{"id":2825,"date":"2016-09-06T15:57:31","date_gmt":"2016-09-06T19:57:31","guid":{"rendered":"https:\/\/www.bu.edu\/questrom-magazine\/?page_id=2825"},"modified":"2019-11-14T12:23:35","modified_gmt":"2019-11-14T17:23:35","slug":"luxury-brands","status":"publish","type":"page","link":"https:\/\/www.bu.edu\/questrom-magazine\/fall-2016\/luxury-brands\/","title":{"rendered":"Luxury Brands"},"content":{"rendered":"<p><strong>Although Herm\u00e8s Birkin handbags<\/strong> can cost more than a family sedan, consumers have long gone to\u00a0great lengths\u00a0to get one. Others save up for years for a Burberry trench coat or a Chanel quilted purse. Why are goods like these\u2014beyond the reach of most people\u2014so coveted?<\/p>\n<p>The reasons are analyzed in <a href=\"http:\/\/www.bu.edu\/questrom\/faculty-research\/faculty-directory\/roberta-clarke\/\">Roberta Clarke<\/a>\u2019s new marketing class, Luxury Brands. \u201cThere\u2019s a growth in the luxury market\u2014it\u2019s been growing faster than any other part of retail,\u201d says Clarke, an associate professor of marketing.<\/p>\n<p>Her classes have focused on the counterfeit market, sustainable development, China\u2019s insatiable interest in luxury goods, and the decision luxury brands wrestled with a few years ago about their online presence. To appear more exclusive, some brands opted to have bare-bones websites, with no prices available (like Chanel, until recently).<\/p>\n<p>One reason that brands resisted an online presence for so long, Clarke says, is they felt strongly about what shoppers experience when they walk into a brick-and-mortar store\u2014it\u2019s the only way customers can smell a $2,500 leather handbag or feel a $400 silk Herm\u00e8s scarf. Another benefit of shopping in a store, these retailers say, is the chance to build strong customer relationships.<\/p>\n<p>In her class, Clarke asks students whether there\u2019s a way that brands can re-create this feeling online. These days, they learn, luxury brands are attempting\u00a0to allow customers to\u00a0try out\u00a0their products using augmented reality.<\/p>\n<p>Read more at <a href=\"http:\/\/www.bu.edu\/today\/2016\/roberta-clarke-marketing-luxury-brands-class-questrom-school-of-business\/\"><em>BU Today<\/em><\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Although Herm\u00e8s Birkin handbags can cost more than a family sedan, consumers have long gone to\u00a0great lengths\u00a0to get one. Others save up for years for a Burberry trench coat or a Chanel quilted purse. Why are goods like these\u2014beyond the reach of most people\u2014so coveted? The reasons are analyzed in Roberta Clarke\u2019s new marketing class, [&hellip;]<\/p>\n","protected":false},"author":10779,"featured_media":0,"parent":2801,"menu_order":22,"comment_status":"closed","ping_status":"closed","template":"story.php","meta":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Luxury Brands - Questrom Magazine<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bu.edu\/questrom-magazine\/fall-2016\/luxury-brands\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Luxury Brands - Questrom Magazine\" \/>\n<meta property=\"og:description\" content=\"Although Herm\u00e8s Birkin handbags can cost more than a family sedan, consumers have long gone to\u00a0great lengths\u00a0to get one. 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