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Evaluating the Performance of the Shopping Experience in Ultra High End Luxury
My second graduate degree was focusing on UX as that was the major push at the time in business. I went to Kent State University. A public research institution founded in 1910, Kent State University (KSU) is the largest university in Ohio operating seven regional campuses with additional teaching facilities in: Cleveland, New York City, Paris FR, and Florence IT. I had already worked with the faculty at the New York campus and was close with the department chair in the fashion department. Based on my comfort level with Kent, it became a logical educational institution for this endeavor. They were also ahead of the curve in bringing this master's program into the education arena.
It is important to focus in on luxury brands as they offer great growth opportunities in a changing retail market. The audience for this research project were those looking to get an understanding of the luxury market and the impact of e-com. Many luxury brands offer many product lines and channels to make a sale. Those are multi-tier brands that offer many items at a variety of price points. That in mind, those item categories would fall to the high end of the price point when compared with other items in that product category.
The audience for this study – those that are interested in fashion or luxury brands with the idea of developing online sales for their luxury products. The target market for luxury products are the top 2% of wealthy individuals in the world — it is not limited to geographic location. For the purpose of this study, the focusing will be on fur apparel.
Reasoning:
– This is a luxury commodity. It has been consistently viewed as a luxury good, but unlike jewelry, it is not tied to romance like an engagement ring or wedding band. It is a completely optional expense.
– At the time, 80% of all luxury brands incorporate fur into their product line for their higher end clients.
– According to the International Fur Federation, it is not bound by geography as there are over 400 retails store in Dubai that offer fur apparel. Hot weather obviously does not affect fur sales.
