I was in charge of preparing revised agendas and cover letters, attendee lists, and assisting in the internal distribution of the budget book for the meeting to ensure that it proceeded without any form of interruption. I also organized a celebratory dinner the President desired to host for senior staff members after a hugely successful outcome. In the same line, I coordinated the Global Conference in Milan, both internally and externally for the President and a few staff members. I worked one-on-one with the Intercos Group to assist with the agenda, transfers, and attendee lists, including a dinner hosted by Arabella Ferrari Intercos Group.
Perception and Judgement about the internship. We considered the purchasing behavior of luxury goods among consumers and discovered that they were not always looking for similar benefits, therefore, we had to influence their purchasing behavior.
As a way of promoting quality standards required for a luxury organization, quality and brand uniqueness are repeatedly used among workers as they communicate. Despite having the dominant brand in the organization, there are specific sub-brands in distinct departments that presented a unique taste, aesthetic appeal, age needs, gender needs, among others so that consumers could effectively choose the luxury items they wanted.
In an organization, consumer withdrawal behavior is the psychological or physical act of removal from a product, service or the organization due to perceived poor quality of products. The interest of both systematic and occasional consumers have on luxury goods impact on sales within the organization. The withdrawal behaviors of consumers as shown above have remarkable effect in an organization in terms of reputation as discussed herein.
In the fashion and luxury industry, I discovered that one of the major effects of consumer withdrawal behavior is low sales due to poor task performance that compromises quality.
As the workers continue to compromise on the quality standards that the organization sets, interfere with customer service and disrupts the production system in the fashion and luxury insustry, the oranizationn is likely to experience consumer withdrawal from its products.
The other effect on the side of workers is that withdrawal behavior causes employee turnover. In the fashion and luxury industry, ideological change is highly encouraged because it enhances creativity and promotes productivity of the higest quality goods that anticipated consumers seek in the highly fragmented market.
At Tom Ford Beauty, management tries to remove the employees from past ways of thinking and production to embrace modern technology of production to enhance and sustain quality standards. This creates new thoughts among the staff who then device more competitive approaches to be used in enhancing the production of quality goods that consumers desire. In addition, modern ideologies promote relationships and behavior change among workers in an organization, a requisite for organizational success.
One of the success ideological changes that have helped the organization is a drift from individualistic approach to team building approach in enhancing the quality of products. Even though individuals also contribute to the success of the organization, teamwork has become highly important in organizations.
Through teamwork, employees have continued to contribute the organization by sharing skills, latest fashion trends and learning from one another, thus being able to improve in performance. As part of the production team, I realized that the 4Ps, which include Product, Price, Place, and Promotion play a significant role in the promotion of company image and luxury brand management.
Regarding the product, luxury goods must be unique, attractive and superfluous. On price, fair pricing coupled with perceived value, relative value and subjective value instigate emotional arguments among potential consumers.
Regarding place, the distribution channel used and accessibility of the place for luxury goods increase their sales. On promotion, the information about the luxury products must be effectively communicated to the potential customers using the most viable channels, including internet, posters and brochures, and events to enhance consumer awareness. For Tom Ford Beauty, social media platforms have been on a quick rise, thus allowing it to be more influential because of the vast exposure it has garnered.
In summary, my internship at Tom Ford Beauty highly benefited me a lot in terms of personal and professional development in the fashion and luxury industry and management at large. I performed different activities as the lead of all assistants in the company where I actually learnt the dynamics and complexity of management in the fashion and luxury organization and this could assist me in future endeavors in the industry.
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