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    Unit 1

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    UNIT 1 TAHP2 UEH

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    Unit 1

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    trang.potico
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    UNIT 1 TAHP2 UEH

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    UNIT 1

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    UNIT 1 TAHP2 UEH

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    5 views8 pages

    Unit 1

    Uploaded by

    trang.potico
    UNIT 1 TAHP2 UEH

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 8

    UNIT 1: BRANDS

    READING 1: BUILDING LUXURY BRANDS


    Activity 1: Discussion

    Which of these are luxury brands?

    Activity 2: Useful Vocabulary

    Word / Part of
    Definition and Example
    Phrase Speech

    restless

    pursue

    executive

    exclusive

    shareholder
    prime

    couture

    anticipate

    territory

    bankrupt

    Activity 3:
    What is the brand image of Dior?

    Activity 4:
    Skim the article quickly and say which of the following points are mentioned:
    1. The high profit margins on bags
    2. Investing in markets that may take some time to grow
    3. People are ready to pay a lot of money for very high-qualty things because they are beautiful.
    4. Building customer loyalty through ready-to-wear

    Activity 5: Read the following article:

    Restless pursuer of luxury’s future


    by Vanessa Friedman
    Sydney Toledano (Dior’s Chief Executive) is one of the longest serving chief executives in the
    luxury industry. As the industry goes global, he must balance the demands of shareholders and
    the values of a historic label, the need for exclusivity and the need for expansion.
    He routinely communicates with his demanding boss, Bernard Arnault, main shareholder of
    Christian Dior, and a number of creative types, including Dior’s clothes designer John Galliano
    and jewellery designer Vicwire de Castellane.
    ‘The best advice I ever got was that, when times are bad, you need to get out of the office; when
    things are good, you can spend time on the organisation,' says Mr Toledano, who travels almost
    every week to one of Dior’s 224 stores round the world. ‘You have to look for newness, look for
    what is happening next. Forget the calculator. Understand the people from different countries
    and what they want.’
    It was by spending time in China the 1980s, for example, when he worked at the French leather-
    goods house Lancel, that Mr Toledano first realised China would one day be prime territory for
    luxury.
    ‘I met some factory owners, and they were working so hard, but then they would bring you to a
    restaurant and it was clear they wanted to enjoy life,' he says. ‘And I thought: one day these
    people are going to have money and they are going to spend it.’
    A few years later, Bernard Arnault contacted him. 'The interview took 15 minutes. He knew
    exactly what he wanted.' says Mr Toledano: to take a small couture house he had bought out of
    bankruptcy and build it into the biggest luxury group in the world. Mr Arnault has used Dior to
    create LVMH (Louis Vuitton Moet Hennessy, the world’s largest luxury group).
    ‘Christian Dior can double in five years,’ he says. ‘There may be difficult times coming, but if
    you look at the Middle East, China, even Europe, I believe there is growth coming and we have
    to develop our network and perfect our supply chain.’
    The next wave of luxury buyers is now in the new territories: the Middle East, Russia, Hong
    Kong and South Korea.

    Mr Toledano believes not only that a brand should go to its customers but that it should
    anticipate their needs and invest early in markets that may not show real growth for up to six
    years.

    Activity 6: Complete the notes in the maps below. Then correct the ten mistakes.
    Activity 7: Choose the correct answer A, B or C
    1. …………… is the world’s largest luxury group.
    A. Christian Dior
    B. LVMH (Louis Vuitton Moet Hennessy)
    C. Gucci
    2. …………… is not a new territory for luxury.
    A. Japan
    B. Russia
    C. South Korea
    3. Sydney Toledano realized China would be prime territory for luxury when working in China
    in …………….
    A. the 1970s
    B. the 1980s
    C. the 1990s

    Activity 8: True/False/Not Given


    Decide whether these statements are True, False or Not Given.
    1. Sydney Toledano is the main shareholder of Christian Dior.
    2. Dior has 224 stores all over the world.
    3. Sydney Toledano was very successful when he worked at the French leather-goods house
    Lancel.
    4. Louis Vuitton Moet Hennessy was created by John Galliano.
    5. There are now more luxury buyers in the Middle East, Russia, Hong Kong and China.

    Activity 9: Words in Phrases


    Go back to the article. Find prepositions to complete the following phrases and write them
    in the blanks.
    1. Sydnedy Toledano routinely communicates …………… his demanding boss and a number
    …………… creative types.
    2. A brand should anticipate customers’ needs and invest early …………… markets that may not
    show real growth …………… up to six years.
    3. The new wave of luxury buyers is now …………… the new territories: the Middle East,
    Russia, Hong Kong and China.
    4. You have to look …………… newness, understand people …………… different countries
    and what they want.
    5. It was …………… spending time …………… China …………… the 1980s that Mr
    Toledano first realized China would one day be prime territory …………… luxury.

    Activity 10: Pronoun Reference


    What does the underlined pronoun refer to?
    1. “… when he worked at the French leather-goods house Lancel …”
    A. Bernard Arnault
    B. John Galliano
    C. Sydney Toledano

    2. “… it should anticipate their needs…” (line 69).


    A. Markets
    B. Customers
    C. Factory owners

    Activity 11: Word Form


    Complete the following sentences with the correct form of the word.
    1. anticipate
    After months of ……………, the holiday was a bit of a disappointment.
    2. exclusivity
    The company has an …………… focus on success and making money. Its products are
    …………… produced for independent retailers.
    3. creative
    He has been working …………… in papermaking and prints since the 1970s. Everyone is
    deeply impressed with his …………….
    4. demand
    She has a busy and …………… job. Her boss …………… asks for an increase in sales every
    month.
    5. develop
    These green industries can not only create more jobs, but also promote sustainable ……………
    of the land.
    6. routinely
    As a matter of ……………, a report is sent to the director at the end of the month.

    Activity 12: Focusing on Words


    Fill in each blank in the sentences below with one suitable word. When you finish, turn
    back to the article and check your answers.

    Sydney Toledano is Dior’s Chief (1) ……………. As the luxury industry goes global, he must
    (2) …………… the demands of shareholders and the values of a historic label. He has regular
    communication with his (3) …………… boss and some creative designers. He believes it is
    important to (4) …………… needs and there is growth coming to new (5) …………… such as
    the Middle East, Russia, Hong Kong and South Korea.

    Activity 13: Discussion

    What should be done to


    develop a brand name?

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