The implementation of this research increases the awareness of the value for Luxury fashion brands in utilizing social media as a communication channel to reach young consumers globally. It provides a general understanding of young consumers? perception of Luxury fashion brands on social media in regards to geographic cultural background, attitude towards new Luxury, and preferred way of contacts..

Many? Luxury? companies? within? the? fashion? industry? today? choose? to? extend? their? brands downwards? in? order? to? reach? new? customer? segments? and? hence? increase? their? profitability.? A? brand? extension? strategy? that? leverages? the? core? values? of? the? Luxury? brand? is? a ?new ?possibility ?for ?Luxury ?brands ?to ?position ?themselves ?towards ?a ?broader ?customer ?base.?? Meanwhile? there? is? a? risk? that? the? extension? dilutes? the? image? of? the? Luxury? brand? and? has? a? negative? effect? on? the? company? in? the? long? term.? Thus? a? tradeoff? exists? between? becoming? more? accessible? and? maintaining? the? exclusivity? of? the? Luxury? brand.? The? objective? of? this? thesis ?is ?to ?investigate ?how ?Luxury ?brands ?that ?perform? downward ?brand ?extensions ?to? reach? new? markets? can? succeed? with? this? strategy? without? diluting? the? brand? image.? This? is? achieved? by? studying? the? perceptions? of? the? new? target? segment? towards? the? extension? of? Luxury? brands.? The? results? of? the? study? show? that? the? risk? of? brand? dilution? is? minimized when? the? core? values? of? the? Luxury? brand? are? transferred? to? the? brand? extension? while? the extension ?at ?the ?same ?time ?is ?successfully ?targeted ?towards ?the ?specific ?customer? segment..

Our purpose with this research has been to obtain a deeper insight and understanding for the phenomenon and term ?weekday-Luxury.?Through our research, we have found a link between value, service, brands and consumer behaviour into a relationship that we termed ?weekday-Luxury.? This link of values is particularly interesting to us and we are curious about the underlying motivation to ?weekday-Luxury? and the driving forces underlying the phenomenon. We have noticed in society that people need something extra in their daily lives and we attempt to speculate where their perceived value lies through the concept of ?weekday-Luxury." Our goal is to determine a deeper understanding and insight into this phenomenon and how it meets our needs through an identifiable pattern. We also analyze the nature of ?weekday-Luxury? and its meaning.

This study will focus on the Luxury market and how this market has been affected by the present recession. The economic downturn have had a major impact on today?s business and consumption, practically all industries have been affected. However there exist different opinions about how the Luxury market have been influenced, certain experts mean that this segment is recession proof while others believe that this market will experience the worst side-effects. For that reason we find it interesting to analyze the Luxury market and develop our own opinion about the impact of the recession.

 The Luxury market has steadily grown from the industrial revolution and onwards. Changes in society, trends and the increased living standards has enabled more people to consume Luxury goods.The world is going through a major economic crisis at the moment. Studies shows that companies that have focused on added value rather than lowering prices has survived past financial crisis. It is also obvious that companies act very different during times of crisis. Adding to the problem is trends that point to a more careful consumption and environmental awareness.

The main drivers of Luxury consumption is to obtain prestige and status, therefore the possibility of visible consumption of products is a key dimension of the product. Typical examples of Luxury goods include cars, handbags and watches. These are consumed in the public arena where the possibility to show off the product and the brand is the greatest. When examining Luxury products and what drives men and women to pay premium prices for a brand and for a logo, a fascinating finding is that there are products that fundamentally lacks these attributes, but which are considered to be classic Luxury products. An example of this is perfume.

Intresset för lyxprodukter har ökat runt om i världen vilket också blivit allt mer framträdande i Sverige. Marknaden för lyxprodukter har de senaste åren förändrats och banat väg för en ny kategori av lyx tillgänglig för en globalt växande medelklass. Den nya kategorin benämns ofta som new Luxury vilket innebär en åtkomlig kategori av statusgivande produkter som är lägre i pris än de traditionella lyxprodukterna. Allt fler lyxföretag väljer att expandera för att kunna nå en bredare kundbas och tillämpar därför produktlinjeutvidgning eller varumärkesutvidgning. En alltför omfattande expandering kan dock innebära risker eftersom den uppfattade exklusiviteten hos ett lyxföretag kan gå förlorad.

The purpose of this study was to examine two relatively similar product industries, of which one is successful in its commercialization and the other one is not successful. The two industries observed in this paper are both Swedish industries, and both of them produce slow moving consumer goods for the Luxury consumer. The successful industry is represented by the Swedish fashion industry, more precisely The Swedish Fashion Wonder (TSFW) - a term describing the success of a specific coalition of fashion designers from Sweden. The unsuccessful industry is represented by the Luxury watch industry in Sweden (LWIS). The method used to examine the two industries' inequalities is based on a qualitative study, consisting of in-depth interviews with industry expertise from both of the industries.

Service quality occurs in service encounters where both customers and employees come together in an interaction. It is therefore important that the staff give their best because the interaction usually takes place in real time, which is referred to as the moment of truth.The aim of this study was to find out how Luxury hotels are working to ensure good service quality, and how the staff are motivated to deliver this service. We wanted to examine this from a management perspective, and an employee perspective. Information was gathered through various interviews, where the staff at the Hotel Kämp in Helsinki and at the Sheraton Hotel Stockholm participated.Survey results show that employee motivation, training and empowerment have a significant impact to provide service in high quality. The results also show that the surveyed hotel, to certain level work in the same way, but it reveals some differences even when both hotels are part of the same concern..

Intresset för lyxprodukter har ökat runt om i världen vilket också blivit allt mer framträdande i Sverige. Marknaden för lyxprodukter har de senaste åren förändrats och banat väg för en ny kategori av lyx tillgänglig för en globalt växande medelklass. Den nya kategorin benämns ofta som new Luxury vilket innebär en åtkomlig kategori av statusgivande produkter som är lägre i pris än de traditionella lyxprodukterna. Allt fler lyxföretag väljer att expandera för att kunna nå en bredare kundbas och tillämpar därför produktlinjeutvidgning eller varumärkesutvidgning. En alltför omfattande expandering kan dock innebära risker eftersom den uppfattade exklusiviteten hos ett lyxföretag kan gå förlorad.

Intresset för lyxprodukter har ökat runt om i världen vilket också blivit allt mer framträdande i Sverige. Marknaden för lyxprodukter har de senaste åren förändrats och banat väg för en ny kategori av lyx tillgänglig för en globalt växande medelklass. Den nya kategorin benämns ofta som new Luxury vilket innebär en åtkomlig kategori av statusgivande produkter som är lägre i pris än de traditionella lyxprodukterna. Allt fler lyxföretag väljer att expandera för att kunna nå en bredare kundbas och tillämpar därför produktlinjeutvidgning eller varumärkesutvidgning. En alltför omfattande expandering kan dock innebära risker eftersom den uppfattade exklusiviteten hos ett lyxföretag kan gå förlorad.

AbstractBackground: Countries can be seen as brands (nation brands) with brand values that transmitto the country?s products. Country-of-origin (COO), the brands nationality, links the productto an associative network of cultural shared national stereotypes. Through associating thebrand with a country or a region, the credibility of the brand can increase and strengthen thebrand. Therefore COO is used in marketing to position a brand.Purpose: The purpose of this study is to examine how Luxury fashion brands communicatetheir national identity through analyzing their advertising.

Dagdrömmar är en tapetkollektion bestående av tre fondtapeter som kombinerar det moderna, massproducerade digitaltrycket med traditionell, unik broderiteknik. Genom att tillföra handbroderi och dess struktur och textila känsla till ett digitaltryckt tapetmaterial skapas en kollektion som befinner sig i gränslandet mellan design och konst, lyx och budget samt dröm och verklighet.Daydreams is a wallpaper collection consisting of three images that combines the modern, mass-produced digital printing techniques with traditional, unique needlework. By applying embroidery ? with its structure and fabric texture ? to a digitally printed wallpaper material, a collection is created that lingers on the borders between art and design, Luxury and modesty as well as dream and reality..

This essay in Art History treats the former Central Post Office in Gothenburg, Sweden, and its recent transformation into a Luxury hotel. The magnificent original building in neo-classical style, inaugurated in 1925, has been supplemented by a twelve stories high tower in postmodern style containing hotel rooms and suites, creating a complex architecture. The approach of this essay is that of ?lived architecture?, that is, how people experience and act in relation to the building. It is argued that the history of the building is rewritten in the marketing of the hotel and the management?s concept of creating a comfortable ?mini-world?for its guests.

Syfte: Meningen med studien är att bidra med en större förståelse och förhoppningsvis nya insikter om konsumtionen av lyxprodukter inom matbranschen genom att integrera redan existerande teori med empiriskt material. Syftet är att ur ett företagsperspektiv beskriva hur en förståelse för konsumententbeteende kring exklusiva matprodukter kan användas i marknadsföringen av dessa produkter.Studien riktar sig till människor, forskare samt organisationer som är intresserade av marknadsföring av lyxprodukter, men är även riktad till människor med intresse för nutidens konsumtion. Vidare motiveras studien ur ett etiskt perspektiv genom att belysa fenomenet kring dagens konsumtion och göra konsumenter medvetna om drivkrafterna bakom sitt beteende.Problemformulering: Hur kan företag som säljer exklusiva matprodukter använda förståelsen för konsumenternas beteende i sin marknadsföring? Vad kan vara bakgrunden till att konsumenter väljer att konsumera högkvalitativa och exklusiva matprodukter? Hur kan företag kategorisera in dessa konsumenter i olika konsumentgrupper? Var och vid vilka tillfällen väljer dessa konsumenter att konsumera exklusiva matprodukter?Metod: Studien är en kvalitativ studie där en kombinerad fall- och tvärsnittsstudie är genomförd. De data som samlats in och ligger till grund för studiens resultat och slutsats är genomförd genom litteraturstudier, intervjuer samt en frågeenkätundersökning.