Marketing - Luxury Brands

577 Words3 Pages
1. List and describe the main forces in the macro-environment facing the luxury brand industry. Demographic: Luxury brands have acquired a large population of consumers that are a part of the young demographic between the ages of 18-27 i.e. Generation Y – Millenials. China introduced the one child policy approximately 30 years ago to try and curb the huge growth in population resulting in ‘balinghou’ children or the ‘me generation’ where the child is showered with attention and luxuries by all the family resulting in little emporers/empresses syndrome. Economic: Many countries faced downturns in their economies over the past couple of years due to the global financial crisis and generally consumer spending has been more frugal looking for value. Generation Y’s spending capacity however is relatively immune to the tough times as they do not like the prospects of taking on mortgages and as a consequence are usually still living at home with their parents. This then flows on to not having extra expenses or the need to tighten their purse strings with mortgages and likely not having to take care of children and house hold bills. This gives the younger generation more discretionary income than the older generations and the ability to keep spending. Asia’s growth as a strong economy has also meant that there has been a proliferation in spending on luxury goods to show someone’s status/social position. Technological: The majority of the younger generation have technology involved in most aspects of their lives and are avid users of social media. The internet especially and social media sites have allowed massive brand endorsements of luxury goods from celebrities to spread and pick up millions of views and is a powerful tool. Pictures can be seen of who wears what and conversations or discussions regarding these brands can be utilised on websites such as
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