Ch. 17 - Personal Selling and Sales Management

Givenchy was not always as famous as it was today. The founder Hubert de Givenchy had to work with Cristobal Balenciaga, the founder of the luxurious brand Balenciaga. Together they presented their collection in New York during a charity gala. In those days, the selling process mattered more than the product itself, but with all the changes and innovations, things have changed.But those days are long gone when consumers had to visit these shows to purchase a piece. Personal selling and sales management are crucial to a companies success but in the luxury market things operate a little differently. Givenchy is a luxury apparel brand, so their approach to sales and sales management will be a bit modified to fit their particular target consumer. 

As far as the sales management go, luxury brands like Givenchy usually depend on media publications to make allow their consumers to do their own research before even making a final decision. So as a result consumers value things more than they value service, making management a lot easier. The people want nice things more than they want nice service. Luxury products, like other products are part of the media many consumers consume, which is where people learn about and decide what they want to buy. That is why many luxury brands are working with the internet’s best retailers.