19th Century Horror Stories Essay

In this essay we will look at the Characteristics of 19th Century Horror Stories, commenting on: the structure of the story; the characterisation; the themes included in the story; the setting and the writer’s technique. I will be looking into two texts in detail: â€Å"The Monkey’s Paw† by William Wymark Jacobs; and â€Å"The Signalman† by Charles Dickens, whilst making references to â€Å"Captain Rogers† – also by William Wymark Jacobs, and â€Å"The Engineer’s Thumb† by Sherlock Holmes. During the Victorian period, the industrial revolution was in full flow, and the gothic styles of writing used in the stories of this period were extremely popular – featuring in many magazines of the time. Horror stories became almost an obsession for many people, who were drawn in by the unique styles of the writers such as Dickens, Poe, and Wilkie Collins. They were cheap, and widely available, with many of them being published in magazines. The availability of them meant that the obsession continued, as the people of that time were always able to obtain a new story. One of the stories, â€Å"The Signalman† by Dickens, is a fine example of the horror stories of that day: It begins by setting a gloomy scene, with the Signalman situated in a ‘deep cutting’, his figure ‘foreshortened and shadowed’. Using description such as this, the author can immediately let the reader understand the mood of the story – in this case, dark and depressing. This technique is also used in â€Å"Captain Rogers†, with the words ‘feeble’, ’painful’, and ‘forced’ being used in the first paragraph. The ‘deep cutting’ in which the story is set, is later described as a ‘dungeon’, and at the end of the cutting was the entrance to a black tunnel, in which there was a ‘barbarous, depressing, and forbidding air’ – setting a negative semantic field around the piece. The Signalman himself is described as a ‘dark sallow’ man, living in as ‘solitary and dismal a place’ that the narrator ever saw. Indeed, the narrator comments that it was ‘as if I had left the natural world’. Indeed, the opening to the story gives the reader a glimpse of the signalman’s loneliness, and a sense of foreboding towards the trench in which he was posted. Loneliness and foreboding are two major characteristics of 19th Century horror. Horror stories from this period often have a supernatural theme. In â€Å"The Signalman†, ghostly ‘spectres’ haunt the unfortunate rail-way worker – and shortly after they appear, a terrible accident occurs. Accumulation is a major factor in horror stories, and â€Å"The Signalman† used this to great effect. The appearances of the spectres become more frequent, making the reader wonder what is going to take place at the climax. The spectre returns, and the signalman describes to the narrator that: ‘what troubles me so dreadfully is the question: What does the spectre mean?’ This leaves the reader to ponder what may happen next in the story, even though they may have no idea. It leaves the reader feel to be scared by whatever their imagination may come up with, meaning the writer does not have to reveal the plot just yet – but can keep the reader guessing. This is a common feature in 19th Century horror, and is used in â€Å"Captain Rogers† and â€Å"The Engineer’s Thumb† The narrator also describes how he could see the ‘mental torture’ and ‘pain of mind’ of the signalman, suggesting that the events with the spectre have left his state of mind in tatters. In 19th Century horror stories, characters were often driven mad by the events unfolding in the book At the end of the book, the plot unravels, and all becomes clear. The narrator is shocked to hear of the death of the signalman, who is hit by a train. He then learns that the spectre which had been haunting the signalman was the driver, shouting at him to clear the way. The ending of the book is  short, with just a little dialogue after we learn of the death of the signalman, which is common in horror stories of this era. This style of ending is similar to that in â€Å"Captain Rogers†, in which there is a death, and a sudden ending to the story. This is also the case in â€Å"The Engineer’s Thumb†, when Holmes realises that the printing press has been destroyed, and the criminals are many miles away. Another famous tale from this period is â€Å"The Monkey’s Paw† by W.W.Jacobs. It epitomises the horror genre of this time, with suspense, mystery, death, and a super-natural theme all included in the plot. The story begins with a good use of contrast. ‘The night was cold and wet’, but inside Laburnam Villa, a ‘fire burned brightly’, as a father and son are playing a game of chess whilst an old lady sat by the fire, ‘knitting placidly’. Contrast is also used at the beginning of â€Å"Captain Rogers†, when ‘a bright fire afforded a pleasant change to the chill October air outside’. Description of the setting is included in the father’s dialogue: ‘Of all the beastly, slushy, out-of-the-way places to live in, this is the worst’. At this point, a guest knocks on the door and is invited into the house. He tells the family a tales of ‘strange scenes’ and ‘doughty deeds’, a good use of repetition, and finally arrives on the subject of a monkey’s paw, which ‘had a spell put on it by an old fakir’. Again, another reference to super-natural subjects. The Paw will grant three separate men each three wishes, but when asked about this, the visitor’s face ‘whitened’ – a method commonly used in 19th Century horror to show fear. Later, the family urge the visitor (a sergeant in the army) to let them have ownership of the paw. The sergeant is reluctant to hand it over, instead suggesting to ‘let it burn’ in the fire. This leaves the reader wondering what could be so bad about the paw, which the sergeant wants to let burn in the fire. As with â€Å"The Signalman†, â€Å"Captain Rogers†, and â€Å"The Engineer’s Thumb† , it is left to the readers’ imaginations what the plot may be surrounding the story, confirming that it is a common characteristic of 19th Century Horror. A technique also used in this particular story, was the use of words such as ‘unusual’, ‘depressing’ and ‘horrible’ to set a negative and gloomy semantic field around it, which alerts the reader to the mood of the story. Nearly every 19th Century Horror story used this method of writing, including â€Å"The Signalman† and â€Å"Captain Rogers†. These stories also use the technique of repetition to put across the meaning of a phrase or piece of dialogue more strongly. In â€Å"The Monkey’s Paw†, a character called Herbert is sitting alone by the fire, when he sees a face ‘so horrible and so simian that he gazed at it in amazement’, in the flames. The repetition of the word ‘so’ makes the adjective following it, much stronger. In â€Å"The Monkey’s Paw†, and often in other horror novels, a short relief from the tension will be given. In â€Å"The Monkey’s Paw†, directly after the scene in which Herbert has seen the ‘vivid’ faces in the fire, there is a short scene portraying events at the breakfast table the following morning. The monkey’s paw, the object of all their wonder, fear, and excitement the night before, is ‘pitched on the sideboard with a carelessness which betokened no great belief in its virtues’. The family laugh the tale of the sergeant off, making a mockery of the ‘power’ of the paw. Often, horror stories of this period will add scenes such as this to enable the use of features such as irony, which is used in abundance in this scene, for example when Mrs. White asks: ‘How could two hundred pounds hurt you?†. Immediately after, Herbert replies: ‘Might drop on his head from the sky.’ All this is ironic, as Herbert is eventually killed by some machinery at his workforce – and the family are given two hundred pounds in compensation, after Herbert used the paw to wish for ‘two hundred pounds’. The reader thinks the story has reached its climax, when the family are informed of the death of Herbert. However – there is one last twist in the plot. Some 19th Century Horror Stories added a twist, and it proved very popular. A week after the death of Herbert, his mother and father eventually, after much arguing, decide to use the paw one last time – to  bring Herbert back to life. A ‘loud knock resounded through the house’, and his mother rushes to the door to open it for Herbert. Just when the reader thinks the mutilated body is going to be let into the house, his father realises his mistake – and wishes his son away. The door is opened, but Herbert is gone. The eventual anti-climax to this twist is also used often in 19th Century Horror Stories. A twist was also included in â€Å"Captain Rogers†, where Rogers murders his friend, Gunn. To conclude, many different styles and techniques were used to create a Horror Story in this time, but they all had the same effect, which was to create a dark and negative semantic field– which makes the story more scary and thrilling for the reader. Writers such as Dickens, Poe, Collins, Jacobs, and Doyle included vivid descriptions of setting and character to aid their writing, and add to the semantic field.

Ernest Hemingway’s novels Essay

Ernest Hemingway is an author well known for the common themes in his novels. In his style of writing, Hemingway is able to express the themes of the novel through strong character traits and actions. The common themes in Hemingway’s novel The Sun Also and A Farewell to Arms are death and loss. The characters in these novels, and many of Hemingway’s other novels, can relate to these themes. The novels The Sun Also Rises and A Farewell to Arms share many similarities. These of course include the themes of death and loss. The common themes are supported by the war setting in A Farewell to Arms and the post-war setting in The Sun Also Rises. Both novels take place in Europe approximately in the 1920s. Jake Barnes is the main character of The Sun Also Rises and he is struggling through life after having experienced some trauma during the war. Frederic Henry, the protagonist of A Farewell to Arms must make the choice of staying in the army or abandoning his fellow troops to be with his girlfriend. Both novels explore the hardships of love, war, and death.†The wound, the break from society, and the code are subjects of Hemingway’s work† (Young 6). These three events are critical in Hemingway’s novels The Sun Also and A Farewell to Arms. â€Å"The Wound† represents just that, a wound. It can be a physical, mental, or an emotional wound always occurring in the story’s protagonist. This relates to the theme of loss because the character’s wound is always a loss they suffer. The loss can be physical, for example if the character is injured and loses a body part (which is common in the war settings Hemingway typically uses). The loss can also be emotional, for example if the main character loses a loved one and becomes depressed. In The Sun Also Rises, Jake has been injured in the war and feels like less of a man because he is â€Å"physically unable to make love to a woman† (Magnum 4). This injury leaves Jake psychologically and morally lost. In A Farewell to Arms the main character, Frederic Henry, is wounded in his leg while serving in the war as an ambulance driver in Italy. Jake and Frederic’s mental and emotional conditions lead to the next part of the Hemingway code; the break from society. The break from society is the next key element in Hemingway’s work. This disassociation with society is a result of the main character’s injury or loss. The character will separate himself from society to cope with his loss. Jake’s life has become empty and he fills his time with drinking and dancing. Jake enjoys his life by â€Å"learning to get your money’s worth and knowing when you had it.† (Magnum 4) Another break from society is shown in the story â€Å"Big Two- Hearted River† by Hemingway. The main character, Nick Adams, has experienced a loss. â€Å"Death has occurred; not literal human death, but death of the land† (Magnum 3) which has been destroyed by fire. The fire has consumed and burned all the vegetation surrounding the home where Nick grew up. Nick suffers from the shock of the devastation to the land. He had recalled so many boyhood memories of hunting and fishing on the land where he grew up. Nick goes back into the wilderness on his own to get away form the pain he has suffered. A break from society is a key aspect in Hemingway’s work that adds to the common themes among his novels. The wound and the break from society lead up to the last key element, the â€Å"Hemingway Code† (Young 8). The code is what Hemingway uses in his novels to show how the character is dealing with the wound and the break from society. For example, in The Sun Also Rises, Jake is dealing with his loss by going out and spending his money on drinks and dancing because this is the only way he can enjoy himself. He cannot fall in love so this is what he does instead to fill the missing gap in his life. He also â€Å"gets his money’s worth† by sending pointless short telegrams to his friends, symbolizing his careless nature. A Farewell to Arms contains another example of the code. Frederic is searching for meaning in life while he is surrounded by death during the war. He chooses not to fill his life with religion or pleasure because these things are meaningless to him. Instead Frederic abandons the Italian Army to be with his girlfriend Catherine, whom he plans to marry. Loving Catherine is the only way Frederic can bring happiness to his life after facing the hardships of war. The subject’s of Hemingway’s work in A Farewell to Arms and The Sun Also Rises are similar, and can relate to the main themes of other works by Hemingway. The themes of death and loss apply to the characters of these  novels. Death occurs often during the wars which take place in both novels. Jake was wounded in a war, and Frederic is currently fighting in a war. Both have suffered a psychological loss which leaves them struggling to bring meaning to their lives. In Big Two Hearted River Nick suffers from the loss of the land. Hemingway has created all of these characters to show weaknesses which result from their losses. That is why each character suffers from the loss they experience. â€Å"Like Jake, Frederic Henry is wounded in the war and falls in love with a woman.†(Magnum 6). These characters suffer losses from the war and soon suffer losses in love. â€Å"We could have had such a damned good time together,† (Hemingway 115) Lady Ashley states afte r accepting that Jake will never be able to love her. Like Jake, Frederic loses his lover, â€Å"The arms to which Frederic must finally say farewell are those of Catherine, who dies in childbirth† ( Magnum 7) The major differences in the novels The Sun Also Rises and A Farewell to Arms do not occur in the themes of the novels but instead the character’s personalities and actions. For example Jake is considered the lost and hopeless character. He spends his time out and about with his friends touring the countryside, drinking, dancing and having a good time. He has lost all his morals and goes about freely without a care in the world. Hemingway had created Frederic as the complete opposite of Jake. He takes a stand for what he believes in and does what he thinks is right. Frederic is faced with, and overcomes, tough decisions during desperate war-filled times. Unlike Jake, he is rational and thinks out his decisions. Although theses characters have opposing personalities they will both encounter the same problem throughout the novels. Both Jake and Frederic experience hardships and internal conflict in The Sun Also and A Farewell to Arms. Jake is in conflict with himself over the love of a woman named Lady Brett Ashley. This is the woman Jake wants to fall in love with but he knows this will never be possible because of his war wound. Jake gives up his hope of finding love by introducing Lady Brett to one of his friends who she falls in love with and plans to marry. The marriage is broken off when a fight breaks out which is caused by Lady Brett’s desire to be romantic with several other men. â€Å"The novel ends right where it began,  with Brett and Jake trapped in hopeless love for each other,† (Nagel 108). Frederic’s internal conflict is similar to that of Jake’s. He is lost and confused over the love for his girlfriend, Catherine and his service in the military. After learning Catherine has become pregnant and his troops abandon him, Frederic makes the decision to desert the army and follow his heart. Frederic suffers from the most pain when Catherine dies giving birth. He realized that the love he shared, to try and bring meaning to his life, causes him even more pain when Catherine dies. The internal conflict of both Jake and Frederic leave them faced with tough decisions which affect the way they live ad love. Hemingway has used the character relationship of love and a setting with an atmosphere of war to build on his major themes. The characters were wounded in the war and suffer from the loss of loved ones. Death is used figuratively to describe the emotions and morality of Hemingway’s characters. Hemingway’s themes of death and loss are seen through his character portrayal in his novels. Work Cited Coleman, Janice. â€Å"Ernest Hemingway† The World Book Encyclopedia. Hartford, CT: Paddon Publishing, 1992. Hemingway, Ernest. A Farewell To Arms. New York, NY: Charles Scribners Sons, 1929. Hemingway, Ernest. The Sun Also Rises. New York, NY: Charles Scribners Sons, 1926. Magnum, Bryant. â€Å"Introduction to the Novels of Ernest Hemingway† Critical Survey Of Long Fiction. Salem Press Inc. 2000. Nagel, James. â€Å"Ernest Hemingway†. Dictionary of Literary Biography: Volume 9. New York: Gale Research Company, 1981. Stanton, William. 20th Century Novelists. Sacramento, CA: Bantum Books, 1984. Young, Phillip. â€Å"Ernest Hemingway† American Writers: A Collection of Literary Biographies. Volume II. New York: Charles Scribners Sons, 1974

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Brainstorming for Research Proposal Essay Example | Topics and Well Written Essays - 500 words

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Explain the difference between the marginal propensity to consume Essay

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You are an entrepreneur Essay Example | Topics and Well Written Essays - 1500 words

You are an entrepreneur - Essay Example r would consist of the customer contact staffs that would take care of the customers and would be involved in a variety of activities like the serving of the ice creams, billing of the products as well as the general activities that need to be undertaken to run an ice cream store. There would also be a set of back end staffs who would be engaged in preparation of the products in the freezer and for maintenance of the machines and equipments. The floor managers would be required for ensuring that the activities of the shop are undertaken in a proper manner (Blythe, 2001). There would be requirement of a marketing manager who would be responsible for the branding and promotion of Sweet Taste (Pinson and Jinnett, 2009). The company would cater to the fast food market and would see a rise in the sales especially during the period when the classes would be going on in the schools and colleges. This kind of business would be a popular one because especially during the summer months the sales would go up. The pastries and the cookies are expected to sell in the winter months. Since the business is a start up, it would prefer to focus on one particular outlet of the ice cream shop. There would be a number of products in the product line of the business. First of all, there would be a number of flavors in the ice cream section of the store, which includes chocolate, strawberry, mango, black current, butterscotch and many more. There would also be a low fat section in the product line which would be offered in a variety of flavors (Farris, 2006). Finally there would be pastries which would also be of different types to provide the customers with a variety to choose from. Chocà ³ chip cookies would also be sold in the shop. The assets of the company would be the freezer and the machines that would be used for running the business. These would form a part of the fixed assets of the business. The other tangible assets of the company would be the furniture and the cutlery

Family firm going public Essay Example | Topics and Well Written Essays - 2250 words

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Apple inc. keeping the 'i' in innovation Case Study

Apple inc. keeping the 'i' in innovation - Case Study Example All its products have seen tremendous success in the recent decades. However the company focuses mainly on the niche market and is facing a tough time in the gaining revenue through sales of its products. The company although, is one of the top companies selling mobile phones and laptops, there is scope of further improvement in the business strategies of the company. Analysis of the internal environment of the company Strengths High tech products Apple is the pioneer in the production of innovative high tech products. Apple is the inventor and producer of iPhone, iPad, iPod and the Mac. Apple is one among the most admired brands in the whole world and holds the 6th position in the list of Fortune 500 companies (O'Keefe). Every new product launched by the company is awaited fervently. Last year (in 2012) the company had launched the iPhone 5 as well as the iPad mini, which saw tremendous success. It brought record sales for the company in the last quarter of the year and brought huge sales revenue (Akhtar). Charisma of former CEO Steve Jobs Steve Jobs was a charismatic visionary who had a strong admiration towards constant innovation and was a genius leader. Technology, according to Steve Jobs, was a means of enhancing communication among people and bringing them together. His personality attracted employees within the company and also fans among the external stakeholders. He had the capability to give a new shape to the perceptions of people; which at present stimulates their level of acceptance about the company’s products (Razin and Kark 241). Brand name Apple is a brand name that is globally recognized. This brand has a clear and distinct identity. Any good brand has four dimensions, such as, brand name, trademark, visual appearance and brand communication. All these dimensions can be recognized and identified with the brand Apple. This allows the brand to maintain its quality level at a high position, perform better than most other companies in the industry globally and embody those values that help the brand to win its customers’ admiration, respect and loyalty (Danciu 3). Large segment of loyal customers This brand success of Apple Inc. has not resulted from some luck factor or forces beyond the control of the company’s marketers or its leaders. Apple’s success is a part of its well-thought-out plan to attract customers. The plan is two-fold; the focus lies on innovation as well as marketing by keeping in minds the preferences of the customer and background of the market in which it makes the campaign. Therefore, a keystone of Apple’s plan is â€Å"to deliver ‘strong products’ and create an ‘Apple culture’† (â€Å"12 Effective Strategies Apple Uses to Create Loyal Customers†). These strategies help Apple to attract customers and achieve remarkable customer loyalty. Strong research and development department The amount of money spent on the research and devel opment division of Apple has been increased in 2012 from the previous year. The company believes that â€Å"focused investments in R&D are critical to its future growth and competitive position in the marketplace† (Lowensohn). The R&D of the company is directly related to the timely maturity of new products and enhancement of existing products. These are fundamental aspects of the core business strategy

The New Nissan Versa Essay Example | Topics and Well Written Essays - 750 words

The New Nissan Versa - Essay Example Logos is the use of reasoning to construct an argument. Advertisements, for example, make logical appeals in their presentation. The object of rhetoric analysis is a discourse that makes the principles of rhetoric analysis similar to those of discourse analysis. Rhetoric methods are applicable to objects like cars, castles, and computers among others. The aim of rhetoric is to persuade, appeal, motivate and inform specific audiences in particular situations. The video Nissan Versa 2012 Test Drive & Car Review by RoadflyTV with Emme Hall presents a review of the Nissan Versa 2012 with the goal of getting the readers to see how one can save on fuel as they drive the car. At the exterior of the car, there is a steel spare wheel and temporary spare tire, inside mounted spare tire, all season tires, and four-wheel covers. The interior front seats are ergonomic in that the driver’s seat is adjustable, covered with elegant clothes. The car also has bucket front seats. The roof has intermittent wipers and rear defoggers. There is also an air conditioner that makes the interior very comfortable. The new Nissan Versa has a maximum cargo capacity of 14.8 cu.ft. It has a rear trunk spoiler, chrome trunk accent, and splash guards. There is a gas-based type of engine with four inline cylinders. It has an EPA mileage, stability and traction control, electronic brake force distribution and emergency interior trunk release. On entertainment, there is a mast antenna, two speakers, and single CD player stereo and auxiliary MP3 audio input. The car also has a carpeted floor and trunk mats, illuminated kick plates and auto-dimming rearview mirror. In order for the presenter to effectively get her message across, she has used many strategies. An example is the use of didactic tone that makes the listener sound like a credible and experienced one creating a sense of superiority for herself and the reader.  

The Fukushima Nuclear Power Plant Accident Essay Example for Free

The Fukushima Nuclear Power Plant Accident Essay Abstract The Fukushima nuclear accident triggered a large-scale nuclear leak, which has had an immeasurable impact on the global ecological environment. This article addresses, in depth, features of the Fukushima Nuclear Power Plant accident: during the incident, the impact of the incident, and aspects of the aftermath. Through an analysis of the Fukushima Nuclear Power Plant accident, certain referential and significant aspects of the nuclear industry are clear. Introduction: In a strong earthquake, which occurred on the afternoon of March 11, 2011, the Fukushima Daiichi Nuclear Power Plant in Japan was severely damaged; this led to a leakage of radioactive substances, causing considerable concern around the world. In recent years the promotion of a low-carbon economy has resulted in nuclear power plants being seen as one of the best producers of low-carbon energy; the accident has raised Governments’ concern. A study of the impact of the Fukushima Daiichi Nuclear Power Plant accident on the surrounding environment, as well as how great significance in promoting the development of a global nuclear future. [1] 1. The Fukushima Nuclear Power Plant: the whole story. The Fukushima Daiichi Nuclear Power Plant used the early BWR (Boiling Water Reactor), the standard was low, and had technical defects; poor security was the cause of the accident. The main reason for the accident was the design of the nuclear power plant which did not take into account the double impact of a powerful earthquake and consequential tsunami. In fact, the earthquake did not completely destroy the nuclear power plant; it was the tsunami that followed that destroyed the emergency diesel generators, and caused the whole plant to lose all its internal and external AC power supply. The Fukushima Daiichi nuclear reactor used water as a coolant and moderator, but the water was boiling in the reactor and changed into steam in the turbine generator. The tsunami led to the loss of the emergency power supply, and the failure of the necessary cooling of the reactor after shutdown. This led to an elevated temperature and a pressure increase; for safety it had to release the steam to release the pressure. The loss of coolant, which it could not efficiently replace, resulted in part or all of the fuel being exposed. BWR steam with radioactive substances were discharged directly through the pressure vessel dry well and then released into the atmosphere. Due to the loss of power, reactor waste heat could not find an appropriate way to escape and the temperature of the core fuel rose causing the shell zirconium to react with steam to produce hydrogen. The hydrogen was released into the plant, and continued to accumulate, finally leading to the explosion in the plant. After the accident, the core melted and was destroyed; this then led to a further expansion of nuclear contamination. [1] 2. The Fukushima Nuclear Effect on Humans Physicist Kirby Kemper, from Florida State University, said that if there was a complete nuclear reactor core melt-down, some of the most radioactive substances, such as uranium and other heavy metals, would drop to the bottom of the pressure vessel, these substance would not be emitted into the atmosphere, and could, by nuclear radiation clean-up personnel, be special process cleaned. However, some of the radioactive chemical substances would be released, fourth grain of sand size particle morphology, these substances include iodine-131, strontium-90, and cesium-137. These are a great threat to the human body, because these radioactive substances can imitate the elements required by the human body’s natural tissue components, such as radioactive iodine-131, and easily enter into the body’s tissues and organs. Radioactive iodine under certain conditions can be rapidly dispersed in the air and water. However, iodine-131‘s half-life is only eight days, which means that in a few months it will completely decay. Radioactive iodine can be dispersed through the air to the human body; it can be deposited on grass which is then eaten by cows. The cows then produce contaminated dairy products and through this transmit it into the human food chain. It may also be deposited on the leaves of vegetables or in seafood and fresh water also for human dietary consumption. [1,2] The half life of strontium-90 is 29.1 years, and due to its chemical properties being similar to calcium, is often found in human bones and teeth. In the Chernobyl nuclear power plant accident, there was a large amount of strontium- 90 released into the air, and deposited in the former Soviet Union, Scandinavia and other regions. Strontium-90 goes into the human body through food and drinking water, much of its intake is often associated with bone disease, bone and soft tissue tumors and leukemia. [2,3,4] The half–life of Cesium-137 is 30 years, another high risk substance which is released from a nuclear reactor core and often in the body through food and water intake, or by entering the body through the respiratory organs. A body, which is exposed to Cesium-137, will have an increased risk of cancer. [2,3,4] 3. The Fukushima Nuclear Power Plant and Ecological Problems The Fukushima nuclear power plant accident caused huge ecological environmental hazards; in general it caused pollution. (1) Air Pollution Air causes the spread of nuclear radiation. However, the concentration of radioactive material released into the atmosphere will gradually be diluted with increased distance. It is not biologically transmitted, it is physically spread. Radioactive nuclear substances are spread through atmospheric circulation and dispersion, with attenuation according to the laws of nature. [5] Following the explosion of Unit 1 of the Fukushima Nuclear Power Plant, at around 11.00am on March 14, there was a second hydrogen explosion; this time it occurred in Unit 3. This was followed, at about 6:00am on the 15th, by an explosion in Unit 2, where the reactor vessel was damaged more seriously in two days than compare to the consequences of the explosion of Unit 1. According to monitoring, under the influence of atmospheric movement, the Fukushima Nuclear Power Plant released radioactive substances on the 15th more than 20 times the normal standard. This indicates that the explosion caused pollution of the atmosphere and affected the ecological environment of neighboring countries; with atmospheric circulation, these radioactive elements were carried outside of Japan. [5,6] (2) Water Pollution The ground water near the Fukushima Daiichi Nuclear Power Plant’s Units 1 and 2 nuclear reactors saw the concentration of radioactive iodine and radioactive cesium surge a number of times, which no doubt contributed to the groundwater pollution. Fukushima Nuclear Power Plant radioactive material continues to flow into the ocean where marine life will be threatened. According to The New York Times, reported that researchers who extracted water samples near the nuclear power plants detected cesium-137 and iodine-131 radioisotope concentration, suggesting that the nuclear leakage accident had caused marine pollution. [7] (3) Soil Pollution Japan’s Kyodo News quoted a Japan Atomic Power Environmental Preparedness Agency expert reporting that in a 600 square km northwest region soil near the Fukushima Nuclear Power Plant, the radioactive cesium activity was 1.48 million per square meter Becquerel, reaching the Chernobyl nuclear power plant explosion mandatory evacuation standards. This is data obtained by the Japanese Government Commission on Nuclear Energy Research. At the nuclear power plant in the northwest region most severely affected after the Fukushima Unit 1 nuclear power plant accident, the Japanese government evacuated about 80,000 people from the vicinity. Earlier, the Japanese Prime Minister, Naoto Kan, said that the date the people will be able to return their homes will not be earlier than the beginning of the next year. [8,9] (4) Food Chain Contamination University of Florida chemical oceanographer and environmental radioactivity expert, Bill Burnett, said that although iodine’s half-life is only eight days in the short term, there is no doubt that the radiation will be a threat and have an impact on the survival of marine life. But the greater potential impact of the Fukushima Nuclear Power Plant leakage is from that of cesium, because the decay time of cesium up to 30 years. If marine animals’ intake irradiated plants and small prey, then the marine food chain will be contaminated. Particularly noteworthy, is the fact that algae and other plants quickly absorb iodine. Previous studies have shown that toxic metal and radiation interactions suppress the immune system of vertebrates, causing them to be more susceptible to disease. Consequently, the extent of potential damage to the environment and human health is great. [10] In addition, nuclear power plants and other power plants discharge waste heat. The laws of thermodynamics indicate that the conversion efficiency of thermal energy cannot be 100%. Whether the use coal or solar system, the result will be the same. Modern coal or oil power plant efficiency is up to 40%, the efficiency of nuclear power plants is currently only 33%. Coal power stations release 15% of waste heat through the chimney, and 45% of the water heat from the cooling water discharge. However, 67% of nuclear power plant waste heat is from the cooling water discharged into rivers or sea water. The rising water temperatures caused by this has a significant impact on aquatic life. If the water temperature is too high, it will cause the death of fish, and accelerate the growth of algae, causing the water to lack oxygen. [10] 4. Conclusion Nuclear power is a clean energy source, under normal operation the power plant emissions of radioactive radiation is not large, in fact the radioactive substances emitted by coal-fired power stations is said to be much higher than nuclear power stations. Ultimately, there is no energy that can be said to be absolutely safe and clean. In accepting an energy choice, it is necessary, firstly, to rationally face security risks. Secondly, reactor technology and security is under a process of development. The problems faced by nuclear power plants, through the Fukushima incident, are a very important reference point for nuclear power to improve its security program. For example, nuclear power plants should not be placed in an earthquake zone, particularly not on a fracture layer. The Fukushima Daiichi Nuclear Power Plant design, while taking the impact of earthquakes into account, ignored the impact of a consequential tsunami. The nuclear power plant disaster illustrates the need to take multiple natural disasters into account. Furthermore, nuclear power plant design needs to attach importance to the development of emergency plans rationality and feasibility in the event of an accident. With a belief in continuing scientific and technological progress, the security of nuclear power plants of the future should continue to improve. [11,12] References [1] Fukushima: What happened – and what needs to be done. BBC. 10 April 2011. Retrieved 22 April 2011. [2]Takenaka, Kiyoshi (12 March 2011). Japans TEPCO preparing to release radiation from second reactor. Reuters. Retrieved 12 March 2011. [3]Radiation levels spike at Japanese nuclear plant. CNN. 15 March 2011. Retrieved 15 March 2011 [4]Frank N. von Hippel (September/October 2011 vol. 67 no. 5). The radiological and psychological consequences of the Fukushima Daiichi accident. Bulletin of the Atomic Scientists. pp. 27–36. [5]Hydrogen explosions Fukushima nuclear plant: what happened? Unit 1 nuclear power plant Fukushima Pressure. TEPCO. Retrieved 8 April 2011. [6]3 nuclear reactors melted down after quake, Japan confirms. CNN. 7 June 2011. Retrieved 13 July 2011. [7]Radioactive water from Japan nuclear plant leaks in sea. BBC News. 2 April 2011. Retrieved 7 April 2011. [8]Timeline: Japan power plant crisis. BBC News. 13 March 2011. Retrieved 15 March 2011. [9]Japans unfolding disaster bigger than Chernobyl'. New Zealand Herald. 2 April 2011. [10] â€Å"Fukushima. Radioactive Cesium Contmination of Japan’s Food Chain.† 3 August, 2012. [11]Fukushima faced 14-metre tsunami. World Nuclear News. 23 March 2011. Retrieved 24 March 2011. [12]Justin McCurry. Japan raises nuclear alert level to seven. The Guardian. 12 April 2011

The Importance of Real Estate investments

The Importance of Real Estate investments Real estate is one of the reliable and important investment types for individuals and institutions. Interest in the price appraisal of real estate has increased with rapid development of real estate sector and its legal infrastructure in recent years. The appraisal of real estate is a main principle for all businesses. Land and property are factors of production and the value of the land is dependent on the demand and supply for the product that is produced. Conducting planned urbanization, choosing settlement areas and estimating their inner or outer transport costs, improving capital markets transparency and reliability require a reliable price valuation of real estate asset. Appraisal in real estate is also important for the tax income of the national budget. Appraisal is, in simplest explanation, the determination of amount for which the property will transact on a particular date. (FRENCH, 2005 ) There is a wide range of purposes for appraisals are needed. These range from appraisals for transfer of ownership, financing and credit, litigation, tax matters, investment counselling, decision making, accounting and etc. Aim of this thesis is to provide a brief overview of the methods used in real estate appraisal according to international valuation standards, to research the position of appraisal practice in Turkey and to designate which valuation method should be used for analyzing the actual value of the real estate assets. For this purpose, a case study is prepared to investigate advantages and disadvantages of valuation techniques for specified real estates in a chosen sample area in Ankara. In reviewed literature; there are several definitions of appraisal and appraisal methods that are used internationally. Sales comparison method have been investigated by related studies mostly because this method is used more than other methods in appraisal practice. But; there is no detailed study to find out advantages and disadvantages of each methods by comparing applications in practice. The comparison of the valuation techniques to indicate the advantages and disadvantages of each other is the point where this thesis differs. Method of the Study Over the past decade there has been a significant growth in real estate appraisal research throughout the world. There are several books, articles, doctoral or master thesis that are written about real estate appraisal. This thesis has been prepared by using the following methods; Library resource search, Research the appraisal practice in several countries and Turkey Interviews with Appraisal Companies and professionals in the sector, Research any organizations and associations about appraisal in world and in Turkey. This thesis comprises five parts. First part of this thesis includes conceptual description and principles of real estate appraisal. In this stage; library resource search is used as a method while data gathering about the appraisal practice in several countries and Turkey. There are many associations and organizations about appraisal all over the world; such as Appraisal Institute (AI), International Valuation Standards Committee (IVSC), The European Group of Valuers (TEGoVA), American Society of Appraiser (ASA), Councelors of Real Estate (CRE) and etc. Publications of these institutions are rewieved. Second part of this thesis includes the valuation methods and valuation process step by step. This stage includes library, resource and e-sources research about appraisal such as The Appraisal Journal, Journal of Real Estate Literature, Real Estate Review and etc. In addition, publications of the appraisal institutions are rewieved. Third part of this thesis includes the situation investigation of the Real Estate Appraisal in Turkey. For this purpose, interviews will be made both with appraisal companies and professionals in the sector. Interviews will analyse the application of appraisal to designate the problems, anticipations and etc. The purpose of interviews is to find out what is presently ongoing in appraisal practice. In this stage, interviews will also include the investigation of any associations -like Capital Boards of Turkey- and committees for their roles, purposes in appraisal sector. Fourth part of this thesis includes a case study. This case study investigates advantages and disadvantages of valuation techniques for specified real estates in a chosen sample area in Ankara. In this stage, each valuation technique is applied and the results are compared. The comparison results are used to define the most suitable technique for each type of real estate. Finally, the conclusion part of this thesis includes a general evaluation about Real Estate Appraisal and Appraisal Practice in Turkey. General Approach and Definitions Appraisal of Real Estate Appraisal is a professional appraisers opinion of value. The preparation of an appraisal include research into market areas; analysis of information relevant to a property; and the knowledge, experience, and professional judgment of the appraiser. Appraisals may be required for any type of real property, such as single-family homes, apartment buildings, office buildings, shopping centers, industrial sites, and farms. There are several reasons for performing a real property appraisal whenever real property is sold, mortgaged, taxed, insured, or developed. For example, appraisals are prepared for: Mortgage lending purposes Tax assessments and appeals of assessments Negotiation between buyers and sellers Government acquisition of private property for public use Business mergers or dissolutions Lease negotiations Real estate appraisal is the task of determining the potential price of a site or building in case of sale and also important for investment decisions, for real estate funds and project developments. Fisher and Martin defined real estate as an identified parcel of land, including improvements, if any. In addition, all permanent building attachments (plumbing, electrical wiring, heating systems, etc.,) as well as built-in items (cabinets, elevators, etc.) are usually considered part of the real estate. Fisher and Martin also defined real property as the interests, benefits and rights inherent in the ownership of real estate. Pagourtzi and Assimakopoulos also defined real property as all the interests, benefits, rights and encumbrances inherent in the ownership of physical real estate, where real estate is the land together with all improvements that are permanently affixed to it. According to The Uniform Standards of Professional Appraisal Practice (USPAP), appraisal is An analyses, opinion or conclusion relating to the nature, quality, value or utility of specified interests in, or aspects of, identified real estate. In this usage, appraisal covers a variety of assignments, including valuation, consulting and review. Appraisal (Valuation) is the provision of a written opinion, independently and impartially prepared by a qualified appraiser, setting forth and justifying an opinion as to the market value (as of a specific date) of a property that is the subject of a real estate-related financial transaction. Appraisal Consulting is a study of nature, quality or utility of a parcel of real estate or interests in real property in which a value estimate is not necessarily required. Appraisal Review is the act or the process of studying a report prepared by another. The table from the 12th edition of Appraisal of Real Estate by Appraisal Institute explains the differences of these three terms. Table 2.1. Comparison of the Terms: Appraisal, Consulting, Review APPRAISAL Definition The act or process of developing an opinion of value. Characteristics Appraisal involves selective research into appropriate market areas, the Assemblage of pertinent data, the use of appropriate analytical techniques, and the application of knowledge, experience, and professional judgment to develop an appropriate solution to an appraisal problem. The appraiser provides the client with an opinion of real property value that reflects all pertinent market evidence. Examples An opinion of market value for a fee simple estate, leasehold estate, reservation easement, or other estate (to assist in mortgage lending decisions, to assist in purchase or sale decisions, etc.)An opinion of investment value or some other properly defined value of an identified interest in real estate as of a given date (for insurance purposes, for relocation purposes, for property tax appeals, etc.) APPRAISAL CONSULTING Definition The act or process of developing an analysis, recommendation, or opinion to solve a problem, where an opinion of value is a component of the analysis leading to the assignment results. Characteristics Current market activity and evidence are studied to form a conclusion that may not focus on a specific value indication. An appraiser develops a value opinion in an appraisal consulting assignment as part of the process of answering some other question about real estate, such as whether a proposed use of a given property is economically feasible. Examples Economic feasibility studies Marketability or investment considerations that relate to proposed or existing developments Land utilization studies Supply and demand studies Absorption analyses APPRAISAL REVIEW Definition The act or process of developing and communicating an opinion about the quality of another appraisers work. Characteristics Appraisal review procedures may be likened to a quality control or auditing function. A review appraiser examines the reports of other appraiser to determine whether their conclusions are consistent with the data reported and other generally known information. Examples Field review, desk review Source: Appraisal of Real Estate, 12th Edition, 2001:12 Real estate appraisals conducted for all institutions need to follow valuation approaches that result in a market value estimate that is both provident and rational in relation to the physical and legal characteristics of the property appraised. The sales comparison, income capitalisation and cost analysis approaches are methods mostly used to calculate the market value of real estate. Calvin Lin (2007) indicated that real estate appraisal methods can be divided into cost, sales comparison and income approaches. In section 2.4 these appraisal methods will be explained. Value and Price In common life ; there are several usage types of the word value, such as market value, use value, leasehold value, investment value, active value, tax value, insurable value and other types of value. Each terms has a different meaning and each of them will be explained in this section. The Aim and Role of Appraisal McParland, Adair, and McGreal (2002) found out, many European countries have their own national valuation standards. The internationalization of real estate suggests an investigation of such standards, because foreign investors need to understand the concepts that national appraisers use. Parker (1996) attempted to identify the main valuation methods adopted internationally, and the relative importance affecting the capitalization rate. Dorchester and Vella (2000) also addressed the demands arising from the globalization of real estate activities and the importance of the development of the international valuation standards. It is obvious that real estate appraisal has turned into an international financial analysis from the traditional comparison of local physical assets. Calvin Lin (2007) indicated that real estate appraisal techniques can usually be divided into cost, sales comparison, and income approaches. The Valuation Methods Sales Comparison Analysis For Appraisal Kummerow (1997) indicated that the sales comparison approach may misrepresent long-term value where there are speculative bubbles and temporary crashes. Tsukamoto (1999) examined the experience in Japan where the bubble economy in the late 1980s was largely caused by the inability of Japanese appraisers and investors to properly estimate real estate value. The sales comparison approach uses similar properties as the basis for estimation. The merits of this approach include its ability to reflect the propertys market value, and its relative simplicity. The drawbacks are that the appraised value may be inflated during periods of a bubble economy, and the adjustments are sometimes subjective. (Lin, 2007) The cost approach applies the reconstruction or replacement costs and the deduction of depreciation as the basis for valuation. Objectivity is the well-recognized advantage of this method. The major drawback is that this approach lacks market value and profit consideration. The appraised value through this approach thus often deviates from market value. The income approach discounts all the future net income to present value. It reflects the fundamental value of the property according to the revenues and costs; therefore, this method focuses on the estimation of the income stream and the discount rate. The income approach consists of two routes: direct and yield capitalization. Income producing properties are the major investment objects for Real Estate Investments Trusts (REIT), so the income approach seems to be the most appropriate method for REIT valuation. Gorlow, Parr, and Taylor (1993) indicated that the final reversion value should be estimated through the construction costs of the comparable project. The cost approach can assess the construction value; however, the accurate determination of land value of the final period still requires market or revenue information for evaluation. Hirota (1999) stressed that the income approach should put more weight on the operating income than on the final reversion. Income Capitalization Analysis For Appraisal Cost Analysis For Appraisal The Valuation Process Data Collection Data Analysis (Market Analysis Highest and Best Use Analysis) Application of the Valuation Methods Reports of Defined Value Appraisal of Real Estate in Turkey History and Present Situation of Appraisal in Turkey Capital Markets Board of Turkey and Appraisal The Methods of Appraisal that are used in Turkey The Position of Appraisal Companies in Turkey Case Study This case study will investigate the disadvantages and the advantages of valuation techniques for specified real estates in a chosen sample area in Ankara. Conclusion

Texting and Cell Phone Essays -- young poeple, homework, communication

The question of young people and cell phone use and texting causing young people to be less able to concentrate and focus has always been a difficult one to answer. Technology gives teenagers so much but includes many drawbacks. Cell phone use and texting has it’s advantages such as teachers embracing tech,uses for educational purposes, and easy to use;however,some drawbacks are as socializing,time away from homework,and bad communication skills. The first advantage would be teachers embracing tech in the classroom.Teachers embrace tech as a teaching tool in a way the students will understand.According to Eric board when students took an assignment of translating passages of Othello into other dialects,some students used the texting dialect,†resulting in some very interesting dialogue between lago and othello.The kind of technology teachers are embracing on are high tech calculators,Ipads,smartboards,and a variety of sites.Today’s high tech calculators don’t just calculate certain equations but also graph equations,how to find the greatest common factor,and even get a larger view or smaller view of the graph.The use of ipads in the classroom is useful for both the teacher and the student. For the students the ipad can give them some hints on the problem their solving and maybe even keep a record of their grades that certain student has so they can easily check up on them at any time. While for the teachers they can easily set up tests and quizzes and even grade assignments quickly and effecently.Although some teachers still use regular boards,most teachers use smart boards to teach. These boards are like ordinary boards except these are controlled by remote control pen.By just clicking on the board questions can be written... ...d to spell the word â€Å"love†and spelled it â€Å"l-u-v† the person who asked is shocked that he knows how to spell a word in text form rather than the way it’s supposed to be spelled correctly. Causes are a major concerns especially when it comes to cell phone use and texting although they can go both ways for good things or bad things.In the future,maybe there will be safety regulations for cellphones and texting so young people can concentrate more on their future but for know the Younger Generation has it’s own say in the tech world then the Older Generations. Works Cited Alice G. Walton,Science Proves that Cellphones are Annoying and Distracting,3/13/13,1-6.print. Russell A.Sabella,Cell Phones,texting,and Cell Phone distractions,4/29/2010,Education.com,1/10/14. Greg Graham,Cell phones in classroom?No! Students need to pay attention,9/21/10,pbs.com,1/9/14

The Sputnik Satellite Essay -- Space Satellites

Works Cited Incomplete Sputnik: The Satellite That Inspired Generations Introduction In 1950, a group of American and European scientists decided to establish a worldwide program to promote research and understanding of the world around them. They decided that July 1957 to December 1958 would be called the International Geophysical Year, or IGY. They hoped that drawing attention to geophysical matters would stimulate new projects and inventions, and increase the knowledge the world had of the planet, its atmosphere, and the things that lay beyond. This focus galvanized many countries to produce new innovations in science and technology. At the same time, the United States and the Union of Soviet Socialist Republics were involved in the Cold War. They were competing against one another, constantly trying to show that their country (and therefore their form of government and ideals) was the better choice. They were competing for influence over the rest of the world. Eventually the USSR and Communism lost, but far more important results came out of this competition instead. Development of Sputnik The idea that a satellite could be put into orbit around the Earth was introduced to the scientific community in 1903. Konstantin Tsiolkovsky showed that this could be done, but his work was all mathematical. In 1948, another Russian named Mikhail Tikhonravov talked to the famed scientist Sergei Korolev about turning this theory into an actual working device. Tikhonravov presented his ideas to the Academy of Artillery Sciences, but they refused to support the project. The Academy president Anatoli Blagonravov, however, could not get the idea that the project would have huge value out of his head. Eventually he brought the p... ...rsity. Accessed May 22, 2003. [URL] 6. Jorden, William J. "Soviet Fires Earth Satellite Into Space?" New York Times, October 5, 1957. [URL] Accessed May 22, 2003. 7. Launius, Roger D. "Sputnik and the Origins of the Space Age." 1997. NASA. Accessed 2 Apr. 2003. 8. Plumb, Robert K. "Satellite is First Step Into Space." New York Times, October 5, 1957. [URL] Accessed May 22, 2003. 9. Siddiqi, Asif A. "Korolev, Sputnik, and The International Geophysical Year." 1997. NASA. Accessed 2 Apr. 2003. [URL] 10. Sullivan, Walter. "Scientists Wonder if Shot Nears Moon." New York Times, November 5, 1957. [URL] Accessed May 22, 2003. 11. Wright, Michael. "Sputnik: First Artificial Satellite." 30 Aug. 1997. Accessed 2 Apr. 2003 [URL]

Love :: essays research papers

Benjamin Franklin once said, "If you would be loved, love and be lovable." Love is something we are all in at least one time or another in our life. There are many different meanings for the word love and many people interpret it differently. Love as defined by Webster's dictionary is a profoundly tender, passionate affection for another person. When you love someone you care not only care about them as a person, but also about their well being. When they are hurt, you feel hurt and when they are in pain you feel pain also. Their physical and emotional problems are not only theirs, but they are yours as well. To be in love means to care about that person so deeply that your life would not be complete without them. The fact that you cherish one person so much is a blessing to some, as well as a gift. The following fable tells of an orphan girl who had all the happiness in the world. "There is a wonderful fable about a young orphan girl who had no family and no one to love her. One day, feeling exceptionally sad and lonely, she was walking through the meadow when she noticed a small butterfly caught unmercifully in a thornbush. The more the butterfly struggled to free itself, the deeper the thorns cut into the butterfly from its captivity. Instead of flying away, the little butterfly changed into a beautiful fairy. The young girl rubbed her eyes in disbelief. 'For your wonderful kindness,' the good fairy said to the girl, 'I will grant you any wish you would like.' The little girl thought for a moment and then replied, 'I want to be happy!' The fairy said, 'Very well,' and leaned toward her and whispered in her ear. Then the good fairy vanished. As the little girl grew up, there was no one in the land as happy as she. Everyone asked her the secret of her happiness. She would only smile and answer, 'The secret of my happiness is that I listened to a good fairy when I was a little girl.' When she was very old and on her deathbed, the neighbors all rallied around her, afraid that her fabulous secret of happiness would die with her. 'Tell us, please,' the begged. 'Tell us what the good fairy said.' The lovely old woman simply smiled and said, 'She told me that everyone, no matter how secure they seemed, no matter how old or young, how rich or poor, had need of me.

Ray Ban

Introduction †¢Ray-Ban is an Italian owned brand of sunglasses founded in 1937 by Bausch & Lomb. They were introduced for the United States Army Air Corps. Ray-Ban has popularized the aviator sunglassess and now creates sunglasses to suit everybody. †¢In 2007, Ray-Ban re-introduced the original Ray-Ban Wayfarer design, but expanded the colour options beyond the traditional palette to include patterns like checks and camouflage and colours like navy, white, turquoise, red, and blue. You can see people staring at you with Ray Ban sunglasses when you opened up your fashion magazine. †¢There’s not a generation alive that can't remember owning (or wanting to own) a pair of these iconic sunglasses. o Presidents o movie stars o rock stars o artists o fashion designers o runway models Tribe Profile †¢We found from our questionnaires that Hipsters are quite fashionable people who want to make a statement about themselves with their unique style. We also found that t he majority of Hipsters ages range from 16-28.Therefore we aim to create a modern style of glasses that this age group will find attractive †¢Hipsters can live in various households and generally we found that marital and family status had little effect on their reason if they were to buy the product. Hipster mostly composed of young generation teens who are still studying so their income is greatly limited. Furthermore they mostly live with their parents and we realize that we have to make it affordable for this market as this is the baulk of the hipster market. We also realize that their families are mainly middle class from urban areas. Furthermore the research reveals that macro environmental forces. In particular Demography, Culture, Geography, Economic and Natural environment factors will have a significant impact on the Hipster behaviour. Objectives oTo gain more new customers a month as well taking market share from competitors to increase customer base omaintain our cu rrent customers ogain new customers to increase the number of sales by 20% a month oobtain a higher profit by introducing these sunglasses into the marketplace oincrease brand reputation worldwide The target audience is fully informed about features and benefits of our products oto be fashion pioneers in the industry Product†¢Shades is a new product, that allows users to change their shade colour on the fly using an eletronic switch located on their sunglassess. Customers have the ability to customise their selection of colours when purchasing their new pair. †¢Users cycle through their selected lens colour by pressing a button. The variable lens colour gives more versatility to the user. Demography †¢Age: in between 16-28. Size: Bigger size of young population will result in more sales. †¢Density: Denser population will help in cost cutting as fewer stores will be covering large population which will reduce the fixed costs. †¢Occupation: Anyone with white c ollar job is less likely to be hipster similarly hipsters working long hours and demanding job are less likely to go out or spend more time in dressing up.On the other hand if it’s a student or someone from fashion industry is most likely to go out and spend more time on their looks. †¢Culture: can affect clothing design and style for e. . some culture has their own different printing of native animals, plants and landmarks such as Aborigines similarly in some culture skin show is not appropriate. †¢Geography: Climate can affect clothing style and colours but not as many on glasses. e. g. in hot weather loose clothing and light colours products and in colder areas warm bright colours. †¢Economic environment: Economic condition would have minor effect as glasses are not bought on regular bases. †¢Natural Environment: Our product is recyclable and made of 80% recycled material.Launch Strategy 4ps Product: The new product offers changeable lens colours on the fly. Ray ban consists of wayfarer, aviator, clubmaster, cockpit, caravan, rare prints, Jackie ohh, warrior; daddy o. Ray ban offers several models and dozens of optional features. The glasses come with a comprehensive warranty that is the best part of ray ban glasses. †¢ Promotion: Ray ban spends million each years on advertising in Australia to tell about the company and its many products. Ray ban embedded in both on and offline campaigns , through media channels ,television, magazines, billboards ,online advertisements thought tv celebrities.Ray ban also promoted through discount sales and promo items. †¢ Price: Ray ban understood the need of people very well and diversified it price according to customers’ suitability. Ray ban also have expensive limited edition for those who want for brag. The price for normal Ray ban glasses is between 100 to 200 dollars. Being the leader Ray ban remain their price unchanged. †¢ Place: Ray ban understood the important of diversifying its products which explains its implementation on eyewear market. New innovations and better services, better communication will allow Ray ban to maintain its position in market.SWOT analysis †¢Strengths oLong standing and well established brand. oHigh quality and durable oProvide numerous styles and many color options oMany of the sunglasses are gender neutral oAppeals to many generations oPromise 100% anti reflective lenses, which protect eyes against harmful rays. †¢Weaknesses oCostly products oExclusivity of distribution channels Opportunities oRaise awareness about the important of protective lenses. oChance fro brand extension and expansion. oEmphasize Ray ban as a brand that values individuality and self-expression. To create valuable partnerships with other brands with similar messages and larger audience.†¢Threats oIn hard economic times peoples buy designer products. oMany stores sell cheaper versions of Ray ban. oMay seen as a trend that will d ie out. oConsumer brand loyalty to other sunglasses Competitors †¢ Oakley sunglasses focus on protecting the users' eyes from the sun, they accomplish this through use plutonite, which is a type of patented material, in their lenses to filter out any possible contact that UVA, UVB, UVC and harmful blue light may have with your eyes. ANSI impact tests are safety measures that glasses go through to see how well they are made and will perform. The ANSI impact tests are regarded as the gold standard safety test and Oakley sunglasses exceed the standards set by these tests. †¢ Oakley's High Definition Optics are known for exceeding these standard while using 3D technology to do so. †¢ The lenses seen in Ray-Ban eyewear products are often overshadowed by those seen in Oakley products. These higher quality and standards are often reflected in the expensive price of Oakley glasses.The Prada eyewear collection comes in different designs, styles, and colours. Offers metal frame s that are specially, made from a special metal alloy that is fade-resistant, and lightweight and convenient to use. ($350-$500) †¢ Offer plastic or nylon frames, which offer safe and lightweight protection for the eyes. Most nylon-framed sunglasses by Prada carry the distinctive Prada logo on the side of the frame. ($200-$400) †¢ Offers the Prada Sport eyewear collection, which is, targeted and specially designed for sports enthusiasts and individuals. The Prada Sport eyewear collection, also, comes in, metal and nylon frames. Prada has quality and style with correction eyeglasses.

Economic Community Assessment on West Hollywood California Essay

West Hollywood is a city incorporated in the County of Los Angeles in California, U. S. The city was founded in 1984 and currently, it has a population of 37,000 but the figure swell at night and over the weekends or during major events such as Gay and Lesbian parades. The city is one of those notably populated with gays in the U. S with well over 41% of the total population being gay This paper will discuss the economic details of the West Hollywood City in terms of housing; costs, types, ages, ownership etc, household incomes, resources available for families, major businesses, employment statistics and other economic assessments of the city. Business The current number of businesses (small and large) in West Hollywood City is 1,654. Owing to the fact that the society is changing, more immigrants are coming in and the technology is advancing, then, the business will grow to a higher level in the near future and that the number of business units will expand geographically and size wise Business profiles Category Number State(California) Retail/wholesale and manufacturers 860 53% Corporate Headquarters 35 2% Service providers 487 29% Production; T. V, radio, publishing etc. 70 4% Professionals 202 12% The main occupations of the people in the area are; design, cultural activities, small business and small scale farming in the western part of the city. Employment The top ten employers are; Los Angeles County MTA, Pacific Design Centre, The Lot, House of Blues, The Vons Companies, Wyndham Bel Age Hotel, City of West Hollywood, Hyatt West Hollywood, The Mondrian Hotel and Le Parc. These companies employ a huge majority of the population especially the young adults between the ages of 24-44 years. The rate of unemployment in the City is currently at 2. 9%. According to a survey conducted in 2000 on the employment statistics of the region, the number of persons working full time were 66% of the total population, 8% working part time, 3% were unemployed, 15% retired and 8% not falling in any category. Compared to the Los Angeles unemployment rate which is 3.5% and that of the United states which is now at 3. 7% according to the latest figures by the U. S Bureau of statistics(U. S Bureau of statistics 2006, (2006): Employment statistics, U. S Bureau of statistics) Housing Most of the houses were built during the 1950s and constitute about 30% of all the buildings in the city today. The rest were built later or earlier than that i. e. ; < 1940s-16%, 1940s-8%, 1960s- 23%, 1970s-18%, 1980s-6%. And 1990s- 1% There has also been a number of hosing structures which were built in the last five years but they are still under construction or have just been completed. There are in general 22,000 households in West Hollywood occupied by the over 37,000 persons. According to information contained in the City of West Hollywood Housing element, 2000, the number of households that contain single persons has increased i. e. from 42% in 1994 to 55% in 1998. The number of households with children in the year 2000 was about 2% and the figure is expected to increase given that the number of lesbian and gay marriages is on the increase. The housing situation in West Hollywood City is considered favorable and even in surplus going by the number of houses which are currently vacant. Compared to other areas where there is shortage of housing units, the city boasts of an organized housing structure planned, designed and constructed in a sophisticated manner. Those houses occupied by the councils and the government authorities; institutions such as schools etc comprise about 10% of the buildings while the rest are residential, manufacturing and business premises. All the business houses pay taxes to the local authority. The type of housing as described by the figure below shows that more families are staying single per housing unit. Depending on the size and the ownership of house, the rent of the housing units range from $ 10,000 to as $60,000 annually. Most of the housing units are apartments

Divergent Suggested Essays Essay

Suggested Essay Questions 1.In what ways does Tris’s identity develop over the course of the novel? Tris began the novel timid and unsure of herself and her desires, which was characteristic of her Abnegation upbringing: she was never allowed to focus on herself, so she never knew exactly what she wanted. Upon choosing Dauntless her bravery obviously begins to blossom, but she experiences some other changes as well. She forges friendships and relationships central to her identity, with people who bring out the best in her. And she learns that though she has chosen another faction, she can still be selfless; and indeed she is, time and time again. By the end of the novel, she is fully aware of herself as Divergent – someone who does not fit in, but who cannot be controlled. The events of the end of the novel reinforce who she has been – selfless – and who she wants to become – brave. There are many significant experiences to discuss, both good and bad, that shaped Tris as a person throughout her time in Dauntless. 2.Compare and contrast this rigidly structured society with our own. What are the pros and cons of each? Does one provide a more effective lifestyle than the other? The distinctions between Tris’s society and our own are very apparent; their idea of becoming a good person involves selecting one virtue to cultivate their entire lives, while for us, being good and morally sound involves a mixture of all of their faction virtues and more. Socially, we have much more freedom of choice, but is that freedom always a good thing? Studying any of the five virtues of Tris’s world can indeed have positive effects on one’s life. It all depends on perspective; either could be seen as the more effective lifestyle, depending on how you look at it, but the faction system certainly makes some significant missteps in trying to control and direct a person’s identity and humanity. 3.Discuss the soundness of a government run only by a single faction. Is Jeanine Matthews truly wrong for calling for greater representation, or is it better to keep administration in the hands of the selfless? This is certainly a far cry from our system of democracy. While having the innately selfless run the government seems like a respectable idea in theory, in practice it may fall short. Abnegation do not have the same goals in life as Erudite, Candor, Amity, or Dauntless, so therefore it is natural that their administration is called into question. Perhaps a system with equal representation from every faction would be a better strategy; though policy would not consist of extremely selfless acts, sometimes representatives do have to be selfish advocates for their people. And with everyone having a say, there would be much less chance of a rebellion the size of Erudite’s. Jeanine wasn’t entirely wrong in what she preached, but she certainly went about it the wrong way, and Abnegation wasn’t to blame for a system that had been flawed from the start. 4.What are the benefits of sorting people into social groups the way the factions are sorted? What are the drawbacks? We tend to subconsciously sort ourselves into groups regardless; we gravitate towards people with similar interests as us, people with similar backgrounds, people who look like us. With a society organized into groups, citizens are always surrounded by like-minded people, and there is a much greater chance of getting along with those who think like you. On the other hand, though, that separation can promote intolerance and prejudice, which is obviously apparent in the novel; all the factions shunned the values of their competitors, promoting a far too separated way of life. 5.There are only five factions; are there any other human virtues missing from the list? Why would these be necessary in well-rounded citizens? Valuing only honesty, selflessness, peacefulness, bravery, and intelligence seems like a very small slice of the vast majority of honorable human virtues. Another faction could exist based on loyalty; many of the problems  in Tris’s world (and our own) are caused by betrayal and distrust. A faction based on diligence could ensure that all its citizens are hardworking and productive. And there could also be a faction based on creativity, which shapes the mind in many ways the other factions do not. 6.Discuss Tris Prior as our protagonist. Is she a reliable narrator? Does she always tell the truth? Are we constrained by her point of view? Tris is typically a very straightforward narrator, though perhaps her point of view is often clouded by her own personal prejudices. We do not get a good sense of Peter’s character, for instance, because she is always so determined to hate him; perhaps there is more to him than meets the eye. We’re certainly constrained by her perspective, only knowing what she knows at any given time. We solve the mysteries of Four, her mother, and the Erudite-Abnegation feud only as soon as she does, because the story is told only from her first person perspective. The limits of this perspective does allow for some mystery and tension, though, as well as the strong impression of Tris as a hero. 7.What significance do Tris’s relationships have in her life? Various relationships begin to blossom for Tris only after she’s left Abnegation. Her family is broken apart, but at a distance she seems to get even closer to her mother, learning more about her past than she ever knew before. In Abnegation, Tris never had true friendships, but in Dauntless she becomes close to Will, Christina, Al, Uriah, and some of the other initiates. Without them, she wouldn’t have had the support she needed to get through initiation. And finally, her relationship with Four has changed her in many ways; she’s been given someone to open up to, who in turn opens up to her, and for a person with as much to deal with as Tris, this is absolutely essential. 8.Compare and contrast Peter and Jeanine Matthews as antagonists. Who would be considered the central antagonist? Both Peter and Jeanine serve as Tris’s enemies, but in very different ways. Peter is more present throughout the novel, causing trouble for Tris during initiation, her most immediate concern. But Jeanine is an antagonist on a larger scale; though she doesn’t make an actual appearance until late in the novel, we know she’s been behind the growing rebellion of the Erudite and the hunt for Divergent. Jeanine’s aims and the reach of her grasp lead to something much, much larger than a struggle for ranking during initiation. For this reason, only Jeanine can be considered the central antagonist. 9.In what ways is the brewing war between Abnegation and Erudite reminiscent of our societal power struggles? Though the battle at the culmination of the novel is fought with high-tech innovations like simulations, the circumstances that caused it can be easily compared to the power struggles in our own society. It starts with a group of people believing they’ve been treated unjustly, with an unfairly small amount of say in government, and ends with a bloody battle to determine who stays and who goes. Revolutions and major modern-day wars begin in much the same way. Jeanine Matthews is representative of the persuasive, charismatic, and intelligent leader who is able to convince her people to rally against another group; in this case, Abnegation. Jeanine’s method of manipulation through propaganda (false claims about Abnegation) and disrespect for others based on a perceived difference or lack mirrors fascist leaders from history. 10.Which theme in the novel would you consider the most significant, and why? Though many major themes in Divergent are prevalent, the one that constantly comes into play is the theme of identity and how one’s choices determine self. Tris is constantly making choices that define who she is, starting with the major one on Choosing Day and continuing throughout initiation, ending with her decision not to shoot Tobias in the control room in order to stop the simulation. Her identity develops further with every decision, and eventually she learns that she can truly be brave and selfless at the same time. This theme applies to other characters as well; Caleb, for instance, chose to switch to Erudite in order to stay true to his own identity, but  eventually returns to Abnegation because he decides that Erudite’s plans were wrong, and he could not be a part of it. Each and every character in the novel makes at least one choice that aids in determining their identity; therefore, this theme is extremely significant.

Standing Tall: Japan’s Resilient Luxury Market

McKinsey Consumer and Shopper Insights June 2012 Standing Tall: Japan’s Resilient Luxury Market Brian Salsberg Naomi Yamakawa Photograph: Abbie Chessler 2 In the immediate aftermath of the tsunami, earthquake and nuclear disaster that hit Japan last year, killing 19,000 people and battering the nation’s already shaky confidence, it was hardly surprising that people didn’t feel like shopping. At the time, the conventional wisdom was that such restraint was likely to last.People would still have to shop for essentials, of course, but the market for things like high-fashion apparel and luxury handbags was surely bound to suffer long-term damage. Such thinking made eminent sense – except it didn’t happen. Fifteen months on, today’s luxury market looks a lot like the luxury market that existed the day before the Great East Japan Earthquake, much as we anticipated in last year’s report. 1 Our findings at the time were necessarily tentative, coming as they did less than three months after the disasters.Today, we can assert this with more confidence. When asked if the disasters had changed their attitudes, for example, fewer than 20 percent of the 1,450 Japanese consumers we interviewed were less interested in shopping for luxury goods than they were before the disasters (Exhibit 1). The Cabinet Office’s Consumer Confidence Survey report from May 15, 2012, shows that consumer confidence has risen strongly since March 2011 (to 40. 3) and is back to up to levels last seen in 2010. Moreover, in a small but telling sample, when we asked 20 Japan-based luxury company CEOs about their sales outlook, every single one said 2012 would be better than 2011, and almost three-quarters said that the disasters of 2011 had no effect (63 percent) or, counter-intuitively, had a positive effect (10 percent) on company performance. Seventy percent of CEOs Exhibit 1: A vast majority of consumers still have strong interest in luxury Wh ich best describes your own attitudes towards shopping for luxury goods since the earthquake and tsunami on March 11?Percent selecting â€Å"Somewhat less interested,† or â€Å"Less interested† on a 5-point scale Less interested 20s n = 224 30s n = 497 40s n = 414 50s+ n = 323 4. 6 5. 8 10. 4 Somewhat less interested 7. 8 14. 6 22. 4 8. 2 12. 8 21. 0 12. 5 15. 7 28. 2 SOURCE: McKinsey Japan Luxury Consumer Survey 2012 were optimistic about the near future and the prospects for Japan’s luxury market (Exhibit 2). Japan’s luxury market rings up between $10-20 billion a year in sales (depending on how the market is defined).That figure is unlikely to grow much, given Japan’s shrinking population, slow economic growth, and cost-conscious consumer attitudes. Strictly from a sales ratio perspective, Japan’s luxury market will continue to wane in importance for most luxury manufacturers. A case in point is LVMH. Just five years ago, Japan accounted for 13 percent of the Exhibit 2: Most executives we surveyed maintain an optimistic view of the future of Japan’s luxury market Which best represents your perspective on the mediumterm future of the luxury goods market in Japan?Percent; n = 20 Somewhat pessimistic 30 35 Optimistic 35 Somewhat optimistic SOURCE: 2012 Luxury CEO survey 1. http://csi. mckinsey. com/Home/Knowledge_by_region/Asia/Japan/japanluxury. aspx 2. Cabinet Office of Japan, http://www. esri. cao. go. jp/en/stat/shouhi/shouhi-e. html 3 â€Å"When it comes to watches, we see customers trading up to higher-end brands and higher-end products. † —Japan president, luxury watch manufacturer company’s global revenue. By 2011, the figure had dropped to 8 percent (and that marked an improvement from 2010).Compare that performance with the rest of Asia, where the company’s sale share rose from 17 percent to 27 percent over the same period. 3 And yet, such figures make it easy to lose sight of one simple reality: Japan remains the world’s third-largest luxury market, after the US and China. more high-end brands than cheaper brands. Not surprisingly, their spending on luxury is not as high as for other age groups, but a higher percentage of them are active in the luxury market (5 percent compared to 2. 3 percent of those age 50 and up).This cohort are more likely to be willing to pay full price and are also more likely to see owning luxury goods as something special. As for men, while they make up a minority of luxury shoppers in Japan, they have stayed more loyal to expensive brands. There are an estimated 3 million men under the age of 34 living alone in Japan. According to government data, average incomes for this group increased by 7 percent Exhibit 3: in 2011, and their spending jumped by 13 percent. Compare this to single women, whose spending grew less than 2 percent, and the average Japanese consumer, whose spending dropped. Young men, it seems, saw the M arch 11 disaster as a good reason to live for the moment, and Japan’s luxury goods market appears to be a beneficiary. Finally, when we look at segmentation by income, Japanese who spend more than a million yen (about $12,000) a year on luxury goods are more than three times as likely to say they are switching to high-end brands than to low-end brands (Exhibit 3). Those who spend less than half as much are reporting the opposite. What we learned Here are some of the most striking insights from McKinsey’s 2012 Luxury Consumer Survey: ?Japan is a market of markets That is, some niches and segments are more promising than others. In terms of products, for example, highend Swiss watches, such as Rolex, Omega, Piaget, and TAG Heuer, have reportedly enjoyed significant growth in the past year. 4 Why? Because luxury consumers seek both emotional and functional benefits. A great watch, they believe, is the kind of item that appreciates in value and can be passed down to the ne xt generation. In terms of behavior, there is opportunity on the sales floor.For reasons that range from a more stable economy to better upselling skills, consumers are trading up in some luxury categories, even as they trade down in others – primarily apparel and similar categories with shorter shelf-lives and greater selections of alternatives. Demographically, younger consumers and men are worthy of particular attention. Twentysomethings are the only group buying Big spenders appear to be â€Å"trading up† to higher-end brands Annual luxury spend (JPY) I am purchasing luxury goods . . . Less often More often Above 1 mil (n = 48) 15 8 I have switched to buying . . More high-end Cheaper brands brands 6 21 0. 5-1 mil (n = 100) 16 5 9 14 Up to 0. 5 mil (n = 953) 22 4 15 5 SOURCE: McKinsey Japan Luxury Consumer Survey 2012 Photograph: Abbie Chessler 3. Wall Street Journal, February 21, 2012. 4. Nikkei Weekly, April 2, 2012. 5. Statistics Bureau of Japan, â€Å"Family In come and Expenditure Survey,† first quarter, 2012. 4 ? Experience is increasingly valued The in-store experience is a key element in enjoying luxury, and it may be particularly important in Japan, whose customers are renowned for their high service standards.Asked what were the key elements that enhanced the buying experience, the top two answers Japanese consumers gave were: 1) The staff was kind, and 2) The staff was knowledgeable. Responses were consistent across categories. Luxury executives tell us that for their best customers, the in-store experience and overall customer relationship are nearly as important as product performance. Luxury brands, by definition, are about high quality and exclusivity; providing an excellent customer experience helps to deliver something extra, and those we spoke with are convinced that doing so is well worth the investment.One executive told us that his company, a luxury automaker, saw tremendous value in closely monitoring the daily cust omer relationship management activities of its sales team and using the information to coach staff, not only on closing a sale, but on upselling various options and features. The value of experience also comes through in what consumers tell us they want. There is clear potential for luxury experiences to become â€Å"the next big thing. † Asked their level of interest in various products, those 30 and up named luxury hotels above all others (it ame in second among those in their 20s). Spas and beauty services also scored highly (Exhibit 4). We also asked one of our favorite questions from previous surveys: â€Å"Imagine you won 300,000 yen (about $3,800) in a lottery today. How would you spend it? † Except for those in their 20s, travel scored highest by a decisive margin (Exhibit 5). ? Digital marketing in Japan has far to go Even the executives we spoke to agreed with this. More than twothirds of them admitted that luxury brands have been â€Å"less successful† Exhibit 4: n capturing the changing behavior of consumers, and just 15 percent called online sales a â€Å"meaningful† part of their business in Japan. At the same time, 90 percent said online marketing and promotion was â€Å"somewhat† or â€Å"very† important. A look at the demographics confirms that digital complacency would be a mistake for most luxury players. For one thing, women are more likely than men Are luxury-branded experiences the next big trend? Very interested Interested Think about the luxury brands you like most. When that brand is associated with the following product or service, what would be your level of interest?Percentage of those who are â€Å"very interested† and â€Å"interested† on a scale of 6; n = 1,458 Total Hotel Perfume Home textiles Cosmetics Furniture Spa and other beauty service Home electronic products 13 10 9 10 8 9 8 26 20 21 19 19 17 17 30 30 29 27 26 25 39 20s 14 16 12 16 9 15 24 23 26 29 25 30 33 38 36 45 40 45 30s 14 11 10 12 9 10 27 21 22 20 20 23 24 32 32 32 29 33 41 40s 15 24 39 50s+ 9 5 6 26 19 19 25 25 35 10 15 25 10 18 29 10 14 23 9 15 24 9 12 21 11 18 29 5 16 21 3 20 4 10 14 22 23 9 15 24 7 17 3 19 SOURCE: McKinsey Japan Luxury Consumer Survey 2012Exhibit 5: Overall, luxury shoppers show an increased appetite for travel Imagine you won 300,000 yen in a lottery today. How would you spend it? Aggregated average by age group; n = 1,458 20s 100% = 244 Luxury goods 26 30s 224 27 40s 497 21 50s+ 414 21 467 22 410 26 257 27 323 22 Travel Hobbies Living expenses Savings Other 27 25 29 32 26 36 37 9 5 20 2 2011 38 12 6 21 2 2012 6 8 32 1 2011 7 7 33 1 2012 9 7 31 3 2011 9 7 30 1 2012 10 8 28 2 2011 11 6 22 4 2012 1 Includes leather goods/bags, shoes, watches/jewelry SOURCE: McKinsey Japan Luxury Consumer Survey 2012 5 We see big tickets becoming even bigger. The level of customization on luxury performance cars has hit a recent high this year: this is where all the money is made. â⠂¬ Ã¢â‚¬â€President, luxury car manufacturer to use digital means on their Consumer Decision Journey;6 this matters because women account for about 75 percent of luxury sales in Japan. For another, almost 16 percent of 20-somethings who had a smartphone or tablet had used it for their last luxury purchase, compared to 5 percent for over-50s; and a full 75 percent of younger consumers had used their device to check prices (Exhibit 6).Capturing the younger consumer is vital, given the looming cloud that is Japan’s relentlessly aging society. As established brands strive to ensure they remain relevant to Japan’s technologically-oriented young people, it is plausible, even likely, that a digital component will be central to those efforts. Likewise social media cannot be ignored. A February 2012 Nikkei survey of Japanese smartphone users showed that about 80 percent of women in ther 20s and 30s, 80 percent of men in their 20s, and 60 percent of men in their 30s and 40s us e social media. 7 ?Old-school rules – by default Because the luxury experience is so important, it stands to reason that both sexes and all ages strongly prefer to do their high-end shopping in person. They still like it best of all in department stores (Exhibit 7). It would be a mistake, however, to conclude that the department store format is thriving. On the contrary: while the sheer number of department stores in prime locations all but guarantees a large audience of shoppers, the tired format has yet to find its place in today’s more dynamic, user-friendly retail landscape.What it all means Based on this research and our experience with many retail clients, we have identified several important implications. ? Own the interplay between digital and in-store touchpoints and embrace social media Just a few years ago, at one of McKinsey’s annual luxury leader dinners in Japan, the consensus in the room was that social media and Exhibit 6: luxury were mutually ex clusive. After all, the thinking went, social media is inclusive by definition, and luxury is exclusive.Today, companies like Burberry are demonstrating just how backward and self-defeating that thinking was. Burberry boasts 12 million Facebook followers, 800,000 Twitter followers, and 12 million views on 250 different YouTube videos. In a statement accompanying Burberry’s results over the sixmonth period to September 30, 2011, Angela Ahrendts, the CEO, Smart phones have become an important tool in purchase process for younger consumers General public Do you own a smartphone or tablet PC? Did you use it for your last luxury purchase?Percent, n = 1,458 Shoppers who used a I used it on my last smartphone or tablet PC on I have smartphone/tablet PC luxury purchase last luxury purchase 20s n = 224 30s n = 497 40s n = 414 50s+ n = 323 12 68 36 53 26 46 20 27 Luxury purchases 23 16 22 12 17 8 19 5 SOURCE: Impress R&D ? Smartphone/mobile use trend survey? , 2012 Luxury CEO dinner re spondent survey Exhibit 7: Department stores continue to play crucial role for the category, but three other channels are also strong Thinking about the past 12 months, what channels did you visit to buy luxury goods? multiple answer) Department Fashion goods n = 296 Leather goods n = 294 Watch/jewelry n = 270 Shoes n = 236 76. 2 58. 1 64. 2 77. 0 Brand shop 35. 5 27. 0 34. 2 39. 2 17. 0 33. 0 Outlet 39. 7 39. 7 Duty Free Shop 35. 4 32. 3 28. 6 29. 7 SOURCE: McKinsey Japan Luxury Consumer Survey 2012 6. The term â€Å"Consumer Decision Journey† refers to the progression from initial consideration, active evaluation, and moment of purchase to post-purchase experience and loyalty, first presented in the McKinsey Quarterly, â€Å"The Consumer Decision Journey,† June 2009. 7.Nikkei Shohi Watcher, â€Å"The ‘Smart’ Set is Mainly Female† (â€Å"Suma-ju† na hitobito shuuyaku wa josei), February 2012, p. 22. 6 attributed the company’s strong r esults to â€Å"continued investment in innovative design, digital marketing, and retail strategies†. Tiffany & Co. has also embraced digital media, with a highly regarded e-commerce site, Facebook presence, and even an iPad app showcasing its famous line of engagement rings. A key to succeeding in social media is to deliver the brand story and heritage consistently across media while tailoring messages to the specific consumer segments that are using each media format.It’s also important to understand the role each medium plays in the Consumer Decision Journey. For example, in cosmetics it can be easier to introduce cosmetic routines (e. g. , how and in what sequence to apply the product) in store, but consumers often seek out additional information and reviews online. For apparel and accessories, customers may go to the store to buy, since they want to be able to touch items and try them on. The initial introduction and attraction often happens outside the store â₠¬â€œ from storefronts, wordof-mouth, or magazines.Winners will be those who can excel at multichannel marketing and sales. ? Make the most of travel retail Japanese consumers love to travel – up to 20 percent of all luxury consumers have shopped abroad in the past 24 months (Exhibit 8). This accounts for the crucial role of dutyfree shops, where a third of luxury consumers have shopped in the last year. Women are particularly prone to stopping by duty-free, with 36 percent of them buying there. As a result of international travel and the Internet, consumers today know what luxury goods cost both inside and outside Japan, and they ay be timing their shopping to take advantage. This is especially poignant for luxury manufacturers – they need to recognize that the consumer relationship with any given brand crosses international borders. That fact has implications for after-sales service, and underscores the importance of maintaining consistency with the face of the brand across both channels and geographies. For a number of years, we have been observing the emergence of â€Å"global tribes†, that is, groupings of consumers who have more in common with their counterparts in other geographies than with their fellow countrymen.Easy access to social media and cheap travel will only deepen this phenomenon. In response, luxury manufacturers will need to do much more than simply accept that today’s consumers are global; they will need to make their brands even more so. ? Manage parallel imports Parallel imports – identical products imported from a foreign country, then sold for much less – cannot be prevented, but can be managed. Some brands are trying to restrict parallel imports by tracking serial numbers to determine where the imports are coming from, and decreasing Exhibit 8: argins for retailers who are caught. Others are putting limits on aftersales services available to parallel imports. Few companies have chosen to move to one global, exchangeadjusted recommended retail price, though that may become a more standard approach. ? Embrace customization and made-to-order luxury Building off a trend popularized by other consumer-goods companies, such as Adidas and Nike in sports footwear, luxury auto manufacturers, and luxury handbag and accessory players are embracing customization.This is consistent with a broader consumer trend in developed markets (the â€Å"My† generation) where niche is replacing mass in many areas and consumers have grown used to customizing everything from their playlists to their iPhone covers. Luxury has always been synonymous with exclusivity, but with so many stores and so many new channels to buy from, we have begun to see a â€Å"commoditization† of exclusivity. In a sense, then, customization is the ultimate in exclusivity. For example, Louis Vuitton recently launched a service in Japan that allows customers to select the leather and then design uniqueJapanes e consumers continue to purchase luxury items abroad 2012 2011 2010 Which of the following places did you make a luxury purchase in last 2 years? Percent of respondents who bought luxury goods in category abroad within last 24 months; multiple answer; 2012 Top 5 Hawaii Korea Europe North America (excluding Hawaii) Hong Kong/Macau SOURCE: McKinsey Japan Luxury Consumer Survey 2011/2012 14 10 12 14 17 17 18 22 21 22 22 25 27 32 19 7 â€Å"We continue to be concerned about the relevance and impact of department stores. We can’t stop experimenting with new concepts. —Japan president, global luxury accessory and apparel player products. Some luxury carmakers tell us their strong revenue growth in Japan has come not because they are selling more cars, but because buyers are loading up on various bells and whistles to create their own personalized, ideal vehicle. Of course, customization comes at a cost to luxury manufacturers, adding complexities to the supply chain and bey ond. It must be reserved primarily for truly high-end products. the number of car-sharers has increased 10-fold, to 170,000, and revenues ould surge to $550 million by 2016, according to estimates from Frost & Sullivan. 9 This shift to value is real and enduring. So, we believe, is the emphasis on discretion. In the wake of the earthquake, the percentage of those who said that showing off luxury goods was in bad taste rose sharply, from 24 percent to 49 percent; this year, it was 51 percent. The quest for value and a desire to avoid the appearance of conspicious consumption are not necessarily antithetical to an appreciation of luxury. These attitudes can co-exist.In fact, that precisely describes the state of the Japanese market: Consumers are ready, willing, and sometimes eager to buy. But they are doing so with rigorous deliberation. Exhibit 9: Brian Salsberg is a principal in McKinsey’s Tokyo office and a leader of the Consumer & Shopper Insights center in Asia. Naomi Yam akawa is a marketing expert in Tokyo. The authors wish to thank Georges Desvaux, Todd Guild, Ryu Iwase, Euljeong Moon, Yuka Morita, and Kohei Sakata for their help. Conclusions Only a little more than a year after the worst crisis to hit Japan since World War II, the Japanese luxury market is stable.Ultimately, it comes down to this: despite deflation and disaster, Japanese consumers continue to want luxury goods and to buy them at a good clip. But – and this has been true since the financial crisis hit in 2008 – they are more cautious about price and more demanding. They do not just want an expensive product to look great and to work beautifully, but to satisfy other needs, whether emotional or even social. Half of luxury car buyers, for instance, say that â€Å"eco-friendliness† is important to them (Exhibit 9). The quest for value, in all its forms, is becoming characteristic up and down the retail chain.As we argued in the McKinsey Quarterly in 2010, many co nsumers have diverted a chunk of their spending away from high-priced prestige. 8 Wal-Mart, Amazon, Costco, Ikea, Daiso, Uniqlo, private-label foods, and the low- to middle-end specialty apparel players are all doing conspicuously well. Then there is carsharing – short-term rentals by the hour. This service barely existed in 2009 (revenues were about $17 million). Today it has become positively mainstream. With many Japanese deterred by the high price of owning and maintaining a car,Photograph: Abbie Chessler What do luxury consumers think of luxury automobiles? 2012 2011 Regarding luxury cars, do you agree/disagree to the below statements? Percent who answered â€Å"strongly agree† and â€Å"agree† within 6 scale; n = 1,458 Luxury cars have characteristics that justify the premium price 20s 30s 40s 50s+ 31 37 33 30 35 33 41 39 9 12 11 11 10 It's worth the money to buy a luxury car for the superb driving experience 13 13 12 Being â€Å"eco-friendly† is as important for luxury cars as design or driving experience 51 47 48 50 56 52 52 44SOURCE: McKinsey Japan Luxury Consumer Survey 2012 About the Japan Luxury Consumer Survey McKinsey conducted this national online survey of 1,450 consumers in April and May 2012, for the fourth year in a row. Focusing on four categories (fashion, leather goods, shoes, and watches/jewelry), we interviewed 250 to 300 luxury consumers (defined as those who have purchased any one of 174 brands in the last two years). We also spoke to 350 â€Å"lapsed† luxury buyers. Two-thirds of the respondents were female. 8. McKinsey Quarterly, â€Å"The new Japanese consumer,† March 2010. ttps://www. mckinseyquarterly. com/The_new_Japanese_consumer_2548 9. Frost & Sullivan, â€Å"Strategic Analysis of the Car-Sharing Market in Japan,† July 2011 8 What McKinsey’s Consumer and Shopper Insights portal has to offer Where do more than 15,000 executives get their daily dose of consumer insights? c si. mckinsey. com. Sign up now. It’s free. ? ? ? ? ? How are China’s hypermarkets different from Western ones? (One clue: those live chickens in the food aisle. ) How is the digital consumer changing? (In six major ways. ) How are Mexican consumers feeling? (Not great. Are global luxury shoppers cutting back? (Not so much. ) Is Poland promising territory for online retailers? (Yes. ) The 21st century has already seen the unimaginable and the improbable. But here is one certainty: The world is about to see the biggest increase in consumption in history. Learn all about it—and be part of the conversation—at csi. mckinsey. com. These are just a few of the questions asked and answered on csi. mckinsey. com. As a global consultancy, McKinsey has the resources, and the desire, to explore the ever-changing, ever-elusive global consumer.To take just one example, we have spoken with more than 60,000 Chinese shoppers to discern what they are thinking, buying and thinking about buying. Here’s another example: Since August 2008, McKinsey has interviewed a representative sample of Americans every six months to track their attitudes and spending. How do the world’s digital consumers spend their online time? We can tell you that, too. 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We’ll send you notices of what’s new about twice a month. ttp://csi. mckinsey. com 9 McKinsey Consumer and Shopper Insights You can dowload McKinsey’s previous luxury reports at http://csi. mckinsey. com July 2010 McKinsey Asia Consumer and Retail McKinsey Asia Consumer and Retail Luxury goods in Japan: Momentary sigh or long sayonara? How luxury companies can succeed in a changing market Japan’s luxury consumer: Detecting a pulse? Special Report: McKinsey & Company Japan Luxury Goods Survey 2010 Brian Salsberg Naomi Yamakawa Luxury goods in Japan: Momentary sign or long sayonara? (June 2009) Japan’s luxury consumer: Detecting a pulse? (June 2010) June 2011Consumer and Shopper Insights August 2011 August 2010 CSI Insights Flash June 2010 McKinsey Consumer and Shopper Insights McKinsey Consumer & Shopper Insights Korea’s luxury market: Demanding consumers, but room to grow McKinsey Asia Consumer and Shopper I nsights No seismic shift for luxury in postquake Japan Special Report: Japan Luxury Goods Survey 2011 Understanding China’s Growing Love for Luxury By Aimee Kim and Martine Shin Key themes from the 2011 McKinsey Korea Luxury Consumer Survey Every year since 2006, sales of luxury goods in South Korea have risen at least 12%1, to an estimated $4. billion in 2010. In the first four months of 2011, sales at department stores were up more than 30% compared to 2010. 2 This continues an established trend, as last year’s report on the market showed (see report at csi. mckinsey. com: â€Å"Living it up in luxury. †) Still, insiders are asking whether it can last. For one thing, according to McKinsey’s survey, the percentage of household income that luxury consumers spend on luxury is already higher in South Korea (5%), than in Japan (4%)3—and the Japanese luxury market has been stagnant in recent years.Moreover, the performances of famous brands in Korea ha ve been mixed. For example, LVMH and Ferragamo continued to do well, but others, like Gucci Group and Dior, saw sales drop in real terms in 2010. 4 1 2 3 4 5 6 Thus, while the headline news is that the luxury market is still growing strongly, uncertainty is also mounting. In this year’s report, McKinsey addresses these concerns, which come in the form of three key questions: Can South Korea keep it up? What’s changing?And what do these trends mean for the players in the luxury industry? To answer these questions, for the second year in a row, McKinsey surveyed 1,000 Koreans who had purchased at least 1 million Korean won ($930) in luxury goods in the previous year across four categories —fashion apparel, leather goods, shoes, and watches/jewelry. Among the respondents were 200 â€Å"heavy purchasers†Ã¢â‚¬â€those who had spent at least 10 million Korean won ($9,300). We also interviewed 24 senior executives of luxury-goods companies. Here’s what we found. 5Let’s start with the proposition that not all consumers are created equal; to a startling degree, it is mainly the heavy purchasers who are keeping the Korean luxury market rolling with such force. For example, Lotte department store estimated that the number of â€Å"Most Valuable Customers†Ã¢â‚¬â€those who spend 15 million won ($14,000) or more a year—rose 14. 4% in 2010, compared to 9. 2% for other kinds of luxury consumers. The number of VIP customers at Shinsegae department store —those who spend more than 8 million won ($7,400) —grew 35%, compared to 12% for other consumers. 6 Shopping at the high end also appears to be habit-forming.McKinsey found that heavy purchasers are much more likely to say that they enjoy their goodies â€Å"as much as I always have† vs. non-heavy customers (33% to 12%). This difference in attitude was reflected in their actual spending: The big-spenders indicated that they had spent more on all four luxury categories in the previous 12 months. Non-heavy buyers were pickier: While they spent more on watches and leather, they spent less on South Korea: Living it up in luxury Special Report: 2010 Luxury Goods Survey McKinsey & Company South Korea Brian Salsberg Naomi Yamakawa 1. Can South Korea keep it up?Yes. A number of trends, small and large, are creating a model of sustainable growth for the next three to five years. McKinsey Insights China Euromonitor Ministry of Knowledge Economy McKinsey analysis Financial Supervisory Service The report surveyed at least 200 luxury consumers for each product category; luxury consumers were screened based on purchase history of select luxury brands (ranging from affordable â€Å"masstige† brands to â€Å"super premium† brands) and included 85 luxury fashion apparel brands, 57 luxury leather goods and shoes brands, and 47 luxury watch/jewelry brands.Asia Economy, â€Å"VIP customers have increased at department stores,† August 28, 2010 No seismic shift for luxury in post-quake Japan (June 2011) Understanding China’s growing love for luxury (March 2011) Korea’s luxury market: Demanding consumers,but room to grow (August 2011) South Korea: Living it up in luxury (August 2010)