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A total of 116 respondents with the characteristics to be women and 25-55
years old were approached, of which 100 satisfied the set criteria and proved to
be luxury consumers as defined by Dubois and Duquesne (1993) and Tod's Clients
at the same time.In order to obtain a concrete idea about the potential
interaction between brand loyalty and brand extension and how the Customer
perceives it, the author found useful to have face-to-face interviews with
Luxury Customers. tods shoes online
Thanks to the answers the respondents gave, it would be possible to check the
affinity and similarity between the new product and the Brand. 4 were proposed,
which showed the general features that Tod's Clients consider important in the
brand in order to purchase it. It was forecasted that some of them could not
know it and it was considered useful to show them (in the case) some pictures
and advertisements in order to let them evaluate the brand extension even if
they were not aware of it. The "fashion" status seems not to be relevant for the
majority when purchasing Tod's products, but they take in consideration the fact
to buy a Luxury Brand.Within the characteristics that our sample attributes to
Tod's products, that are as well the reasons why they buy them, 84 respondents
out of 100 and 82 out of 100 say respectively to buy them because of the style
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Whilst Selfridges may be a little more modern than Grace Brothers,tod's, we
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