Luxury Brand Case Analysis

Read the case "PORTS: China's Walk on the Global Luxury Fashion Boulevard," by Gerald Yong Gao, Jiangyong Lu and Hung-Gay Fung from the Asia Case Research Centre at the University of Hong Kong.

(1) What are the characteristics of a luxury brand? How do marketers segment the luxury goods market and what is the implication for PORTS?

(2) How has PORTS implemented its corporate strategy in the last two decades?

(3) What accounts for PORTS's success in the Chinese market? What are the risks that PORTS is exposed to?

(4) a) Describe luxury consumption behaviour in Western developed countries (eg, USA, UK) and in Asia, particularly China.

b) In view of the global luxury consumption pattern, what suggestion could be given to the management of PORTS?

(5) Explain the independent family brand management model and the multi-brand model adopted in the luxury goods industry. What can PORTS learn from these business models?

(6) What are the social issues and criticism levelled against the luxury industry? What are their implications to PORTS?