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

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 todays 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.