Louis Vuitton and other luxury brand forces are easy to understand and become a pyramid figure

In the background of buying so-called "brand-name items", it is certainly attracted by the quality of their quality and becoming a fan of the brand, but there is a desire to get the status of possessing that brand. The reason why the brand products are expensive after all is that in addition to costly materials and processing, it is also possible to implicitly indicate that they have the financial strength to purchase themselves. However, it only sees from the unilateral point of view of the buyer, and in order to truly understand the value of the brand, it is necessary to look from the opposite direction, that is, from the side of the brand. The following figure is helpful for that.

Pyramid of luxury brands - Business Insider
http://www.businessinsider.com/pyramid-of-luxury-brands-2015-3

Erwan Rambourg, who served as president of HSBC Bank,The Bling Dynasty: Why the Reign of Chinese Luxury Shoppers Has Only Just Begun (Wiley Finance)About the act of buying brand-name goods in the "dynamic Chinese dynasty: the luxury brand buying age in China", "What" Which brand to buy "is" how much money did the person " It is more important than that. "

And the following figure I made. We map the world's most prestigious brand with ease of purchase based on price range and number of stores, so we can grasp the power of each brand at a glance. From familiar brands such as "Starbucks" and "Swatch", the position of each brand such as "Breguet", "Harry Winston" and "Graph" is shown clearly.


At the bottom of the graph are familiar brands that you can touch even in your everyday lives. Numbers such as "100>" and "300>" on the left side of the graph are prices, and the price range of "less than 100 dollars (about 12,000 yen or less)" and "300 dollars or less (about 36,000 yen or less)" It shows that the brand belongs to it. You can see that brands such as "Mont Blanc", "Gucci", "Tissot" and "Prada" are in a line below 1,500 dollars (about 180,000 yen or less), and there is "Louis Vuitton" right above that.


From there the graph above is a fascinating area where so many names stand. In the "premium core" range of price range from $ 1,500 to $ 5,000 (about 180,000 yen to 600,000 yen), men's shoes and leather products brand 'Berlutti' and luxury watch manufacturer 'Rolex', jewelry · luxury watch "Super Premium" of the brand "Cartier" and the like and from 5000 dollars to 50,000 dollars (about 600,000 yen to 6 million yen) includes IWC of a high-end watchmaker and leather product brand "Bottega Veneta", luxury watch brand "Breguet" etc. are lining up. Located at the top of it is "Harry Winston", which celebrities often get as engagement rings.


And at the top of the pyramid "Ultra High End", there are jewelry brands "Leviev" with stores in New York, London and Dubai, and jewelry brands "Graphs" with stores in Japan side by side is.


Furthermore, what is located at the top of the pyramid is a product of bispoke (custom made) that can be said to have literally no price etc. This is the highest brand name in the world with no fame and name.