THE GENTLEMAN’S JOURNALBRAND STRATEGY

TEAM 9 Daniel Rodriguez Gabriela Aparicio

Danielle Potts Stephanie Wong

Andreina Pestana Laman Riaz

CONTENT

1. CURRENT POSITIONING

2. PROBLEM IDENTIFICATION

3. BRAND ANALYSIS Customer Analysis Competitor Analysis Brand Audit

4. BRAND STRATEGY Brand Meaning Brand Identity Brand Personality Brand Image Brand Equity

5. RECOMMENDATIONS General New Positioning Business Model Brand Architecture Brand Tracking

1.CURRENT POSITIONING

1.CURRENT POSITIONING

The Gentleman’s Journal is currently positioned in way that while it reaches its market it is due to its presence on shelves and the existing connections of Rocca Media rather than the desire of the elite to purchase it because they know it is only for them. The purpose of the journal is to serve as a “bible” for the modern man with a classic, refined, and an exclusive lifestyle. However, it appears that the publication is too available and the website too aspirational which leads an average reader to believe there is nothing about the publication that differentiates it from other men’s magazines. Any young man who shares an interest with the elite the magazine is meant to target can pick it up and “feel” like one of the successful people it covers. The fact that the Gentleman’s Journal only advertises the most exclusive and premium products is not enough to cause it to stand out from its competition.

2.PROBLEM IDENTIFICATION

2.PROBLEM IDENTIFICATIONGentleman’s Journal has a unique opportunity to restructure and focus its branding strategy for a more complementary and targeted reach to help realise its advertising efforts and grow its subscription base. Currently there is some dissonance in its brand positioning. The target market is too broad, and jumps between two different groups: the aspirational vs. the inspirational. The aspirational are the younger men, aged between 24-30. They haven’t reached the level of elite, and may never reach it but have the desire to play the part of its influencers. On the other hand, we have those who have achieved the level of inspirational and want to continually be inspired and informed about relevant news and trends that reflect their lifestyle and identity. These powerful and high-status individuals tend to be a bit older, ranging from 30-45. As a result, Gentleman’s Journal’s does not have just one distinct and coherent voice but is split into two. The content tries to keep both parties happy but instead there is a divide in the writing style and subject matters. By not having a clearly defined target group and a complementary voice, content and style to match it, Gentleman’s Journal strays toward its lesser competitors GQ and Esquire, publications that try to please everyone and end up being too broad and scattered. Evidently, GJ would benefit from building a more focused and targeted strategy around its core values and the readers who reflect that. Lastly, there is a disconnect between the target market and the advertisers that Gentleman’s Journal wants to acquire revenue from. Better advertising cohesion is necessary as well as identifying a specific audience for GJ to achieve a more targeted advertising effort.

3.BRAND ANALYSIS

The Gentleman’s Journal man is sophisticated, classic, elegant, ambitious, and educated. They are successful entrepreneurs, CEO’s and MD’s who come from diverse industries. Although they lead busy lives, they have affluent taste. They are interested in fashion, timepieces, art, real estate, travel and cars, however they prefer to buy investment pieces rather than make impulse purchases. Therefore, they like to be educated and informed about burgeoning trends in the market to stay current. CUSTOMER

ANALYSIS

The GJ man is roughly between 25-35 years old, he is fit, athletic, well-groomed, enthusiastic about his ideas, and pays attention to details. He leads an active lifestyle, with heavy interests in sports such as football, sailing, polo, cricket, golf, tennis, and Formula 1 racing. He also makes time for luxury holidays, traveling to hotspots such as St. Tropez, Monaco, the Hamptons and Dubai for vacations. Cars also play a huge part in his investment purchases, with luxury purchases ranging from the everyday BMW to a fast-paced Ferrari. In terms of shopping, he prefers retail channels that are more exclusive, frequenting high end department stores, boutiques, showrooms and utilizing personal shoppers and online retail. This reflects his motivations of keeping up-to-date and on trend in a discreet, sophisticated manner and his values of having high quality goods.

CUSTOMER ANALYSIS

COMPETITOR ANALYSIS

The three main competitors identified were Esquire, GQ, and Monocle. All three are men’s lifestyle magazines targeting ages between 25-50, with Monocle addressing the older portion of the age spectrum. Esquire and GQ have a global platform and a similar focus in men’s interests including fashion, travel, and world affairs. Monocle also has a global platform with its top markets being the US, UK, Australia, Canada, Singapore, Germany, Hong Kong, Portugal, France, and Italy. Monocle targets the older prestigious male who is primarily concerned with world affairs and living a high-end lifestyle. Monocle is also the most exclusive of the three publications as its readers are by invite only. GQ, Esquire, and Monocle are positioned as competition against GJ because all three address similar content aimed at almost the exact same target market. There is little variation or differentiation. They compete on brand name and consumer preference.

COMPETITOR ANALYSIS

COMPETITOR ANALYSIS

Aspirational Exclusive

Modern

Classic

THE GENTLEMAN’S JOURNAL

BRAND AUDIT

Shanghai

New York

Dubai

Shanghai

Luxury buying in China is closely linked to the display of one’s own spending capacity, while the NY consumers show greater affection for brands, Moreover, Wu Chinese and Mandarin languages prevail as barriers for the English GJ editors. The average luxury spendings are dropping and maintaining in negative in the past two years. Entering to Shanghai wouldn’t be recommended for GJ and instead, it could be suggested to reinforce its positioning in Hong Kong, which is heavily influenced by the British style and there is also a high cluster of old money magnates.

New York

New York City is one of the most trending market in the luxury industry, if not the top one. The new growing generation of young entrepreneurs and professionals making millions of dollars on a yearly basis and the emerging middle class as aspirational masses, are making up around the 27% on the luxury market, which grows at a fast rate of 7% per year. In addition, NYC is formed by 47.5% male population, offering a great audience for GJ’s.

Dubai

The United Arab Emirates, and more specifically Dubai, has the second highest GDP in the Gulf Cooperation Council. The luxury industry was valued over $5 billion in 2014 with a compound annual growth rate of 7%, as for New York, and it is considered as the country with the highest standards of living conditions in the world. Men in Dubai are more liable to impulse luxury purchases and they, as a population, actually represent a ratio of 2.5 men per 1 woman.

4.BRAND STRATEGY

In order to generate a meaning for the brand, the literal meaning of three words will develop the essence of Gentleman’s Journal. The aim is to enable the GJ brand as a daily record of news and events of a personal nature, designed for and by the chivalrous, courteous, sophisticated, knowledgeable and honorable man with a social position of wealth and leisure.

By founding the desired brand perception, the brand meaning will be instilled in the customer’s mind at a conscious and unconscious level. The implementation of the brand perception design into every touching point with the consumer will lead into a more complete, captivating and meaningful story resulting in engaging consumers.

BRAND MEANING

BRAND MEANING

Instinctive

Subconscious

Conscious

1 What do they feel?

2 How do they feel?

3 Why they should feel it?

“ GJ makes me feel a rush of adrenaline.

When I read GJ, it makes me feel audacious,

exclusive and competent…”

“ GJ is more than just a magazine. It is a peer to peer discussion. When I

read GJ I am truly familiarised with the complexity of the

content…”

“ I am a subscriber of GJ because I am distinctly

informed of the most relevant content of my

lifestyle…”

The brand perception is built within three main stages. The first one is the most unconscious, which is related to the instant feeling of the brand when it is used. The second is set at an operative level, which relates to the way the target customer feels every time they read GJ. The third one is the most rational. It sets the reasons why the customer read the magazine. Moreover, the brand perception will serve as a guideline to produce and empower the user experience every time the user has contact with the brand. BRAND

MEANING

BRAND IDENTITY

Salience

Resonance

FeelingsJudgements

ImageryPerformance

Sponsored events Welcome gift leather

journal Personalised attachment

Exclusive, elite, elegant, premium content and product, limited availability, personalised, premium lifestyle brand.

Sophisticated Special packaging

Reliant on the history of the most iconic gentleman

Quality materials, well-write & relevant content, sophisticated

design, premium price.

Posh, smart, classy, high class,

superior, sophisticated,

stylish, prestige.

The finest magazine

Credibility: renowned writers, photographers,

editors, exclusive brands

Superiority: unique content & product

Relationship Self Image

Reflection

Personality

Physique

Culture

BRAND PERSONALITY

Relationship Self Image

Reflection

Personality

Physique

CultureThe personality prism (Kapferer’s 92) defines GJ in both internal and external dimensions. The prism will delimit the values of GJ and the type of relationship is aimed to achieve with the target. Due to the fact that GJ is a high prestigious magazine, it is important to generate a close and personal relationship. Gentleman’s Journal will be known for being more than just a magazine, it will be seen as a peer to peer relationship. As if the high societies are speaking, relating and relying to an equal.

Relationship

Close Relation Personalised Long lasting

Exclusiveness Trustworthy

Timeless

Physique

High quality content Peer to peer

communication

Men’s magazine Relevant News

Personality

Sophisticated Well-educated

Elegant Charming

Reflection

Doesn’t like to show-off. He buys things not to

please others but to please himself.

Mantra: “Manners make the man”

Self Image

Polite Cultured Classy

Connected with the values of an

English Gentleman

Culture

Base: British man International

Stylish

Prestigious Royalty

BRAND PERSONALITY

Sincerity

Excitement

CompetenceSophistication

Rugeness

RELIABLE

INTELLIGENT

SUCCESSFUL

UPPER CLASS

CHARMING

CONFIDENT

GJ falls in two categories: sophistication and competence. The consistency on communicating these traits will lead to a better recognition and projection of the brand with its readers.

BRAND PERSONALITY

Core Desire: Freedom to find out who you are by exploring the world. Goal: Exper ience a more authentic and fulfilling life. Gift: Autonomy, ambition, ability to be true to one’s own soul.

Core Desire: Prove one’s worth through courageous and difficult action. Goal: Exert mastery in a way that improves the world. Gift: Competence & courage.

Explorer Hero

“Promise: To deliver an exclusive, elegant and relevant content about premium lifestyles.”

BRAND IMAGE

Gentleman’s Journal is all about evoking class, sophistication and intellect. The brand represents quality written content for the multi-faceted individual. It is about excellent, high relevancy content for the modern gentleman who fancies himself as an in-the-know and educated consumer. The publication is the epitome of a well-rounded media outlet, where consumers can find the most current inspirational and aspirational content that embodies the classic, cosmopolitan lifestyle they lead themselves. GJ is a place of influence, where top of the line products, guides, news, interviews and other ideas intersect to impact its readers to be the cultivated and refined gentleman they are. Gentleman’s Journal allows its consumer to command the attention of others in a svelte way, by keeping its reader well-informed, innovation-facing, and up-to-date with all the knowledge a modern gentleman should be aware of.

BRAND IMAGE

Brand Loyalty

BRAND EQUITY

Competitive Advantage

Brand Associations

Perceived Quality

Brand Awareness

Brand Loyalty

Will be developed based on the concept of exclusivity, which was built around a detailed study of the potential membership profile. The idea is to generate a sense of status for the members that reflect being part of a carefully selected group of people, only these select individuals can access the content, products, and events presented by GJ. The concept is to make members feel special and valued so that they will continue to read and subscribe to GJ.

Although the company is still growing, GJ has clear potential to reach the top trending markets in the luxury industry. It is distributed in United Kingdom, United States (NY, Hampton’s, LA, Palm Beach), Europe (Switzerland, France and Monaco), UAE (Dubai), Asia (Hong Kong and Singapore).

Some points to help leverage GJ’s brand equity include:

Reduced marketing costs: network expansion rather than referral process.

Trade leverage: membership invitation, personalisation (peer-to-peer language/conversation, lifestyle aligned brands)

Attracting new customers: special exclusive events

Low purchase frequency, high exclusivity

Brand Awareness

GJ will be part of a set of magazines and journals that deliver premium content around high-end brands. However the target positioning will not be directed to aspirational customers but current customers (niche market).

Therefore the familiarity will be accomplished by introducing brands that are part of high society lifestyle: Chopard, Gucci, Mont Blanc, Patek Philippe, Hackett.

Perceived Quality

Consumers confer high social status and prestige value for being part of the Gentleman’s Journal. The main measurement for quality will be the exposed brands accompanied with the articles or reviews. Therefore, the company has to reflect a deep relation with the brands through exclusives releases, and “top secret” information that isn’t trying to sell to the reader but rather to inform him about the trends in the luxury industry. GJ indicates the best path for future acquisitions/investments/purchases. The high quality will be offered thanks to detailed aesthetics, renowned writers, and photographers.

Price: should be positioned within a high range over other competitors showing that the journal information is not of easy access or low quality. Alternatively, GJ can introduce the option in the future to allow the reader to buy a “share/stock” and not just a magazine subscription. It will reflect the ownership of an exclusive space that will remain until you decide to transfer or sell. Price is set above expectations and willingness of the consumer, in order to maintain perceived value and quality.

Availability: Following the same system of the “shares” the brand will reflect the scarcity and limited or narrow distribution of the content.

Distribution channel: distribution partners consist of luxury hotels, private member clubs, private air charter companies, first class lounges from various airlines, exclusive gyms, shooting estates, high end golf clubs, art galleries, hedge funds, private equity houses and ski chalets.

Brand Associations

The main reason to buy or to be a member of The Gentleman’s Journal is to satisfy an emotional desire. It brings together psychosocial attributes: expensiveness, exclusivity, uniqueness, excellent quality, craftsmanship, refinement and physical attributes: elegance and sophistication. GJ is associated with high social approval, and high hedonism: status and esteem.

Pool of brands: the selection of brands to advertise will be based on how are they perceived by the consumer segment. Exclusivity will filter the brands for our readers, not all luxury brands are perceived as exclusive.

Competitive Advantage

The most important proprietary for The Gentleman’s Journal is their exclusive network of consumers and associated brands that gives them a competitive advantage.

5.RECOMMENDATIONS

Target Market

GENERAL

e-Commerce

Brands Selection

Growth Strategy

Customer Base

Target Market

Narrow the target market personality. In this case, we recommend sticking with the sophisticated, well-mannered, high-reaching gentleman, therefore the voice of the magazine should match this. Having a focused, niche market makes it easier to cater and tailor your strategy to meet their every need and profile, rather than having a broad market and trying to do a little bit of everything. This will make Gentleman’s Journal the go-to magazine for high relevancy content.

Customer Base

Once the target market has been clearly defined, the next step is to focus on increasing the customer base in the UK. The goal is to induce higher print subscriptions through membership loyalty programs and introducing exclusive content online. At the core of Gentleman’s Journal is its air of exclusivity. To really emphasize this, GJ’s online magazine should showcase regular content for free but start subscriptions, or pay-to-view options, for high exclusivity content. This can be in the form of introducing limited edition items, sneak previews, iconic interviews, exclusive “hear it first here” news, etc.

Growth Strategy

Once the brand image is more cohesive and enhanced, GJ can then start focusing on a growth strategy abroad. After a preliminary analysis of NYC, Shanghai and Dubai, we felt that GJ would be best received in NYC. With a staggering amount of millionaires residing in the Big Apple and a flux of high society members, the style and notion of the “British gentleman” would blend well with the old money elites and the aspiring modern gentleman. GJ should establish a strong presence in the US market before heading to the Middle East or Asia. Due to language barriers in Shanghai, and the high concentration of “new money” socialites in both Shanghai and Dubai, the style does not fit as well with the vision of Gentleman’s Journal. A better strategy would be to strengthen distribution and presence in Hong Kong, which is an area already heavily influenced by British style and standards and also with a high cluster of old money magnates.

Brands Selection

With Rocca Media, GJ should identify the most popular and strongest luxury brands in each locale (general market) the magazine is currently being distributed and form strategic relationships with these brands/advertisers. GJ can then concentrate on producing market-specific ads and content to their varying audiences. Through this alliance, Rocca Media and GJ can help advertisers reach their desired market and GJ can learn important insights about the luxury retail environment from the advertisers.

e-Commerce

In terms of e-commerce, GJ should initially fine-tune the ‘shop section’ on the site; adding more items, features and analytics to first track the success of the online shop to see what items are popular, and to understand the ratio of visitors to actual purchases being made. This vital information can help formulate a better action plan to possibly move into a separate retail channel in the future. And once again, GJ should limit e-commerce to customizable, or limited edition pieces for exclusivity and value.

NEW POSITIONING

Aspirational

Modern

Classic

THE GENTLEMAN’S JOURNAL

THE GENTLEMAN’S JOURNAL

Exclusive

NEW POSITIONING

Gentleman’s Journal should follow the lead of their competitor Monocle and reserve the subscription and content of the publication strictly for those elite who have been chosen and invited to subscribe. Using the client database, Rocca Media has the ability to limit the publication to only the most worthy clientele, GJ will genuinely become exclusive as it will be very limited. Furthermore this allows the magazine to position itself as the most exclusive lifestyle publication aimed at young, sophisticated, successful, entrepreneurially-minded men. No other publication occupies this space. While the magazine could also occupy the space of exclusive and modern, it may begin to overlap with publications that, while they are not lifestyle oriented, cover similar information with a heavy business background (i.e. Entrepreneur, Forbes, etc). Entering the arena of classic and exclusive does not mean neglecting the modern innovations and tech, rather it speaks to that desire of following the true definition of being a gentleman in a modern world. The classic image also speaks to the heritage of the publication, being traditionally English which is a romantic notion adored by the rest of the world.

VALUE CREATION

Magazine AdvertisersMembers

THE GENTLEMAN’S JOURNAL

GJ needs to have in mind that the brand performs for a two sided market as members and advertisers link together in one network. Because of that, different offers and values are proposed for each market while they benefit amongst each other. “ Value grows as the platform matches demand on both sides.” (Eisenmann, Parker, Alstyne, 2006). When GJ generates value for members such as high quality content and an exclusive customer experience; value is added to advertisers by having access to valuable targeted audience, instant online and offline shopping experience, integrated campaigns through Rocca Media platforms and successful crowdsourcing with the possibility of co creating with their most prestigious clients. (See Appendix BMC for further explanation).

VALUE CREATION

Gentleman’s Journal in the UK will always be the original. However as the publication grows, it can leverage synergies across all the GJ magazines worldwide. The target market does not change much as it is very niche. For example, while some of the content will differ, as different markets have different interests and face different issues, architecturally the Gentleman’s Journal UK will be the on the same brand level as Gentleman’s Journal USA, both which fall below Rocca Media. Furthermore, should GJ want to split the content between the East and West Coast of the United States, it would still be GJ sub-branded with the location, ie: “Gentleman’s Journal: West Coast”. Maintaining the publication name in all markets is extremely important, as the name is the brand promise. (See appendix)

BRAND ARCHITECTURE

BRAND TRACKING

% Membership Subscription Increase % Membership Subscription Retention % Membership per Market D ig i t a l ana l y t i cs : V i s i t s tracking system for website (ex: for every section, how many people saw the article as % of total audience)

% of year ly Adver t is ing contract renewals A d v e r t i s e r i n v e s t m e n t increase New advertisers per year Total sales across Shopping Online (product purchase tracking)

Members Advertisers

THE GENTLEMAN’S JOURNALBRAND STRATEGY

TEAM 9 Daniel Rodriguez Gabriela Aparicio

Danielle Potts Stephanie Wong

Andreina Pestana Laman Riaz

APPENDIX

COMPETITOR ANALYSIS

Brand Image Quality, innovation, cultural influence

Strengths

Target Audience

Positioning

Vulnerabilities

Worldly, informed, well-educated

Simple, smart, humorous, sophisticated

Exclusive, invite only subscription

Males, age 30-50, income of $100,000+,

high level positions

Feels old, does not issue a digital publication

Prestige lifestyle magazine and small

media empire targeted towards the affluent and

elite.

Celebrities, world class photographers, top models

Males, age 25-45, succesful

Lost some prestige, drop in readership.

Top men’s lifestyle magazine informing

readers of top trends in fashion and tech; all a man could want for his

life.

Global brand, awareness, support of Hearst magazine

Confident, succesful, males, age 25-45

Drop in readership

Sophisticated and substantial multiplatform men’s magazine brand. It

is both a practical and authoritative guide to

getting the best out of life.

BRAND AUDITShanghai New York Dubai

Average spending dropped in 2014 by 15%, 25% gifts ( government crackdown and conspicuous consumption, economic slowdown)

• Increase 7% spending in business trips

• Experiential consumption: Chinese likes to perceive they buy more than just a product.

• Increased Domestic Purchase

Consumer trends

Tech trends

Economic trends

• Consumers seeking bargains on quality brands however money is no object for fine quality jewelry. Preferred brands Cartier, Tiffany, Armani, LV. (euro monitor)

• More liable to impulse purchase. • 5 behavior based personas:

Super savers YOLO experiencers Image driven buyers Deal hunters Casual Spenders

• New generation of 30-40 year olds making millions/yr in hedge funds, technology and real estate.

• 2 main growth drivers: Emerging middle class (“aspirational masses”) & growing # of millionaires, make up 25-27% of luxury market

• Demographic profile: Inconspicuous, conspicuous consumersIndie and trend focusedMedian Age of Upper West Side: 42.517.6% of Males making $100, 000+ in NYC

• Stable economic growth • Focused on Attracting foreign

investment• Less consumer confidence,

discrete spending• Luxury in negative trend in 2014

• US wealthiest country, aggregate wealth of $114 trillion by 2019

• Luxury market growing at average of 7% per year

• Over $5billion luxury market in 2014 with CAGR of 7%.

• Designer apparel/footwear/jewellery and timepieces account for 79% of luxury spending.

• Mobile Apps : QR Code, augmented reality, Near Field Communications (system that allows devices to connect with each other) Mobile paying

• Nielsen measures digital add ratings for China

• Mobile Apps : QR Code, augmented reality, Near Field Communications (system that allows devices to connect with each other) Mobile paying

• Nielsen measures digital add ratings for China

• Over ⅓ of all credit cards in the GCC are registered in the UAE even though less than ⅓ of all payments are made electronically.

• By 2019 Euro monitor International predicts that Internet retailing will account for 3% of all luxury sales.

BRAND PERSONALITY

Brand Archetypes will be used to develop GJ’s timeless story and heritage across cultures and markets at an unconscious level. When defining a differentiator in specific archetypes by appealing universal human needs, the brand would be successfully introduced into a global expansion (Mark & Pearson 2001). The GJ personality falls into two archetypes: Explorer and hero. Even though they differ, the core desires revolves around being true to oneself through applying mastery and freedom to experience authentic adventures

BUSINESS MODELValue Proposition

Costs structure

Key Partners

Key Resources

Key Activities Stakeholders

Channels

Customer relation

Revenue Streams

Connects premium brands with the world’s most worthy exclusive clientele. Delivering selected, high quality content about premium, exclusive brands and lifestyle trends.

Multi-sided model

Readers: most wealthier, sophisticated men in world metropolis.

Advertisers: luxury brands with an exclusive perception within different markets (niche market approach).1. Awareness

Events 2. Evaluation

Events 3. Purchase

Website Mobile App

Dedicated personal assistance This relationship involves dedicating a customer representative specifically to an individual client (Advertiser or reader). It represents a deep and intimate type of relationship developed based on trust (reader) and strong contracts (advertiser) for a long period of time.

Editorial & Writing Distribution Members contacting & filtering Event management Platform management

Human Exclusive editors Network manager: Harry Designers

Intellectual Brand copyright Readers list

Event Managers Top Venues Luxury Brand Managers Distributors (Magazine - Shop) Investors Top social influencers, leaders

4. Delivery Print magazine

5. After sales Events Sales force

Platform management Event launch Editorial and designing Salaries

Whole Membership - Fixed pricing Segmented Advertising - Flexible pricing Online Shop

BRAND ARCHITECTURE

Corporation

Master Brand

Branded

Companies of Division UK USA

Categories Publishing News Event

Brands

Online & Offline

Social Video Platform

Online

Sub-brandsUK US HK*

* Recommended Brand Architecture

REFERENCES

REFERENCESAaker, J. (1997, August). Dimensions of Brand Personality. Journal of Marketing Research , 347-355.

Batten, A. (2013, January 3). UAE Luxury Goods Market Boosted by Strong Taste for Designer Clothing. Euromonitor . Euromonitor.

Bennett, E. (2014, March 26). Slide Share: Archetype Overview with Brand Examples and Character Compass. Retrieved June 2015, from Slideshare: http://www.slideshare.net

Brand Image. (2014, June 04). BLOG: Driven By Meaning: Uncovering the Three Layer of Perception. Retrieved June 2015, from Brand Image: http://www.brand-image.com

Carr, T. (2013, May 2). Article: BGC--Four Trends Driving the New Age of Luxury . Retrieved June 2015, from Luxury Daily: http://www.luxurydaily.com

Eisenman, T. R. (2006, October). Strategies for Two Sided Markets. Retrieved June 2015, from Harvard Business Review: http://www.hbr.com

FlorCruz, M. (2014, February 06). Shanghai Surpasses New York for Luxury Goods Buying, Depsite Chinese Austerity Drive. Retrieved June 2015, from International Business Times: http://www.ibtimes.com

REFERENCESJing Daily. (2014, February 04). Chinese Shoppers Leave New Yorkers in the Dust for Luxury Buys. Retrieved June 2015, from Jing Daily: http://www.jingdaily.com

Kapferer, J. (2009). Kapferer's Brand-Identity Prism. Retrieved June 2015, from European Institute For Brand Management: http://www.eurib.org

Rambourg, E. (2015, January 20). China's Luxury Boom is Very Different than Japan's Luxury Boom. Retrieved June 2015, from Business Insider UK: http://www.uk.buinessinsider.com

Rambourg, E. (2015, January 14). Meet the Chinese Luxury Shoppers Who are Taking Over the World. Retrieved June 2015, from Business Insider UK: http://www.uk.businessinsider.com

Say Daily Editors. (May, 14 2014). Say News--The Gentleman's Journal: Dispatches from the Fashion Capital of the World. Retrieved June 2015, from Say Daily : http://www.saydaily.com

Smith, R. A. (2013, November 19). Fashion: Men's Luxury Shops Lose Snob Appeal. Retrieved June 2015, from The Wall Street Journal: http://www.wjs.com

Soller, K. (2013, September 08). Everything Guide: The Everything Guide to Man-Clothes Shopping. Retrieved June 2015, from New York Magazine: http://www.nymag.com