Famous fashion Designer Gabrielle Coco Chanel (1883-1971) stated that luxury is a necessity that begins where necessity ends. Similar fancies were recognized by the noted economist Veblen (1899), in his paperback The Theory of the Leisure Class, who explains the concept of conspicuous consumption as the waste of money and/or resources by people to exhibit a higher status than others. Luxury is concept narrated to status, ego and psychogenic needs; it is not necessary for survival. Luxury goods have forever been related with high quality, craftsmanship, uniqueness, creativity, exclusivity and innovation. Apart from these product attributes, the consumers also obtain the additional psychological benefits like esteem, prestige and a sense of a high status that reminds them and others that they belong to an exclusive team who can supply these valuable goods.
The overall sales of luxury goods in the year 2009 is expected to be more than US$150 billion and Asia contributes 10% to it. The concept of luxury is now no confined to merely to Europe and US, the Asian subcontinent contributes majorly to it, with India and China as the newly emerging markets. Professor James Twitchell (2002) remarks on the democratization of luxury and the changing consumer psychology These new customers for luxury are younger than clients of the old luxe used to be, they are far more numerous, they make their money distant sooner, and they are far more malleable in financing and fickle in alternative. They do not linger put. They now have money to burn. The competition for their attention is intense, and their consumption patterns-if you have no noticed- are changing life for the rest of us." Patrick Normand, managing mentor of Cartier (Middle East & South Asia), discusses the potential of Indian luxury market, The growth of India as a luxury products market, and its emerging potential is very apparent now especially as the economy is booming and there is a common positive sentiment towards global brands. According to the latest Asia-Pacific Wealth Report, there were an estimated 1, 23,000 millionaires by the end of 2007 in India, up 22.7 percentage from the previous annual; making it a big potential market for the international luxury actors. As per Forbes magazine (March, 2008), monetary capital of India-Mumbai-ranked seventh in globes altitude 10 cities where largest number of billionaires resides. Still luxury market is at a very nascent stage in India. As argued in Luxurion World 2009 in Mumbai, the Indian Luxury Market is estimated to be to be USD 4.35 billion and this fashions merely 2% of the global share. For an Indian owning a luxury brand would average fulfilment. According to a study by American Express, Inside the Affluent Space, Indian consumer has a desire to testify that Ive made it. He is an aspirer and for him luxury is a reward, which is a mindset very different from a European consumer for whom luxury is an experience.
India as a retail market is not uniform, especially while it comes to preference for luxury in terms of absence fulfillment. Moreover, the market is not as mature as the European market where consumers seek fulfillment through experience. Few players have been able to fulfill the needs of the Indian luxury consumer. Since this section of market remains untapped, huge potential lies in the same. Therefore, it becomes important to delineate the needs of the Indian consumer to target them better. To be successful in India as a retailer, it is essential to gauge both, the financial potential as well as the mindset of the Indian luxury consumer. Localization of global luxury brands is essential to tap the huge potential of the different market. It requires understanding of luxury product market characteristics and developing the brands hence. This will assist in bringing along the right product offerings to the Indian consumer as well as targeting them better. Moreover, restricted accessibility to luxury in India is a barrier to its growth and acceptability. There are several cities in India which have a huge potential for luxury which still remains untapped.
Luxury brands have their presence in the major cities like Delhi, Mumbai and Bangalore. Demographics of several other cities suggest huge potential for luxury retail. Okonkwo (2007) argues that India with a growing population of literates who have a lofty costing power woos most of the international luxury brands.
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India has a rich tradition of luxury. Addressed as the Golden Bird, India has capable Maharajas and Nawabs who had refined tastes and were connoisseurs of luxury (Kapoor, 2010). Describing luxury as "poise, harmony and beauty of human race," French diplomat to India Jerome Bonnafont told the luxury summit, "for of lavish Indian marriages, medium advertisements, maharajas and Bollywood stars, I feel the craft of luxury is living in India (Pandey Omkar, 2008). Jacques Cartier visited India in 1911 in pursuance of nice pearls. He also persuaded a number of Maharajas to reset their gems using Cartier charts. The pendant, created for the erstwhile Maharaja Bhupinder Singh of Patiala by the House of Cartier in 1928 is 1 of the most expensive pieces of jewellery ever made (Chuganee Bhakti, 2010). Indians still have the concept of luxury joined to their lives; an would not fall short of instances, be it the plush Residence Antilla of Mukesh Ambani, or worlds most expensive tie by Satyapaul.
For customer-centric retailing of luxury goods in India, the understanding of across cultural impact on global brands becomes important which can be achieved through segmentation of markets suitable to luxury goods. It considers issues such as proceeds, affluence, wealth as well as psychographic reaches of individuals (Seringhaus, 2002). Purchasing habits, creature a major chapter of the overall consumer behavior, are deeply affected by the prevailing cultures of the society in which consumers live (Belwal, 2009). Kotler and Armstrong (2008) state that consumer purchases are inspired strongly by cultural, social, private, and psychological characteristics which have to take into account for successful sale. Subcultures that can be differentiated by nationalities, zones, religions, social beliefs and languages, and share identical amounts; play an momentous character in customer behavior, principally in their favorites for purchase. Likewise, additional socio-demographic variables such as family proceeds, age and life cycle stage, training, occupation, are also momentous (Belwal Rakesh & Shweta,Cartier, Learning apt Listen, 2009). The growing number of brands and the spurge in retail relates to consumer expectations up to a decisive extent-which tin be understood by studying their behavior.
Luxury productions are exclusive pieces of craftsmanship driving the aspirations of many yet owned by a few. Luxury has assorted meanings for different human (Kate, 2009). To some purchasers luxury goods cater a manner apt lifestyle, some adjust luxury to their lifestyle and there are still others who necessitate these to make a statement of their asset (Okonkwo, 2007). The perception varies with the maturity of the market and the exposure to which the consumers have been subjected.With the democratization of elegance in the 1990s (Kapferer & Bastien,2009) which broke out with the conglomeration of luxury initiated by Bernard Arnault, the fabricate of several luxury houses has changed to more systematized corporate firms and their reach has crossed borders. A luxexplosion (Chadha & Husband, 2006) has buffet Asia. eastern consumers list because as many for half of the global luxệ manufacture. Hong Kong boasts more Gucci and Hermes stores than New York alternatively Paris. Chinas luxury market namely growing with such gusto namely it will single-handedly convert the biggest by 2014. Even Indian luxury market which is still in its nascent stage, has 3-month waiting lists as exclusive chips, while in Tokyo, the epicenter of the cult, 94% of women in their 20s own a Louis Vuitton sack.
Luxury goods industry is very different from normal goods in terms of market specifics and behavior of consumers. Also the level of approval and knowing of luxury in different markets is different. India is in nascent stage of its development as a luxury retail market. Only a few cities like Delhi, Mumbai and Bangalore enjoy the presence of luxury civilization thereby production the accessibility and visibility of these products quite cheap. There has been quite a lot of argue above the potential growth of luxury as a conception in India. While many specialists look India as one upcoming market and the next China for luxury, there are others who think that the potential of the Indian market has been overrated and argue that since India is a amplifying country there is a tiny scope for pronounced consumption. Several researches have been conducted above the luxury markets of Asia with special reference to China and Japan. But quite less relevant research has been done with focus on the Indian market. The significance of Indian market in the international retail scenario is distinguished. Hence a comprehensive research on the potential of India as a luxury market is extremely pertinent.
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