KOREASCHOLAR

This works aims to analyze pricing strategies among various luxury sectors as well as to identify latent structures between brands and categories. Unlike previous works, we investigated the firms’ perspective and worth instead of customers’ perceptions. For this purpose, we web scraped market-data from numerous luxury houses such as woman shoes, luxury cars, haute couture and men’s watches (own online shop/ foreign platforms). the results argue for a positive correlation between brand value and prestige pricing. Accordingly, Mercedes-Benz and Louis Vuitton build the most valuable brands in their industries. In Fashion, we found that LV is a feminine brand. Besides, in some categories, a thoughtful competition is coming from lower-scaled companies (premium) which poses real challenges for established high-end manufacturers. A hierarchical cluster analysis shows a significant gender effect in defining luxury categories. Unlike what many would think, men’s luxury items (e.g. shoes and watches) are significantly more expensive than female products.

ABSTRACT
 INTRODUCTION
 APPLICATION OF PREMIUM PRICING AND HYPOTHESIS
 EMPIRICAL STUDY AND RESULTS
  Car industry
  Personal and fashion goods
 CONCLUSION
 REFERENCES

• Houssam Jedidi(Johannes Gutenberg University of Mainz, Germany)
• Oliver Heil(Johannes Gutenberg University of Mainz, Germany)