Luxury market report. by luxe

LUXURY WEB DESIGN REVIEW

Contents. Introduction…………………………………………………………………………………………….3 The market………………………………………………………………………………………………4 Primary research…………………………………………………………………………………….7 Rolex………………………………………………………………………………………………………13 Rolex website analysis…………………………………………………………………………...14 Ferrari…………………………………………………………………………………………………….15 Ferrari website analysis…………………………………………………………………………..16 Burberry…………………………………………………………………………………………………17 Burrberry website analysis……………………………………………………………………..18 Luxdeco…………………………………………………………………………………………………..19 Luxdeco website analysis…………………………………………………………………….....20 Compare and contrast……............................................................................22 Meta tags……………………………………………………………………………………………….23 Conclusion………………………………………………………………………………………......27 References…………………………………………………………………………………………...28

Introduction. This magazine will analyse , compare and contrast the design of four major luxury sector business.The aim of these websites is to provide customers with luxurious product or services . The first website that will be analysed is rolex. Rolex is a well known brand which sells wristwatches for men and woman. Rolex also sponsors tennis and motor sports like Formula 1. The second website that will be analysed is Ferrari, the website tells customers about the services and products that they sell. Ferrari also promotes and sponsors formula 1. The third website that twill be looked at burberry,.Burberry is a well known high ended brand that sells women’s and men’s clothing. They also do celebrity endorsement, by doing this the target audience can be reached as they have used the unique selling point which is “celebrity endorsement”. The fourth website that will be looked at luxdeco, is a brand that sells the finest luxurious home furniture.

The Market. According to the telegraph (Asia 'to take over half luxury goods market,2013) it stated that The continent, currently accounts for around two-thirds of the market but a report from the EIU, Rich Pickings, said there are “strong prospects for a long-term recovery” in Asia and predicts it will account for 50pc-60pc of luxury revenue within 10 years. With this it stated that some luxury firms have continued to deliver strong sales. With Europe stagnating and North America subdued, the focus is firmly on Asia’s potential. According to newstateman (Despite the recession, consumers are choosing luxury products, 2013) it stated that during the recession, more consumers are still choosing luxury products. It also stated that the consumers' appetite for luxury and lifestyle brands has increased by 3.3 per cent to $3.46trn between 2011 and 2012, and the global downturn has produced a new breed of alpha brands. With this it also stated that many other luxury good businesses have had high sales such as Louis Vuitton, Hermès and Polo Ralph Lauren reported huge profits through enhancing brand value. The luxury jewellery brand Tiffany & Co, made the Global 500 list for the first time, while the Swiss watchmaker Cartier entered the ranking of top brands with a value of $3.1bn. Rolls-Royce has had an increase of 17 per cent in brand value to $3.1bn, The decrease in the value of supermarkets such as Sainsbury’s (now valued at $5.8bn), Asda ($9.4bn) and even Marks and Spencer’s ($4.5bn) in 2011 shows that consumers are looking for luxury brands.

These two charts show that there is decline new cars purchased, and more customers prefer a used car to buy, because of the value being less. The main decline in the new car market was down to the economic recession that impacted new buyers of purchasing a car. This impact allowed the used car market to increase.

This chart shows the types of vehicles that were sold in the UK. There were more supermini sold than luxury cars, which stands at 1%.

According to Financial times (watches and jewellery,2013) it stated that there was three years of growth, but the watch industry will follow in 2013 is less clearly signposted. With this the Swiss watch exports recorded their first decline since the financial crisis.in October and November, down in December, up in January, down again in February. The principal reason for the uncertainty is mainland China. The world’s third-largest watch market – behind Hong Kong and the US – has powered growth in recent years but has slowed noticeably since the fourth quarter of last year. Exports of Swiss timepieces to the country were down 23 per cent in January and February compared with the same period a year earlier.

UK furniture manufacturing is a substantial industry. It contributes £7.073 billion to the country’s GDP, which equates to almost 2% of manufacturing output, and employs 71,000 people within 6,205 companies. In addition to this, it is estimated that the industry comprises 18800 self employed individuals and an estimated 25000 interior designers generating an annual value of £2 billion. Furniture, furnishings and beds encompass a diverse range of products and markets, traditionally segmented into 3 sub sectors based upon the purchaser’s characteristics.

Primary research.

With the first question it shows that more people are likely to explore the websites. this can relate to the design of the websites in which it shows that more people would view the website and view the products and services of the business.

With this more people found the websites engaging. With this it shows that more people can engage with the websites which is good because they can view the products and services and also interact with the business.

With this people stated that it is easy to navigate the website of the business.

The main improvement which would be the designs.

With this people stated that the company communicates well with the customers in which this is good for the business.

With this more people are likely to recommend this website to other people which are also good for the business.

Rolex. Rolex manufacture, distribute and service wristwatches sold under the Rolex and Tudor brands. it was founded by Hans Wildorf and Alfred Davis in London, England in 1905 and then moved its base of operations to Geneva, Switzerland in 1919.Bloomberg Businessweek magazine ranked Rolex No.71 on its 2007 list of the 100 most valuable global brands. Rolex is the largest single luxury watch brand, producing about 2,000 watches per day.

Website analysis. Business and marketing objective This website is used to encourage customers to take a look at the variety of different products that they sell and about the business itself. The customers are also able to look at articles and different sponsors that the business has. Rolex aims to provide high standard information about their products which will hopefully help them advertise their products.

The website aims to give the customers that high quality products can be expected from the business. The online value proposition is a way of showing the customer an online unique selling point. The online value proposition is a way of helping the business to be different from other online websites. For example; Rolex’s online value proposition would be that under the “The World” tab rolex has different articles displayed so that customers can view. These articles include iconic stories that people might be interested reading. This is an online value proposition because the other companies that this report is analysing do not have the same advantage available. The site also has a tab called “Our channels” in which helps the customers to stay touched with Rolex via all social media sites such as Facebook.

Design of the website- with this the website has its logo displayed on the left hand side of the website and with other graphics on the website. With this it displays the products lux deco offers in which the customers are able to see the types of products the business is offering to them and therefore allows them to see the products within the business. Rolex copywritingwith the copywriting it allows the customers to view the information which is required. With this the information about the products and companies information is available in which is suitable and is important. With rolex this is done well because they have written the amount of information which is required in which the customers can easily scan for the information which is required. Rolex interactionwith this it shows that the customers can interact with the website because of the products it displays on the homepage ion which it therefore allows the customers to view and interact which is also important.

Ferrari. Ferrari is an Italian sports car manufacturer based in Maranello, Italy Founded in 1929. The company sponsored drivers and manufactured race cars and then moving into production of streetlegal vehicles in 1947. In 1969, Fiat S.p.A. became a shareholder of Ferrari and now its majority owner. Throughout its history, the company has continued participation in racing, especially in Formula One, where it has great success. Ferrari road cars are generally seen as a symbol of speed, luxury and wealth. According to Ferrari (2012 financial results reveal best year in Ferrari history,2012) it stated that Ferrari has had a good business year with sales up. This shows that more people are buying Ferraris during the recession.

Website analysis. Ferrari copywritingwith this it shows that customers can find the relevant information but relating to the companies information it shows that this part can be improved and therefore allows the customers to find the relevant information about the business. from this it shows that the relevant information is within the website which means that the viewers would know the relevant information about the business.

Online value propositionThe aim of the website is to sell customers with the high quality products, from clothing to accessory, they also have another link to a page where its all about the Ferrari and its dealers. The online value proposition is an unique selling point. The online value proposition for Ferrari is that you can register for updates and latest feeds, enabling to reach out to customers that are interested in their products or services.

Ferrari interactionwith this the website interacts with the customers as it displays the products the business sells and the details in which the customers can interact. From this it allows customers to view their products and therefore allows interact within the website and also the business.

Business objectives would be that the business would want to make a sale in which they would increase sales within a business. Design of the websiteThe theme of Ferrari is red so therefore red is used to make it stand out. The website has the Ferrari logo displayed in the left corner, however the main page which is where its all about the ferrari and its dealers along with services, the theme for this website is dark grey . The websites has tabs open where you can access to other pages and links, the navigation bar is simple to use. Mobile- with this the website is good when using it on a mobile phone because the information loads quick in which this is something which is good for ferrari .

Burberry. Burberry Group plc. is a British luxury fashion house, distributing clothing and fashion accessories and licensing fragrances. The businesses distinctive tartan pattern has become one of its most copied trademarks. The company has branded stores and franchises around the world and also sells through stores. Queen Elizabeth II and the Prince of Wales have granted the company Royal Warrants. The company is listed on the London Stock Exchange and is a constituent of the FTSE 100 Index.

Website analyses. Burberry copywritingwith this the website has good copywriting because it allows the customers to find the required information such as the products in which not much improvement would be needed. Burberry interactionwith this the website interacts with the customers can view the products and see the relevant information about the product in which from the home page it allows the customers to view the products and other services.

Burberry Webdesign â&#x20AC;&#x201C; The design of Burberry is sophisticated it does not contain much colour as it appeals to a very unique target audience. The navigation bar are easy to access, and easy to navigate around. The navigation site enables customers to access to other pages. The site has different pictures which emphasise the trends and latest looks. Online Value propostion The online value proposition for Burberry is that its a high British luxury brand which is more likely to appeal to those who can afford luxurious clothing and accessories.

Luxdeco. LuxDeco is a luxury furniture manufacturer and offer the world's finest furnishings. With this their aims are to offer beautiful products for customers homes and also provide an unbeatable personal shopping experience.

Website analysis.

Objective of this website is to inform customers about different products the company offers to customers and why they should buy from them. With luxdeco the aim of their website is to inform customers about their products and services. With this they would display pictures of their products to inform customers about the business. Business and marketing objectives- Business and marketing objectives- to inform customers about the products and services and also encourage customers to make a sale through the website and therefore make a profit within the business. With luxdeco their aim is to make a profit and increase sales in which it is linked to other objectives of the business.

Online value proposition- with this the website is telling its customers to expect good quality products from the business. With this it shows that this website is using online value proposition. With this it shows that it aims to attract as many customers as possible within the organisation. With this they try to inform their customers about the values of the business. Copywriting- with this it does use a lot of copywriting which enables them to persuade customers to explore the products and from this enabling them to buy it. With this the images are also linked into this part of the organisation. The information on the website was short but was relevant. Design of the website- with this the website has its logo displayed on the left hand side of the website and with other graphics on the website. With this it displays the products lux deco offers in which the customers are able to see the types of products the business is offering to them and therefore allows them to see the products within the business. with this he colours white and black are used in which it shows that this website has been designed relating to the industry of the products and also the sector of the business. Atheistic- with this the website does have different layout of the website. With this website it does have the motion graphics in which the customers can view if the product is suitable for them. With the graphics and text it does show the brand values. With the colour it is black and white and not using other colours.

Compare and contrast. In comparison to Roles or Ferrari, Burberry is offering a high exclusive end fashion & merchandising products to the higher class target market audiences. First established in 1856 by Thomas Burberry. He had opened his first shop in Basingstoke, Hampshire England. That brand has existed for 157 years and the years have become an attraction to foreign/international customers with it gaining international recognition with a worldwide distribution. Every season the company announces a collection in the upcoming seasons that they will sell through their prestige fashion shows. The advertisements are another crucial part of them pulling in consumers through using a liked celebrity like Cara Delevingne, who is represented as the firms face. Burberry has a distinctive unique heritage associated with its history with Great Britain and positions itself towards a prestige British lifestyle brand.

Meta tags. These are the meta tags of the websites in this report.

Header 1.

Conclusion. overall the amount of analysis spent on the primary and secondary the conclusion is that the websites communicate effectively with the customers and the secondary research shows from the some of the analysis that the luxury market is a booming industry, and the primary research show that Luxedeco needs to improve their the content design of the website to make it more appealing customers, and change around the layout to make to imagery of the products more simplistic and attractive. The three remaining sites Burberry, Rolex and Ferrari offer a appealing and attractive layout and design that allows them to communicate and from our review of their sites feel they are absolutely okay with the way they look.

References. Newssateman. 2013. Despite the recession, consumers are choosing luxury products. [online] Available at: http://www.newstatesman.com/despite-recession-consumers-are-choosingluxury-products [Accessed: 12 Dec 2013]. The Guardian. 2013. recession-bypasses-luxury-goods-market. [online] Available at: http://www.theguardian.com/business/2013/feb/15/recession-bypasses-luxury-goods-market [Accessed: 12 Dec 2013]. The Telegraph. 2013. Asia 'to take over half luxury goods market. [online] Available at: http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/10236298/Asia-totake-over-half-luxury-goods-market.html [Accessed: 12 Dec 2013].