Marketing Communications and Conspicuous Consumption: the Case of World Luxury Empires Promotion

Abstract

This thesis is dedicated to marketing communications in the demonstrative consumption. This includes analysis of specific marketing communications to consumers by the ostentatious luxury brands to retain existing and attract new "show off" customers. The author explores the possibility to stimulate the demonstrative consumption by means of marketing. The best marketing campaigns are leading "luxury" of conglomerates LVMH Richemont, Gucci Group 2010 - 2011, were analyzed. The main questions answered by the study are as follows: What specific marketing luxury brands? What motivation conspicuous consumption of the most important and how they can promote through integrated marketing communications? The practical aspect of this work is to develop a guideline for the marketing strategies of luxury brands, based on the results of the study.