exercise digital watch, suggest a brand occasionally skirting the luxury franchise.\r\n| | | | | | | | dope A classic instance of brand hijacking, where consumers attach attributes to a product that its manufacturer never | | | |intended. The Humvee originated as a administration contract vehicle, designed for the military. Survivalists, conservatives, and| | | |yuppies adopted it as their signature icon vehicle, with some cachet attached to its 0,000 price tag. It has since become the| | | | tit car of choice, and a popular shape vehicle.\r\nAfter unexpected market demand, heater †an Indiana-based division of GM-| | | | newly introduced two low-cost, downsized models in the ,000 range, thus moving the brand downstairs its prior designation as | | | | tribute luxury. | | | | | | | |Hyatt An interesting attempt in improvemen t to reach the luxury lodging infinite in Europe. Hyatt’s new five-star pose Hyatt | | | |Paris-Vendome hotel hopes to compete with properties such as the Ritz, Georges V, and Au Duc de Lorraine. They break from the| | | |tradition of Belle Epoque trend, relying on modern design, younger staff, while continuing to stress depression-class | | | |service.\r\nIt’s a doughty undertaking, what with their existing perception as a middle-level American hospitality brand. It takes| | | | some(prenominal) years to establish a hotel property, so the jury will be out for some time. | | | | | | | |Kiehl’s A family-owned pharmacy, in business since 1851 at the same item-by-item NYC location, manufacturing its own vast, | | | |proprietary line of bark care products. The company has reinforced some distribution at other retail outlets. Brand image relies | | | |on generic style packaging and no advertise, a high service and satisfaction proposition, product integrit y and community | | | |involvement.\r\nKiehl’s nail product focus, body care products, occupies a space at the mid-level price point, thus holding | | | |it, perception-wise, a tier downstairs the luxury category, despite department store outlets in the luxury cosmetics area. In | | | | fresh history the brand has gained a religious cult following in the entertainment industry, and stars have consequently promoted the | | | |product line. In retort to improved demand, Kiehl’s recently began a retail expansion in 8 cities with their own | | | |storefronts, designed to resemble a traditional pharmacy.\r\nKiehl’s also created an equine line of show-quality standard | | | |grooming products for horses and ponies. The association with the equestrian world adds some high value perception to the | | | |brand, despite its mid-range price point and no-image packaging. | | | | | | | |Lincoln This ubiquitous sub-brand was created by Ford to compete with Cadillac†™s luxury franchise. It has since supplanted | | | |Cadillac as preferred limousine brand and is now primarily associated with the ‘town car’, on which most high-end car service| | | |fleets are built.\r\nTwo years ago Lincoln attempted to create a hybrid fusion vehicle called the Blackwood, which one critic | | | |called â€Å"neither practical lam nor luxury-car stand-in”, and the model was in release only one year before being | | | |discontinued. Lincoln has benefited from the launch of a successful SUV called Navigator. | | | | | | | |Net special Ks This company is the premier supplier in the private jet acid category, with the largest market share, every(prenominal)where | | | |fifty part worldwide.\r\nNetJets sells partial or full shares in new jet ownership to collective clients and individuals with | | | |a high net value of million or more. The business model is a unique one, with a fig of avenues for tax advantage, and with| | | |a transcr iption of redemption and plan conversion guarantees starting at the low end for about 5,000 per year. NetJets is entirely owned | | | |by Berkshire Hathaway, whose boss warren Buffet was originally a fulfil NetJets customer. He eventually purchased the | | | |entire company, and his mysterious pockets back the undertaking.\r\nNetJets dominates the category, with a fleet of over 450 new, | | ||luxurious aircraft of varying capacities and distance capabilities, a sister company in Europe, in-house sanctuary and training | | | |programs and its own team of meteorologists and dispatchers. No other jet transportation provider in the world can compare. | | | |In fact, competing firms are struggling with older aircraft and anaemic balance sheets. As a system to take more business | | | |from the small charter companies, NetJets adopted the Marquis Jet Card, a lower price point, lower minimum dollar | | | |entry-level commitment available in units as small as 0,000.\r\nThe card ha s performed significantly better than projected. The | | | |company markets itself as the utmost in safety, encourage and security, partnering with Ritz Carlton for service staff | | | |training, and the Mayo Clinic for on-demand medical exam resources. Advertising and brand messaging are quite confused, delivering| | | |multiple c oncepts often at odds with each other. But advertising probably does not figure greatly in NetJets’ success. The | | | |most frequently comprehend challenge to their sales people concerns high cost; an inflexible and uncompromising pricing policy has| | | |stood the brand well.\r\nPlus, Buffet’s ownership is enough to convey the bill and support luxury prestige conferred by | | | |association with the world’s stand by richest man. | | | | | | | |Panavision This company has an unblemished 50 year reputation for providing the o.k.st quality cameras and lenses for the | | | |motion describe industry. While not widely known to th e general public, Panavision’s reach is world-wide and international in | | | |the consider community, regarded as the best in its category. | | | | | | | |Ritz Carlton The respected hotel compass was acquired in 1998 by Marriott, after a period of expansion into new locations and | | | |properties.\r\nThe original Boston hotel was immortalized by F. Scott Fitzgerald in the short story â€Å"The Diamond As Big As The | | | |Ritz”. Upholding a standard of truth in service, the company motto is â€Å"We are Ladies and Gentlemen serving Ladies and | | | |Gentlemen. ” The company prides itself on its bills Standards, a highly refined system of directives which each employee must | | | |know and understand, a proven technique developed to sustain the brand’s preeminence. Ritz Carlton partners with NetJets in | | | | race service training, an indication of the exacting standards this fine business model upholds.\r\n| | | | | | | |rosewood Hotels & Reso rts Founded in 1987 by Caroline Rose Hunt of Dallas, Texas. â€Å"The moment guests set foot in one of our | | | |hotels or resorts they enter a private world of rarefied and refined luxury. At the heart of each property is our dedication to | | | |uncompromising quality and exemplary personal service. ” The winner of numerous industry and media awards, Rosewood has trophy| | | |properties in the USA, the Caribbean, Asia and the Middle East. A solid premium luxury brand. | | | | | | | |St.\r\nRegis The premium luxury division of the Starwood Group, who also run the Westin and W brands, among a range of niche | | | |hospitality groups. Another division, called The Luxury Collection, falls lower in the actual luxury category, bringing | | | |in concert over 70 international properties, many from the Sheraton Group. St. Regis is a good example of a counterfeit brand, | | | |who bases its reputation on a single legacy property built in 1904. The actual property was acquired by St arwood in 1998, and| | | |the parent company currently added properties under the St. Regis brand name in nine other cities.\r\nThe flagship NY property and | | | |its affiliates worldwide do reflect the highest standards of hospitality, and so far in their short history be the | | | |luxury designation. | | | | | | | |Technicolor The company rose to gibbousness providing the highest quality in celluloid film stock and processing in an 80-year| | | |franchise, as unchallenged category leader. Technicolor has high associations with the well-fixed Age of post WWII cinema. The | | | |company has capable much of its business to new technologies, but it may be the end of their brand domination owing to | | | |inroads made by competitive digital imaging providers.\r\n| | | | | | | |Tiffany The quintessential American brand, with old world style and Beaux graphicss luxury associations dating back to 1837. | | | |Tiffany’s first store opened in NYC with a policy that every artic le be marked with a non-negotiable selling price, | | | |accompanied by a guarantee of exceptional quality and customer satisfaction. The company soon innovated the signature blue | | | |bag and sales by catalog. Towards the turn of the century Louis Comfort Tiffany further grew the brand’s prestige with | | | |breathtaking Art Nouveau experimentations in lamps and glasswork.\r\nRobber barons relied on Tiffany for everything from fine | | | |china, leaded glass windows, silver goods and graven stationery to opulent gems. During his 30 year tenure, the legendary | | | |Jean Schlumberger added to the company’s lustre with his elegant and sophisticated jewelry, which have brilliant | | | |craftsmanship and superior audition in materials. Tiffany’s democratization began in the 1950s when Truman Capote’s story, | | | |â€Å" eat at Tiffany’s” turned the brand into a household word.\r\nAs Schlumberger’s career began to wane in the 1970s, | | | |Tiffany’s classical glamour began to fade, and the firm desire renewal by releasing a signature fragrance, a puzzling and | | | | mismated brand extension which seems at odds with the original franchise. Other attempts to create new magic for the brand| | | |include the licensing of designs by Paloma Picasso, whose family name carries the cachet of fine art; but her designs for | | | |silver earrings brought brand perception downmarket, as did comparable designs by Elsa Peretti at a similar low price point.\r\n| | | |Tiffany’s history barely reconciles today with its current state: a brand gone slightly south, with a tripping memory of a | | | |company who once popularized the iconic myth of The Tiffany Diamond. However, Tiffany’s recent financial performance is a | | | |success story. The stock price has gone from to in the last 12 months, validating the mass-merchandising strategy with | | | |bottom-line results. | | | | | | | |Wolfgang Puck A gradua l downmarket slide.\r\nPuck’s origins as a celebrity chef in California led to his first brand extension | | | |as author of a best-selling cookbook. Excerpted from his sack up site, â€Å"…the culinary empire he has built since the early 1980s | | | |consists of: the group of fine dining restaurants through which he first rose to prominence; his extensive cater and | | | |events business, which gains international attention through its flagship event, the yearly Governors Ball following the | | | |\r\nOscars; and Wolfgang Puck Worldwide, Inc., the great deal that controls the Wolfgang Puck® brand in areas as diverse as | | | |casual and quick-service dining, consumer package aliments, cookware, book publishing, television, radio and internet | | | |programming, and other franchising, licensing, and merchandising activities. ” Puck’s comportment in packaged frozen fare | | | |products, his industrial-sized Las Vegas location and 75 fast food airp ort franchises weigh heavily on his former luxury | | | |cachet. He is no longer luxury, simply a high-end mass-market conglomerate.\r\n| | | | | | | | chivvy Winston Sparse, well-chosen high-ticket, high-visibility advertising and promotion has helped this premium luxury brand| | | |maintain its associations with opulence, new money, and decadence.\r\nWhile Winston has the biggest and most valuable stones, | | | |its designs are no longer considered the most funny artistically, simply extravagant, perhaps a bit vulgar. Harry | | | |Winston Ultimate Timepieces, founded in 1998 and based in Geneva, has introduced the new ,000 Opus unmatched Tourbillon watch, | | | |enclosed in a atomic number 78 casing, garlanded in gold and diamonds, with Swiss movement.\r\nThe parent company will always be | | | |associated with the Hope Diamond, which it acquired in 1949 and later donated to the Smithsonian Institution. Could it be | | | |that the brand is tainted or dragged downmarket by associ ations with rappers, celebrity athletes, Texan oil millionaires and | | | |curvaceous film starlets on Oscar shadow?\r\n'