Market Feasibility of Burberry and Gucci in Zhang Jiagang City, P.R China : Case: Introduce a New Luxury Brand into Kelly Mall
Wang, Ning; Wu, Youran (2012)
Avaa tiedosto
Lataukset:
Wang, Ning
Wu, Youran
Arcada - Nylands svenska yrkeshögskola
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201205086873
https://urn.fi/URN:NBN:fi:amk-201205086873
Tiivistelmä
With the rapid development of Chinese economy, wealth has spread from largest coastal cities to smaller cities and luxury stores have started to follow. Kelly Mall is the largest high-end department store situated in Zhang Jiagang City, Jiangsu Province, P.R China. This research aims to figure out if Kelly Mall should introduce a new luxury brand, help-ing Kelly Mall’s board members make decision on taking either Burberry or Gucci or both of them into its luxury department. Theoretical framework includes: Luxury market over-views, Brand awareness, Market strategy.
Authors conduct this research by handing out questionnaires to Zhang Jiagang citizens and interviewing general manager of Kelly Mall. Since questionnaires are sent randomly, there is a limitation to collect every citizen’s perspective.
After comparing and analyzing data, authors find out both Burberry and Gucci have high brand awareness in Zhang Jiagang, a part of people intend to purchase luxury products in Shanghai since there is only about two hours for drive from Zhang Jiagang to Shanghai. In terms of VIP customers, a part of people believes that their consumption standard has increased to a certain level that should open more luxury-goods stores. Compared with Burberry, luxury brand-Gucci has a higher brand awareness and better reputation in the city. Research also shows that the majority of people intend to visit Gucci stores if there is. Therefore, authors suggest board members of Kelly Mall to consider introducing luxury brand Gucci and moving forward to negotiate the cooperate possibility with China headquarters of Gucci company.
Authors conduct this research by handing out questionnaires to Zhang Jiagang citizens and interviewing general manager of Kelly Mall. Since questionnaires are sent randomly, there is a limitation to collect every citizen’s perspective.
After comparing and analyzing data, authors find out both Burberry and Gucci have high brand awareness in Zhang Jiagang, a part of people intend to purchase luxury products in Shanghai since there is only about two hours for drive from Zhang Jiagang to Shanghai. In terms of VIP customers, a part of people believes that their consumption standard has increased to a certain level that should open more luxury-goods stores. Compared with Burberry, luxury brand-Gucci has a higher brand awareness and better reputation in the city. Research also shows that the majority of people intend to visit Gucci stores if there is. Therefore, authors suggest board members of Kelly Mall to consider introducing luxury brand Gucci and moving forward to negotiate the cooperate possibility with China headquarters of Gucci company.