Research on the Marketing Strategy of the Branch Products of Luxury Brands - Taking Maison Margiela's Perfume Product Line as an Example

Ziqing Que

doi:10.54254/2754-1169/53/20230780

Research Article

Open access

Published on 1 December 2023

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Que,Z. (2023). Research on the Marketing Strategy of the Branch Products of Luxury Brands - Taking Maison Margiela's Perfume Product Line as an Example. Advances in Economics, Management and Political Sciences,53,16-24.

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Research on the Marketing Strategy of the Branch Products of Luxury Brands - Taking Maison Margiela's Perfume Product Line as an Example

Ziqing Que *^,1,

¹ Business School, University of New South Wales, Sydney, Australia

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/53/20230780

Abstract

As the digital age continues to evolve, the way luxury fashion brands market themselves has changed. With the traditional way of selling may not be able to target the needs of consumers in the current era well, companies need to constantly transform and upgrade their marketing strategies. Nowdays, luxury brands are shifting lots of their marketing resources from tranditional to digital communciation chnnels. Given the consumption habits of today’s consumers, conventional marketing methods may not be able to meet the needs of consumers in this era as well as they should. Thus, companies needs to constanly change and upgrade their marketing stratrgies.The purpose of this research paper is to analyse the reasons behind Maison Margiela perfume products being out of the loop in the luxury industry for a period of time as well as its marketing strategy for the product creating a lesson to be learnt from other products lines of the brand. The case study analyses the product concept, product strategy, marketing strategy and online and offline placement of the Maison Margiela No.3 perfume product line, analyses the marketing approach of the No.3 product line that went out of the circle, and side by side explores the brand's insufficient operation of other product lines.

Keywords

Maison Margiela, luxury brand marketing, consumer behavior, brand transformation

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References

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About volume

Volume title: Proceedings of the 2nd International Conference on Financial Technology and Business Analysis

Conference website: https://www.icftba.org/

ISBN：978-1-83558-153-7(Print) / 978-1-83558-154-4(Online)

Conference date: 8 November 2023

Editor：Javier Cifuentes-Faura

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.53

ISSN：2754-1169(Print) / 2754-1177(Online)

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