Please write Each answer cannot be less than 200 words, I will give you thumbs. thanks. References: required

Case Study: The Louis Vuitton $2900 SmartwatchHigh Tech or High Fashion? Its All in the Eye of the Beholder When Apple introduced the Apple Watch in 2015, it was unclear whether the company would revolutionize the watch industry as it did with MP3 players, cell phones, and tablet computers. With recent Apple Watch unit sales second only to legendary watchmaker Rolex, that question has been answered. Now fashion leader Louis Vuitton is asking a new question: Will consumers pay $2,900 for a smartwatch? In answering that question, shoppers will have to answer another: is this technology, or is it fashion? Louis Vuitton began its fashion dynasty when its namesake started his luggage business in Paris in 1854. Today, the Louis Vuitton logo can be found on everything from denim jackets ($4,050) to backpacks ($2,040), to t-shirts (yours for only $505). The company added traditional mechanical watches to its product line in 2002, branding it as the Tambour collection. But the company was late to the party with its entry into the product category of computer wearablesdevices embedded in apparel and fashion accessories. Other famous designers such as Michael Kors, Rebecca Minkoff, and Kate Spade had already jumped into the luxury smartwatch market. So, the Tambour Horizon smartwatch needed something special to stand out. The Tambour Horizon is built on Googles Android technology, and it includes many features standard to the category such as email and text alerts, and step counting. It also includes apps Google created especially for Louis Vuitton. A built-in City Guide provides information on the best and sites to see in seven of the worlds most visited cities based on Vuittons well-known travel guidebooks. A geolocation capability alerts you to tourist attractions, hotspots, and restaurants in your vicinity. With the GMT function, you display the name of a city on the screen and the corresponding local time appears. Notice anything these apps have in common? All relate to travel, appropriate for the jet setters who carry Louis Vuitton luggage as they move among world-class cities. But its the form, not the function, that Louis Vuitton hopes will distinguish its entry in the market. A 24-hour engraved bezel is encased under a sapphire crystal, but the face of the watch is what you make it. Choose one of the famous Vuitton looks such as Monogram, Damier, or colored stripes, or use your own initialsthe ultimate bespoke model. Wearers can customize the look further with one of 60 interchangeable straps, and can easily change a patented system made from a carbon-enriched composite material. How will potential customers evaluate the Horizon Tambour? What process will they use to decide whether it is worth the $2,900 that Louis Vuitton is asking? As both a technology and a fashion product, the Horizon fits into the category known as a hybrid wearable, and as a higher end offering, a luxury hybrid. This is important to consider because it reveals the identity problem products like this face. Louis Vuittons original line of watches was clearly all about fashionthey reliably tell time, but were mostly about the look, the image, and reputation attached to the brand. While many shoppers will focus on that fashion aspect, some will lean toward the tech functionality, and others will care deeply about both. Whats a marketer to do? It is up to marketers to self-identify their products as being in one category or another through their promotional communications. We can see a strong clue to Louis Vuittons choice in the advertising the company created to launch the product. For its teaser advertising on Instagram, a video showed close-ups of the faces of different people in the center of the Tambour Horizon bezel. Each of the actors proclaims, Dont take time. Let it take you. The videos said nothing about features, apps, or battery life. Although the companys website provides summaries of the key applications, its print communications are typical fashion advertising that focus on a glamorous model who wears the product. Further, the company does not even emphasize that the watch is Android compatible. But what about that price? Luxury watchmakers have commanded high prices for their products for many years, in part because of the products heirloom value. One of the priciest, Patek Phillippe, has for over twenty years told us that, You never actually own a Patek Phillippe. You merely look after it for the next generation. But given the pace of change in computer technology, this old school logic may not work for smartwatch buyers. As with most luxury items, shoppers will be drawn to these high-priced products because they shout exclusivity, prestige, and uniqueness. Note what this smartwatch does not have: A heartbeat monitor, preventing wearers from capturing their increased heart rate as friends look at them with envy! And the products relatively short list of functions may be a good thing. A recent study found that products such as these luxury smartwatches should not have too many features, lest wearers no longer consider them unique.

Please read the case carefully and provide comprehensive justified answers to the following questions:

1. First, identify the level in Maslows Hierarchy of Needs into which the Tambour Horizon best fits. Next, make a case for how it could fit into each of the other categories.

2. How could Louis Vuittons choice of distribution channel affect how shoppers perceive and evaluate the Tambour Horizon?

3. Consider the five types of perceived risk. Which ones might be at play in the purchase of a luxury smartwatch?