Appendix 1 Luxury Brand Development Research Survey
Tommy Hilfiger
Michael Kors
Chanel
Versace
Luxury
Unique
Expensive
Shallow
Boutique
Quality
Individuality
Creativity
​
High end
Cultural
History
Serious
Sophisticated
Important
Authentic
Heritage
Deep rooted
Selfish
Show off
Prestigious
​
Freedom
Worthwhile
Responsible
Ethical
Eco friendly
Inspiring
Leadership
Environmental
Love
World
Morel responsibility
Sustainable
Charity
​
Positive
Clean
Unique
Different
Green
Powerful
Loving
Progressive
Authentic
Young
Conscious
Relevant
Ambitious
​
Resilient
Strength
Courage
Brave
Integrity
Bravery
Strong
Courageous
​
Appendix 2 Logo Instagram Polls
Appendix 3 Social Media Username Instagram Poll
Appendix 4 Luxury Consumer Comms Research Survey
Celebrities:
I think if a celebrity has something that I want it gives me a reason to want it even more.
It’s not their main job to influence therefore more likely to be honest about reviews.
Influencers will often promote anything they’re paid to regardless of whether the product/brand is actually good or not.
Influencers:
More credible.
They are trying to sell something, they are wearing it because they like it.
Usually showcase more items than celebs - a bit more relatable.
More genuine.
Celebrity endorsement, ethical products
Good offers and advertised by influencers
Influencers
Good reviews from bank of testers or endorsement
Background info
Enticed by the style and quality
Good products
Good ethics, fairly paid employees, manufactured locally, genuinely sustainable
Direct mail
Ethical supply chain, good quality garments
Lots of images, easily accessible website, seeing advertisements across multiple platforms
Originality and quality
Uniqueness of products
High quality clothing with a good fit and professional looking page
Quality of products
Brand ethics
Good this
Interesting products, reviews
Being sustainable whilst maintaining quality
Helping the environment
Strong values
Appendix 5 Price Architecture
