The Luxury Strategy: Break the... | Buy

Summary

Luxury is in fashion and is now to be found within almost every retail, manufacturing and service sector. New terms qualifying luxury regularly appear such as 'premium', 'ultra-premium' and 'hyperluxe'. Today, luxury is everywhere - but if everything is 'luxury' then surely the term itself has no meaning? What really is a luxury product, a luxury brand or a luxury company?The Luxury Strategyis a definitive new work that sets the record straight. Luxury is as old as humanity and it is only by a thorough understanding of the genuine concept, that it is possible to define a rigorous set of rules for the effective management of luxury brands and products. The Luxury Strategyrationalizes the management of this new business concept based on the highly original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Bulgari, Gucci and Prada, into global brands.The Luxury Strategyexplains the difference between 'premium' and 'luxury', and sets out the rules to be applied to the luxury marketing mix (the opposite of those for classic marketing). It describes how to implement a luxury strategy within a company and delivers clear principles for becoming - and remaining - 'luxury'.

Author Biography

Jean-Noël Kapferer is an expert on brand management. His book The New Strategic Brand Management is a key reference work for MBA programs worldwide. He holds the Pernod-Ricard Chair on Prestige and Luxury Management at HEC Paris. Also a consultant, he is a member of the board of a major luxury brand, and he frequently gives executive seminars on luxury in China, the US, Japan, Korea and India. Vincent Bastien is one of the most experienced senior managers in the luxury business. Formerly MD of Louis Vuitton Malletier and CEO of Yves Saint Laurent Parfums, he has held senior posts at some of the world's most respected luxury brands. He is now Affiliate Professor at HEC Paris, where he teaches Strategy in Luxury.

To be or not to be luxury	p. 1
In the beginning there was luxury	p. 5
The end of a confusion : premium is not luxury	p. 38
Anti-laws of marketing	p. 61
Facets of luxury today	p. 76
Customer attitudes vis-a-vis luxury	p. 103
Developing brand equity	p. 116
Luxury brand stretching	p. 137
Qualifying a product as luxury	p. 158
Pricing luxury	p. 177
Distribution and the Internet dilemma	p. 193
Communicating luxury	p. 210
Financial and HR management of a luxury company	p. 225
Luxury business models	p. 241
Entering luxury and leaving it	p. 265
Learning from luxury	p. 282
Conclusion : luxury and sustainable development	p. 297
Bibliography	p. 300
Index	p. 305
Table of Contents provided by Blackwell. All Rights Reserved.

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Excerpts

Introduction: To be or not to be luxury PART 1: Back to luxury fundamentals 1. In the beginning there was luxury 2. The end of a confusion: premium is not luxury 3. Anti-laws of marketing 4. Facets of luxury today PART 2: Luxury brands need specific management 5. Customer attitudes vis-à-vis luxury 7. Luxury brand stretching 8. Qualifying a product as luxury 9. Pricing luxury 10. Distribution and the internet dilemma 11. Luxury communications 12. Financial and HR management of a luxury company PART 3: Strategic perspectives 13. Luxury business models 14. Entering luxury and leaving it 15. Learning from luxury 16. Conclusion: Luxury and sustainable development