Managing Luxury Brands

Author : Michel Chevalier,Gerald Mazzalovo
Publisher : John Wiley & Sons
Page : 249 pages
File Size : 51,8 Mb
Release : 2012-05-18
Category : Business & Economics
ISBN : 9781118171790

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Luxury Brand Management by Michel Chevalier,Gerald Mazzalovo Pdf

The definitive guide to managing a luxury brand, newly revised and updated What defines a luxury brand? Traditional wisdom suggests that it's one that's selective and exclusive—to such a degree that only one brand can exist within each retail category (automobiles, fragrances, cosmetics, etc.). But this definition is inherently restrictive, failing to take into account the way in which luxury brands today are increasingly identified as such by their placement in stores and how consumers perceive them. This revised and updated edition of Luxury Brand Management, the first comprehensive book on luxury brand management, looks at the world of branding today. Written by two renowned insiders, the book builds on this new, broader definition of luxury and examines more than 450 internationally known brands from a wide range of industries. Packed with new information covering the financial crisis's impact on luxury brands, and looking towards a new period of growth, the book reconciles management, marketing, and creation with real-life examples and management tools that the authors have successfully used in their professional careers. Includes dedicated chapters focusing on each of the main functions of a luxury brand, including brand creation, the complexity of managing brand identity, the convergence of arts and brands, and much more Addresses the practical functions that can make or break bottom lines and affect brand perception, such as distribution, retailing, logistics, and licensing Focuses on brand life-cycle, brand identity, and licensing issues A compelling and comprehensive examination of the different dimensions of luxury management in various sectors, this new edition of the classic text on brand management is essential reading for anyone working with or interested in making the most of a luxury brand in the post-recession world.

Author : Jean-Noël Kapferer
Publisher : Kogan Page Publishers
Page : 240 pages
File Size : 42,7 Mb
Release : 2015-03-03
Category : Business & Economics
ISBN : 9780749474379

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Kapferer on Luxury by Jean-Noël Kapferer Pdf

This book addresses the No 1 challenge of all major luxury brands today: How can these brands pursue their growth yet remain luxury? How do you reconcile growth and rarity? Kapferer on Luxury offers a selection of the most recent and insightful articles and original essays on the luxury growth challenge from Jean-Noël Kapferer, a world-renowned luxury analyst. Each chapter addresses a specific issue relating to the luxury growth challenge such as sustaining the 'luxury dream', adapting the internet to luxury demands, re-widening the gap with premium brands' competition, and the importance of non-delocalization. It also explores in detail facing the demand of the Chinese clients, rising sustainable quality and experiential standards, developing real luxury services and managing luxury brands within groups without diluting their equity and more. As such, Kapferer on Luxury is the perfect and timely resource for luxury executives, communication managers, luxury observers and advanced students willing to deepen their understanding of this major luxury challenge.

Author : Jean-Noël Kapferer,Vincent Bastien
Publisher : Kogan Page Publishers
Page : 408 pages
File Size : 54,9 Mb
Release : 2012-09-03
Category : Business & Economics
ISBN : 9780749464929

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The Luxury Strategy by Jean-Noël Kapferer,Vincent Bastien Pdf

Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.

Author : Jean-Noël Kapferer,Joachim Kernstock,Tim Oliver Brexendorf,Shaun M. Powell
Publisher : Springer
Page : 256 pages
File Size : 52,6 Mb
Release : 2017-09-21
Category : Business & Economics
ISBN : 9783319511276

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Advances in Luxury Brand Management by Jean-Noël Kapferer,Joachim Kernstock,Tim Oliver Brexendorf,Shaun M. Powell Pdf

Presenting some of the most significant research on the modern understanding of luxury, this edited collection of articles from the Journal of Brand Management explores the complex relationships consumers tie with luxury, and the unique characteristics of luxury brand management. Covering the segmentation of luxury consumers worldwide, the specificity of luxury management, the role of sustainability for luxury brands and major insights from a customer point of view, Advances in Luxury Brand Management is essential reading for upper level students as well as scholars and discerning practitioners.

Author : Rodrigues, Paula,Borges, Ana Pinto
Publisher : IGI Global
Page : 318 pages
File Size : 44,6 Mb
Release : 2020-10-23
Category : Business & Economics
ISBN : 9781799843702

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Building Consumer-Brand Relationship in Luxury Brand Management by Rodrigues, Paula,Borges, Ana Pinto Pdf

Luxury is no longer a privilege of the high-net-worth individuals. It is now accessible to all. This has become possible because the essence of luxury has changed: from something based upon materialism and conspicuous and hedonic consumption to one that embraces enrichment and experiences for the consumers. This evolution creates challenges for luxury brands and for the managers of luxury brands. Building Consumer-Brand Relationship in Luxury Brand Management is a collection of innovative research that focuses on the conception and marketing of luxury as an experience and explores more integrative and comprehensive approaches to modeling and understanding the consumer-brand relationship with luxury brands and their sustainability in a global and multicultural world. Highlighting a broad range of topics including digital marketing, consumer demand, and social responsibility, this book is ideally designed for marketers, brand managers, consumer analysts, advertisers, entrepreneurs, executives, researchers, academicians, and students.

Author : David Millán Planelles
Publisher : Routledge
Page : 227 pages
File Size : 53,8 Mb
Release : 2021-11-22
Category : Business & Economics
ISBN : 9781000472486

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Strategic Luxury Management by David Millán Planelles Pdf

Strategic Luxury Management is a case-rich and practical overview of how luxury creates value and why some firms are more successful than others. The focus of luxury study has traditionally centered on the clients’ drivers of consumption, their perception of the brand and the way to effectively engage with them. Luxury is rarely, however, discussed from a strategic perspective: how luxury managers make complex decisions relative to their competitive environment. The book provides insight into the luxury industry and how companies face market complexity across three key areas. First, the company itself, determining what defines a luxury firm. Second, the book offers a specific framework to assess creativity across management and not simply as an individual talent. Third, the book considers the competitive landscape and the principles that allow companies to compete consistently and meaningfully. Each chapter includes pedagogical features to ensure comprehension, including chapter objectives and self-study questions. With examples and case studies from international firms illustrating each chapter, Strategic Luxury Management is essential reading for postgraduate, MBA and executive education students studying luxury management, luxury brand management, luxury creativity and innovation, and strategic management, as well as reflective practitioners within the luxury industry. Online resources include chapter-by-chapter PowerPoint slides.

Author : Michel Chevalier,Michel Gutsatz
Publisher : John Wiley & Sons
Page : 213 pages
File Size : 54,6 Mb
Release : 2012-01-13
Category : Business & Economics
ISBN : 9780470830291

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Luxury Retail Management by Michel Chevalier,Michel Gutsatz Pdf

Noted experts offer invaluable insights into the glamorous world of luxury retail Luxury Retail Management is your gold-plated ticket to the glamorous world of luxury retail. Defining all the tools that are necessary to manage luxury stores, from the analysis of location and design concept, to the selection, training, and motivation of the staff, the book covers everything you need to know to enter, expand, understand, and succeed in the world of luxury retail. Reaching the luxury customer is no longer the domain of the exclusive salon—the global luxury market boom and the phenomenal growth of luxury stores now views the retail sector as key to driving brand profitability. In dealing with this rapid change, luxury brands have experienced a steep learning curve and accumulated bags of retail expertise. And while some of the luxury retail rules and models in this book are exclusive to the luxury market, many have lessons for the whole retail sector. Examines the essential aspects of luxury customer relationship management, personal sales, and the customer experience Delves into the sophisticated business models that luxury brands have developed based on a mix of directly-operated-stores and wholesale Covers the management essentials—distribution, location, design, merchandising, pricing, brand promotion, and the management agenda for success Written by respected experts Michel Chevalier and Michel Gutsatz, who lend their solid academic credentials and professional expertise to the subject, Luxury Retail Management asks and answers the questions that retail professionals need to understand in order to thrive in the luxury market.

Author : Pierre Xiao Lu
Publisher : Routledge
Page : 251 pages
File Size : 42,9 Mb
Release : 2021-11-21
Category : Business & Economics
ISBN : 9780429873966

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International Luxury Brand Strategy by Pierre Xiao Lu Pdf

This book looks at luxury brand management and strategy from theory to practice and presents new theoretical models and solutions for how to create and develop a worldwide luxury brand in the twenty-first century. The book gives an overview of how a luxury brand is created through the understanding and application of economic rules and through firms adopting new management models across multiple business dimensions. It also explains the application of theories and models and illustrates specific issues through case studies drawn from international markets such as China and France. The Chinese cases provide unique opportunities and insights into how these new luxury brands were created and how they have benefited from the international market over time. From the international brand management perspective, this book is a useful reference for anyone who wants to learn more about luxury brand management and to better understand how the international market has evolved and how products may change the rules of the game.

Author : U. Okonkwo
Publisher : Springer
Page : 481 pages
File Size : 47,5 Mb
Release : 2016-01-18
Category : Business & Economics
ISBN : 9780230590885

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Luxury Fashion Branding by U. Okonkwo Pdf

This groundbreaking fashion branding and management text brings an analytical business dimension to the marketing and corporate techniques of the luxury fashion goods industry. It will make engaging reading for anyone who wishes to learn about the captivating business of turning functional products into objects of desire.

Author : Erica Corbellini,Stefania Saviolo
Publisher : Unknown
Page : 270 pages
File Size : 40,9 Mb
Release : 2009
Category : Business & Economics
ISBN : 8845315207

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Managing Fashion and Luxury Companies by Erica Corbellini,Stefania Saviolo Pdf

Author : Michel Chevalier,Gerald Mazzalovo
Publisher : John Wiley & Sons
Page : 544 pages
File Size : 50,8 Mb
Release : 2021-02-08
Category : Business & Economics
ISBN : 9781119706281

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Luxury Brand Management in Digital and Sustainable Times by Michel Chevalier,Gerald Mazzalovo Pdf

Learn about the luxury brand industry from the inside out with this masterful and insightful resource The newly revised Fourth Edition of Luxury Brand Management in Digital and Sustainable Times delivers a timely re-examination of what constitutes the contemporary luxury brand landscape and the current trends that shape the sector. Distinguished experts and authors Michel Chevalier and Gerald Mazzalovo provide readers with a comprehensive treatment of the macro- and micro-economic aspects of management, communication, distribution, logistics, and creation in the luxury industry. Readers will learn about the growing importance of authenticity and sustainability in the management of fashion, perfume, cosmetics, spirits, hotels and hospitality, jewelry, and other luxury brands, as well as the strategic issues facing the companies featured in the book. The new edition offers: A new chapter on the "Luxury of Tomorrow," with a particular focus on authenticity and durable development A completely revised chapter on "Communication in Digital Times," which takes into account the digital dimension of brand identity and its implications on customer engagement activities and where the concept of Customer Journey is introduced as a key marketing tool A rewritten chapter on "Luxury Clients" that considers the geographical changes in luxury consumption Considerations on the emerging notion of "New Luxury" Major updates to the data and industry figures contained within the book and a new section dedicated to the hospitality industry New semiotic analytical tools developed from the authors’ contemporary brand management experiences Perfect for MA and MBA students, Luxury Brand Management also belongs on the bookshelves of marketing, branding, and advertising professionals who hope to increase their understanding of the major trends and drivers of success in this sector.

Author : Jean-Noël Kapferer,Vincent Bastien
Publisher : Unknown
Page : 344 pages
File Size : 53,6 Mb
Release : 2009
Category : Business & Economics
ISBN : IND:30000122572427

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The Luxury Strategy by Jean-Noël Kapferer,Vincent Bastien Pdf

This work analyzes the nature of true luxury brands and identifies the rules for marketing luxury products. It also explains the difference between 'premium' and 'luxury', and sets out the rules to be applied to the luxury marketing mix.

Author : G. Auguste,M. Gutsatz
Publisher : Springer
Page : 324 pages
File Size : 55,6 Mb
Release : 2013-03-28
Category : Business & Economics
ISBN : 9781137270672

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Luxury Talent Management by G. Auguste,M. Gutsatz Pdf

The first book focusing specifically on talent management, retention and leadership in the luxury industry. It explores how to lead and manage the people this industry attracts, and the major HR challenges the industry is about to face as the previous generation of luxury pioneers retire and Asia becomes a major player in the luxury world.

Author : Tsan-Ming Choi,Bin Shen
Publisher : Springer
Page : 200 pages
File Size : 55,5 Mb
Release : 2016-11-26
Category : Business & Economics
ISBN : 9789811029769

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Luxury Fashion Retail Management by Tsan-Ming Choi,Bin Shen Pdf

Using various research methodologies, such as reviews, case studies, analytical modeling and empirical studies, this book investigates luxury fashion retail management and provides relevant insights, which are beneficial to both industrialists and academics. Readers gain an understanding of luxury fashion retailing, including proper operations and strategic management, which now are the most crucial items on the luxury fashion industry’s senior management agenda.

Author : Ashok Som,Christian Blanckaert
Publisher : John Wiley & Sons
Page : 519 pages
File Size : 49,9 Mb
Release : 2021-10-26
Category : Business & Economics
ISBN : 9781119741312

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The Road to Luxury by Ashok Som,Christian Blanckaert Pdf

Discover the meaning of the latest trends in the luxury industry with this resource from leading voices in the field The thoroughly revised Second Edition of The Road to Luxury: The New Frontiers in Luxury Brand Management delivers a comprehensive overview of the foundations of, and new developments in, luxury brands. The book discusses a new wave of mergers and acquisitions, the rise of Gucci, the growth of Balenciaga, a variety of new collaborations between different companies, a growing support for sustainability, and the COVID-19 pandemic. Readers will also benefit from the inclusion of: An insightful analysis of the impact and meaning of the COVID-19 for the luxury industry, particularly for market growth in China The creation of savoir faire and business plan competitions in the luxury industry LVMH's sponsoring of Viva Technology Perfect for students in MBA programs or taking degrees or courses in Luxury Brand Management, The Road to Luxury will also earn a place in the libraries of executives and managers in the luxury business, marketing, branding, and advertising professionals and companies, and entrepreneurs interested in the workings of the luxury industry.