Marketing Survey-Martin Margiela

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Consumer Behaviour Group project Consumer of luxury goods

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Hugo Cotton Kieran O‟Leary Florent Bourrely Vincent Brass

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Martin Margiela: A discrete but renown fashion designer

• • First collection in 1988 A brand that makes no marketing. No one ever sees Martin Margiela, the founder Minimalist spirit: from the creations to the corners

Jewels

Flagrance

MMM

Ready to wear

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Haute couture

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A quick overview of their creations

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Theoretical model

Consumer of luxury goods

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Consumption drivers – Individual dimension

Uniqueness

“Indicator of the exceptional exclusivity and scarcity of a luxury product or service” E.g. Limited edition

Hedonism

“Capacity of a luxury product to satisfy an emotional desire for sensory gratification”

 Differentiation  Feel privileged

E.g. Advertising based on sensory pleasure

 Excitement of buying Pleasure of consuming

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Consumption drivers – Financial dimension

Price

Financial indicator of the value (quality, exclusivity…) of a luxury product E.g. Hublot “One million Big Bang” watch

 Level of prestige External « objective » indicator

Materialism

Capacity of a luxury product to satisfy a need for possession E.g. Vast range of products within a collection

 Need for possessing Possession as a signal of status

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Consumption drivers – Social dimension

Prestige

Symbolic sign of membership to a reference group provided by the possession of a luxury product E.g. Owning a Sunseeker boat

 Status affirmation  Bandwagon effect

Conspicuousness

Indicator of elitism and wealth linked to the possession of a luxury product E.g. High visibility of the brand and its logo

 Influence of reference groups Social luxury value perception

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Consumption drivers – Functional dimension

Quality

“Superior performance of a luxury product or service” E.g. Handmade...