12. Quiz preparation

Quiz Weightage

• 1-20 MCQs (20%) – Similar to kahoot questions
• Exercise (40%)
• Essay/Exercise Question (40%)

Case study of Louis Vuitton

Questions #1

• Position as a luxury brand for travel

Singapore LV boutique

• Theme (story) – Luxury, sea voyage, luxury travel

• Staging

  • Materials cues that evoke luxury travel
  • Design of the store is similar to a ship
  • Sales people

• Actions

  • What do employees do?

  • What do consumers do?

    • Immersion; minimal part of spectators
    • Taking pictures
    • Going through the ship gives a sense of travel

Question #2

Demarketing: Being more selective in terms of people; being selective who has access to the brand and product

Q. How does intimidation work in luxury marketing?

• People who dont have the cultural capital to understand the brand are intimidated by the brand
• Designed to exclude people who dont have the cultural capital to understand the brand

A good answer should contain:

• Define cultural capital
  • Cultural capital is knowledge that helps establish your belonging to higher social class

To do before next class

• Complete the revision exercise