Younger generations (defined here as Millennial and Gen Z) have a new relationship to luxury brands versus older generations. Many factors contribute to their attitudes.
Based on the country where you are from, or where you consider to be “home,” what would you recommend luxury brands (as we define them in the course) do to attract these younger generation consumers? Use as an example one particular luxury brand that you would like to see succeed in your country. Describe what factors contribute to their attitudes towards luxury brands.
Assume for the purposes of this assignment younger consumers who could afford to buy the one luxury brand you use as your example, whether they may currently want to purchase or not.
Follow the structure and details of the rubric.
Country of Analysis
Identify the country in which you intend to focus on for this assignment. Why have you selected this country? In your opinion, is there an established market for luxury brands?
5.0 pts
Description of Target Audience
For this assignment, the target audience is defined as younger generation consumers: Millennials and Gen Z.
Describe the demographic and psychographic characteristics of this target audience in the country you have selected. What are their attitudes towards luxury and luxury products or services? What are their broader societal concerns that may influence their attitudes toward luxury brands? Is there a sufficient population of such target customers to sustain a marketing effort?
20.0 pts
Brand Investigated
What brand have you selected to market to your identified target audience? Why have you selected this brand? What is this brand’s current situation in your country of analysis? How is it currently perceived and marketed?
Sample Solution
widespread media exposure is one way to break the ignorance surrounding a race from which stereotypes emerge. Thus, the entertainment industry forms a dreary chain in which Asian underrepresentation allows demeaning stereotypes to proliferate, which then work to prevent Asians from taking on roles in the entertainment industry. Stereotypes, however, are a two-way street. Asian Americans are pressured into their stereotypic role through a hegemonic society. Although stereotypes work from the outside-in, affecting the perception of non-Asian groups on Asians, they also work from the inside-out, as Asian Americans are pushed into limiting themselves to fulfill these stereotypes. In âPrescriptive Stereotypes and Workplace Consequences for East Asians in North Americaâ, cultural psychologist Jennifer Berdahl points out that âIndividuals who violate descriptive racial stereotypes suffer negative social reactions, suggesting that these descriptive stereotypes may be prescriptive as wellâ (141). Prescriptive racial stereotypes spring from historic social roles and inequalities. These stereotypes function to preserve those roles and inequalities by triggering heavy discrimination against individuals who challenge them. Several examples of race and ethnicity interacting with corporate practice to produce discriminatory outcomes exist: Asians in the workforce experience âinitial placement in dead-end jobs, lack of mentors, biased and inconsistent standards of evaluation, and isolation from or harassment by colleaguesâ (Woo, Glass Ceilings 41). The idea of the prescriptive stereotype is heavily reminiscent of ideological state apparatuses, which describe a dominant group seeking to implant a specific ideology into the minds of the community. The lack of Asian representation in the media is an example of the communications ISA, which manifests itself through the press, radio, and television. Because Asian Americans see so little of themselves on the screen and in the media, they may translate that subtle message as saying those fields are not for Asians. Thus, the Asian American ânaturallyâ internalizes the stereotypes the community holds against them, and âspontaneously co>
widespread media exposure is one way to break the ignorance surrounding a race from which stereotypes emerge. Thus, the entertainment industry forms a dreary chain in which Asian underrepresentation allows demeaning stereotypes to proliferate, which then work to prevent Asians from taking on roles in the entertainment industry. Stereotypes, however, are a two-way street. Asian Americans are pressured into their stereotypic role through a hegemonic society. Although stereotypes work from the outside-in, affecting the perception of non-Asian groups on Asians, they also work from the inside-out, as Asian Americans are pushed into limiting themselves to fulfill these stereotypes. In âPrescriptive Stereotypes and Workplace Consequences for East Asians in North Americaâ, cultural psychologist Jennifer Berdahl points out that âIndividuals who violate descriptive racial stereotypes suffer negative social reactions, suggesting that these descriptive stereotypes may be prescriptive as wellâ (141). Prescriptive racial stereotypes spring from historic social roles and inequalities. These stereotypes function to preserve those roles and inequalities by triggering heavy discrimination against individuals who challenge them. Several examples of race and ethnicity interacting with corporate practice to produce discriminatory outcomes exist: Asians in the workforce experience âinitial placement in dead-end jobs, lack of mentors, biased and inconsistent standards of evaluation, and isolation from or harassment by colleaguesâ (Woo, Glass Ceilings 41). The idea of the prescriptive stereotype is heavily reminiscent of ideological state apparatuses, which describe a dominant group seeking to implant a specific ideology into the minds of the community. The lack of Asian representation in the media is an example of the communications ISA, which manifests itself through the press, radio, and television. Because Asian Americans see so little of themselves on the screen and in the media, they may translate that subtle message as saying those fields are not for Asians. Thus, the Asian American ânaturallyâ internalizes the stereotypes the community holds against them, and âspontaneously co>
