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Calvin Klein and Diesel know how to entice with small products

Calvin Klein and Diesel know how to entice with small products

A third of Germans would buy Calvin Klein products if money were no object. An international survey by Nielsen shows potential for designer-name products in mobile phones, laptops, flat-screen TVs and MP3 players.

According to the evaluation, Gucci, flagship brand of the French luxury group PPR, is the most coveted luxury brand in the world. According to market research institute Nielsen Company, one in five international consumers said they would choose Gucci (above all other luxury brands) if money was no object. This makes the Italian fashion brand, which was revived by Tom Ford in 1990, the most sought-after and coveted luxury brand in the world.

The ranking for Germany In Germany, Calvin Klein takes first place with 32 percent, followed by Giorgio Armani and Diesel (23 percent each), Gucci (22 percent) and Versace (20 percent). In Nielsen’s 48-country global internet survey, Chanel and Calvin Klein share second place, followed by Louis Vuitton, Giorgio Armani, Christian Dior and Versace. “While quality is undoubtedly one of the main reasons for buying luxury brands, it is not the only incentive. A luxury brand needs to sell its core brand values ​​along with its image,” say the brand researchers. This is the “image” reflected in design and the lifestyle that goes with it, for which consumers are willing to pay more.

According to the study, 62 percent of consumers surveyed in Germany are of the opinion that buyers of designer brands want to show their social status by purchasing a luxury brand. 20 percent of those surveyed stated that they themselves buy products with the Calvin Klein and Diesel labels. Eight percent each also buy products from Ralph Lauren and Armani. “These brands understand the importance of infusing the brand values ​​into smaller products to initially draw the consumer in. If they then have more disposable income, they will buy more expensive products from the same brand,” explains Michaela Hockenberger, Director Marketing & Corporate Communications at ACNielsen Germany.

The Nielsen survey shows that just over a fifth of consumers in Germany would buy a mobile phone or flat-screen TV if it were branded with a luxury brand – a business opportunity that fashion giants like Prada and Armani are already capitalizing on. 18 percent would treat themselves to a laptop, and kitchen appliances (11 percent) and MP3 players (10 percent) with designer labels could also find a market among Germans. “It seems like there is a huge market potential for luxury brands in every corner of the home and office,” Hockenberger concludes.

In accordance with their status, the designers advertise their products with a high advertising budget. According to Nielsen Media Research, Armani advertised in Germany in 2007 in the traditional media with an advertising volume of 14.9 million euros, followed by Gucci with 11.4 million euros and Chanel with 8.4 million euros. Further down the scale of advertising budgets are the designer items from Calvin Klein, which are preferred by Germans, at 1.9 million euros and Ralph Lauren at 2.1 million euros. -mu