Research Proposal: Extension and evolution of luxury FASHION brands
my specialisation is Marketing and Brand Management
Please write Detailed Research Proposal
The Detailed Research proposal must include the following sections: an academic and industrial background to the topic of your research, the project aim and objectives, the research approach, the programme of work in a diagrammatic format and a list of at least 15 academic references (of which at least three for the methodological approach you intend to use). The Detailed Research Proposal must be no longer than 2500 words excluding the project plan and the references. You should be proactive in the development of your Research Proposal and the role of the supervisor is to help you shape YOUR ideas.
a. The research background and literature review: You will illustrate the problem which your research will be addressing, explain its academic and industrial context, demonstrate a knowledge and understanding of past and current work in the subject area by synthesising academic journal papers of relevance to your work.
b. The project aim and objectives: define the overall aim of the project and the specific measurable objectives that you plan to achieve. You should phrase your objectives in a way that once achieved they will demonstrate the successful achievement of the overall project’s aim.
c. The research methodological approach: this should include some information on the general methodological approach you intend to adopt for your study, the accessibility of the data you intend to collect and the techniques you intend to use for data collection an data analysis.
d. Programme of work: describe the tasks you need to conduct in order to complete the project, identify the major milestones by which you and your supervisor will monitor the progress of your project (e.g. completion of literature review, completion of data collection). The programme of work should be illustrated by a simple diagrammatic work plan showing the major tasks and milestones against a timeline. The work plan is not included in the words limit of the detailed research proposal and represents a one-page ‘appendix’ to this report.
e. At least 15 academic references relevant to your research proposal using the Harvard style.
What this work I want to be about: (WE CAN DISCUSS IT)
1. Nowadays, many luxury brand having and extreme brand extension. For example, Chanel that use to asocial with elegance and chick, minimalism and quality now doing Uggs and snicker. They paying a lot of attention to the younger generation. In one hand they are getting a lot of clients (and a lot of absolutely new clients), but in another the could damage there brand by extending it too much. What would be in 10 years if they would continuous like this? Wouldn’t they loose their brand identity? Is there is risk of loosing “original” clients by changing perception of the brand?
2. Example of last collection of Gucci- they became to be so funky, that some big clients don’t even want to buy their cloth anymore. But in the same time they brought a lot of attention.
There are too much choice even in the luxury world, so, many brands trying to be very unique and extraordinary. But we are talking here about brands with history. Is it right to bring this kind of attention, that could lead to the damage of the reputation?
3. in one hand we need to follow new trends, but how much luxury brands shall adopt? History, heritage and positive association with some brands (like chanel), that’s what differentiate it from the crowd. But if you wouldn’t adopt at all you could may become outdated (like Versace). How to find harmony and balance?
4. there are interesting example of Dior and Valentino, that are keep changing their designers. Even so, Dior (that is a part of LVMH) is very successful. Their style more or less stable (its classy, fresh and elegant). The quality is stably high.
5. Most of the successful brands changed dramatically after creators died (left). When designers changing an image of the brand often changing a lot. Are most of changes and evolution (mutation) of the luxury fashion brands are mostly human factor? How to control it?
My supervisor would like this work to concentrate on one Luxury Fashion brand, but I could use others to support ideas and hypothesis (the failing and success of other luxury fashion brands).
You could newspapers, magazines, social network to get case study, but the rest of the work has to be from high quality academicals journals (ABS 3* and above)
I would like you to use qualitative research method.
Would be nice to have some interviews, but I’m not sure how we can justify it. THATS DISCUSSABLE
Please discuss/confirm please main company before you start to work on it.