C/M/212. Dissertation. Marketing Communication Strategies and International Luxury Brands: A Comparative Study of Gucci, John Richmond and Missoni

This dissertation investigates the effectiveness of Gucci, John Richmond and Missonis marketing communication strategies. As major international luxury brands with very different types of customer, company size and marketing budget, this highlights the varying strategies that luxury brands employ to attempt to attract customers. The dissertation uses both qualitative and quantitative research methods, which involve interviews with representatives of the three luxury brands, a focus group with luxury brand users and questionnaires given out to customers of luxury brands. It provides a detailed literature review of the marketing communication and luxury brands literature. It would be useful to anyone interested in using mixed research methods or wanting to know about marketing communications, luxury brands or any of the three case companies (Gucci, John Richmond and Missoni).