The Luxury Strategy

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The Luxury Strategy

Jean-Noël Kapferer,Vincent Bastien
The Luxury Strategy Book PDF

Author : Jean-Noël Kapferer,Vincent Bastien
Publisher : Kogan Page Publishers
Page : 408 pages
File Size : 49,6 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.

Kapferer on Luxury

Jean-Noël Kapferer
Kapferer on Luxury Book PDF

Author : Jean-Noël Kapferer
Publisher : Kogan Page Publishers
Page : 240 pages
File Size : 42,8 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.

Luxury Strategy in Action

J. Hoffmann,I. Coste-Manière
Luxury Strategy in Action Book PDF

Author : J. Hoffmann,I. Coste-Manière
Publisher : Springer
Page : 205 pages
File Size : 40,8 Mb
Release : 2016-01-05
Category : Business & Economics
ISBN : 9780230361546

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Luxury Strategy in Action by J. Hoffmann,I. Coste-Manière Pdf

Written by experts in Luxury and Fashion Management at SKEMA Business School this exciting new book offers a new perspective that challenges the established rules of the luxury and fashion industry. The authors and contributors examine the evolution of luxury strategy and how the luxury industry is being redefined in the twenty-first century.

International Luxury Brand Strategy

Pierre Xiao Lu
International Luxury Brand Strategy Book PDF

Author : Pierre Xiao Lu
Publisher : Routledge
Page : 251 pages
File Size : 43,9 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.

Selling Luxury

Robin Lent,Genevieve Tour
Selling Luxury Book PDF

Author : Robin Lent,Genevieve Tour
Publisher : John Wiley & Sons
Page : 180 pages
File Size : 49,5 Mb
Release : 2009-05-27
Category : Business & Economics
ISBN : 9780470498378

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Selling Luxury by Robin Lent,Genevieve Tour Pdf

Selling high-end luxury creations requires a different set of skills than does traditional selling. Clients have high expectations for the service they receive and base their purchasing decisions more on emotion and desire than practical need. Whether you are selling diamond bracelets or sports cars, the key to concluding the sale lies in how well you sell rather than what you sell. In Selling Luxury, Robin Lent and Geneviève Tour explore every component of luxury sales and offer proven, practical strategies for connecting with customers. Rather than sales associates, the luxury market calls for “Sales Ambassadors” who represent the brand with distinction. Sales Ambassadors understand how to connect with customers by discovering their unique motivational desires. This requires a multitude of specialized skills: passion, perseverance, empathy, daring, and curiosity. Through personalized service each and every time, Sales Ambassadors are able to build trust, brand loyalty, and lasting customer relationships. If you want to succeed in the luxury sales universe, Selling Luxury is for you. You’ll pick up the skills and approaches that work everyday in a multitude of situations. You’ll learn how to: Connect emotionally with customers Exceed your customers’ expectations Turn every customer contact into a brand experience Personalize your customer service Learn about customers through observing and discovery Create the desire to purchase Deal positively with customer objections Build a relationship of trust and brand loyalty The universe of luxury is no place for traditional hard-sell tactics. Instead, you have to subtly adapt to your customer in a deeper way. Doing so takes a truly personal touch. Selling Luxury shows you how to develop these skills and make them a key part of your own unique selling style.

Advances in Luxury Brand Management

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

Author : Jean-Noël Kapferer,Joachim Kernstock,Tim Oliver Brexendorf,Shaun M. Powell
Publisher : Springer
Page : 256 pages
File Size : 52,8 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.

Meta-Luxury

M. Ricca,R. Robins
Meta Luxury Book PDF

Author : M. Ricca,R. Robins
Publisher : Springer
Page : 174 pages
File Size : 53,5 Mb
Release : 2012-04-26
Category : Business & Economics
ISBN : 9781137005663

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Meta-Luxury by M. Ricca,R. Robins Pdf

Meta-Luxury sets out to define the ultimate meaning of true luxury, exploring it as both a culture and business model. Through the concept of Unique Achievement and the drivers of Craftsmanship, Focus, History and Rarity, the authors examine what is at the heart of true luxury through a unique series of conversations.

The Road to Luxury

Ashok Som,Christian Blanckaert
The Road to Luxury Book PDF

Author : Ashok Som,Christian Blanckaert
Publisher : John Wiley & Sons
Page : 432 pages
File Size : 54,8 Mb
Release : 2015-01-28
Category : Business & Economics
ISBN : 9780470830055

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The Road to Luxury by Ashok Som,Christian Blanckaert Pdf

A thorough, comprehensive guide to the luxury goods industry for executives, entrepreneurs, and students interested to know about the luxury business As key new luxury markets like Asia, Latin America and Africa continue to expand, The Road to Luxury: The Evolution, Markets and Strategies of Luxury Brand Management gives professionals interested in the industry a holistic understanding of luxury market dynamics around the world using stories, experiences, relevant data and statistics on current market trends. For investors, the book offers valuable insight on where the industry is headed. For industry insiders and executives, it presents valuable data with which to craft successful business strategies. The definitive insider's guide to the luxury sector by leading figures in the field Includes rigorous academic data, including information on the business attractiveness and appropriateness of various country markets Examines strategies and success factors of key players, and insight into the systems and operations, retail, distribution and e-commerce, emerging markets and emerging brands, as well as management styles For professionals in the luxury industry, as well as those studying it or investing in it, The Road to Luxury presents a complete and information-packed resource covering virtually every aspect of this growing sector.

Luxury Fashion Branding

U. Okonkwo
Luxury Fashion Branding Book PDF

Author : U. Okonkwo
Publisher : Springer
Page : 481 pages
File Size : 53,9 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.

Luxury Brand Management

Michel Chevalier,Gerald Mazzalovo
Luxury Brand Management Book PDF

Author : Michel Chevalier,Gerald Mazzalovo
Publisher : John Wiley & Sons
Page : 249 pages
File Size : 48,5 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.

The Management of Luxury

Benjamin Berghaus,Günter Müller-Stewens,Sven Reinecke
The Management of Luxury Book PDF

Author : Benjamin Berghaus,Günter Müller-Stewens,Sven Reinecke
Publisher : Kogan Page Publishers
Page : 497 pages
File Size : 44,9 Mb
Release : 2018-06-03
Category : Business & Economics
ISBN : 9780749481810

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The Management of Luxury by Benjamin Berghaus,Günter Müller-Stewens,Sven Reinecke Pdf

Examine luxury branding on a global scale, with more than fifty cutting edge contributions from the foremost thought leaders in luxury management and marketing. The Management of Luxury, second edition, presents a unique snapshot of best practice insights into the increasing challenges faced in luxury business, with contributions shared by more than fifty global leaders on luxury management. The highly renowned editors draw these together into one essential handbook, ranging from luxury brand strategy, luxury consumer behaviour and market positioning, through to management succession, heritage, counterfeiting and competing effectively as a luxury SME. Fully updated in its second edition, The Management of Luxury explores the newly evolving direction of Asian market trends and how to integrate digitalization into sales and product strategies. Both are crucial for competitive advantage in the luxury market, featured alongside iconic case studies such as Burberry, Louis Vuitton and Leica. The book's value is not only in streamlining management processes and return on investment; but equally for those who marvel at an industry unlike any other, striving to trust both in the conventional and innovate new paths towards the extraordinary. Highly influential, applicable and enlightening, it is a vital addition to every luxury business manager's collection.

Future Luxe

Erwan Rambourg
Future Luxe Book PDF

Author : Erwan Rambourg
Publisher : Figure 1 Publishing
Page : 327 pages
File Size : 50,7 Mb
Release : 2020-09-22
Category : Business & Economics
ISBN : 9781773271279

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Future Luxe by Erwan Rambourg Pdf

In Future Luxe: What’s Ahead for the Business of Luxury, Erwan Rambourg identifies the major forces and emerging trends that are set to reshape luxury over the next decade. The expansion of Chinese consumption and the boost in women’s spending power around the world will fuel continued growth in the industry—but even more importantly, fundamental changes are on the horizon. The younger generation is entering the luxury market, bringing new values and demands that will redefine the very meaning of luxury. The sector should expand in the realms of travel, health, leisure, even cannabis. For brands to resonate with these younger consumers they will have to develop substance beyond a high-quality product or a desirable logo. Greenwashing won’t cut it—brands will need to take seriously issues like diversity, sustainability, and ethical production. To ensure his portrait of the industry has the depth and nuance of real-world experience, Rambourg interviews several CEOs from the largest groups and brands, including Kering, Cartier, Puma, and Moncler, in addition to drawing on his own observations from over two decades in luxury. Future Luxe is engaging, wise, and deeply informed, a vital read for those new to the industry as well as veterans planning for continued success.

Strategic Luxury Management

David Millán Planelles
Strategic Luxury Management Book PDF

Author : David Millán Planelles
Publisher : Routledge
Page : 227 pages
File Size : 52,9 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.

Rethinking Luxury Fashion

Thomaï Serdari
Rethinking Luxury Fashion Book PDF

Author : Thomaï Serdari
Publisher : Springer Nature
Page : 191 pages
File Size : 46,7 Mb
Release : 2020-09-01
Category : Business & Economics
ISBN : 9783030453015

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Rethinking Luxury Fashion by Thomaï Serdari Pdf

Using the field of material culture as its methodological departure point, this Palgrave Pivot explains the strategic advantages that brands can set in place when their executives are fully in command of how to move from strategy to tactics. Specifically, it studies the brands, their products and signature experiences as well as their relationship with the consumer in an attempt to define the greater powers that have pushed fashion labels in and out of fashion. It focuses on case analysis of specific luxury fashion brands and attempts to link those to the greater context of material culture while also elaborating on theoretical discussions. Bridging theory and practice, this book explores the relationship between creative strategy and cultural intelligence.

Resilience of Luxury Companies in Times of Change

Gabriella Lojacono,Laura Ru Yun Pan
Resilience of Luxury Companies in Times of Change Book PDF

Author : Gabriella Lojacono,Laura Ru Yun Pan
Publisher : Walter de Gruyter GmbH & Co KG
Page : 336 pages
File Size : 50,6 Mb
Release : 2021-08-23
Category : Business & Economics
ISBN : 9783110723519

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Resilience of Luxury Companies in Times of Change by Gabriella Lojacono,Laura Ru Yun Pan Pdf

Resilience of Luxury Companies in Times of Change is a book for executives and Masters' level students taking courses in luxury management. It offers an insight into the current and emergent business models and strategies luxury companies apply to remain resilient in times of change. It explores a variety of business models answering the following key questions: What is each brand’s value proposition used to attract a consumer’s willingness to pay? What is each brand’s target audience? How do brands navigate and expand their markets? And how do luxury companies organize their resources to design and develop products and services to continually sell to their customers? The answers to these questions provide the foundation of a luxury company’s business strategy and, as a result, its brand architecture. The authors also explore the patterns that have emerged in the ownership, management and the manufacturing in luxury goods companies, where dominance is usually found in certain countries. This book focuses on six key industries in the luxury product sector: fashion, automotive, hospitality, furniture, cosmetics and jewellery. It provides an international perspective with examples drawn from Europe, USA, the Middle East, China and Japan. Through these examples and cases, the authors analyze how luxury companies are facing the challenges posed by external shocks and an extensive need for digitalization. Using concepts and theories from macroeconomics (such as globalisation) and corporate and business strategy, the book aims to connect the dots between theory and practice. Resilience of Luxury Companies in Times of Change provides perspectives of the past, present and future – how luxury companies have evolved over time and managed to stay resilient despite the challenges they have faced through the different eras.