Conspicuous Consumption: The impact of luxury fashion advertising on consumer psychology

Essay content guide:

⁃ Basically the essay is about conspicuous consumption so after writing the intro and thesis, explain what is conspicuous consumption and go in depth, use quotes about conspicuous consumption to help you also.

⁃ In the second section of the essay after explaining conspicuous consumption, In order to relate conspicuous consumption to luxury fashion advertising all you have to think about is the impact it has on the consumer.

⁃ Speak about the marketing strategies and advertising techniques that luxury fashion brands like Versace use so they make the consumer want to buy their products. Speak about how they make those products desirable andthe fact that they make the one who buys them feel exclusive and upper class.

⁃ Speak about new money, the nuveaux riche, speak about countries that have consumers known for being conspicuous like China and Russia's growing luxury fashion obsession and luxury market, speak about people that buy brands not because of the quality but because of the designer logo to show off and to make a status statement.

⁃ Don't forget to mention stuff about branding, and semiotics, mention examples of luxury fashion ads. Mention marketing techniques like advertising a product as Limited Edition etc..

⁃ Speak about how expensive luxury brands know about this wannabee consumers who care just about buying the name so they can fit in. For example Versace is expensive and high quality, not everyone can afford it, that's why the Versace house created Versace jeans (this technique is called brand diffusion so don't forget to mention brand diffusions it's important), Versace jeans is much cheaper quality and lower design but it has the Versace logo that people want but the materials and quality are no different from Zara, but the people who buy Versace Jeans such as conspicuous consumers, aspire to Versace but can't afford it so they buy Versace Jeans just to feel like they are part of the cool club. Examples of other brand diffusion are Armani xchange instead of Armani, just Cavalli instead of Roberto Cavalli, polo instead of Ralph Lauren.

⁃ Also don't forget to analyze and speak about the different types of luxury consumers.

⁃ Speak about brand collaborations, for example when Versace collaborated with the cheaper H&M to make an affordable collection for the average consumer and how both brands even though one is high street fast fashion and one is high end luxury collaborated to appeal to these conspicuous consumers and to make great profit, balmain did the same thing.

⁃ Please make sure the essay flows and please remember the thesis at the beginning, intro, methodology, literature review.

⁃ Make a cover page and also a content page with sections of what you're going to talk about in the essay and put the respective page number of each section. Times New Roman 12 double spaced.

⁃ You can also mention how some fashion or luxury brands collaborate with cellphone companies, technology companies, audio headphones companies to release exclusive designer versions of already existing consumer goods to make them more desirable and exclusive, and how they use their branding to penetrante through different fields. Example Versace expanded their brand to Versace hotels and Versace home, Roberto Cavalli released Roberto Cavalli vodka, Jean Paul Gaultier released the JeanPod which is a designer smart home speaker like apples home pod or Amazon eco, Armani released Armani clubs and cafes, and all these places appeal to conspicuous consumers for a reason, because of the luxury name associated with these high fashion houses.

⁃ Conclude with a smart conclusion summarizing everything and also include recommendations and references please it's mandatory.

⁃ Use these examples and ideas I gave you and use them just elaborate more on them and back them up with citations and research.