The Luxury Strategy

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.

Autorentext

Jean-Noël Kapferer is an internationally recognized thought leader on brands and brand management. A professor at HEC Paris, he holds a PhD from Northwestern University (USA) and is an active consultant to many European, Asian and American corporations. He is the author of 12 books, including the international bestseller New Strategic Brand Management, and Reinventing the Brand (published by Kogan Page).

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 prestigious luxury brands. He is now Affiliate Professor at HEC Paris, teaching Strategy in Luxury.

Inhalt

Section - ONE: Back to luxury fundamentals;

• Chapter - 01: In the beginning there was luxury;
• Chapter - 02: The end of a confusion: premium is not luxury;
• Chapter - 03: Anti-laws of marketing;

• Chapter - 04: Facets of luxury today;Section - TWO: Luxury brands need specific management;

• Chapter - 05: Customer attitudes vis-à-vis luxury;
• Chapter - 06: Developing brand equity;
• Chapter - 07: Luxury brand stretching;
• Chapter - 08: Qualifying a product or service as luxury;
• Chapter - 09: Pricing luxury;
• Chapter - 10: Distribution and the internet dilemma;
• Chapter - 11: Communicating luxury;

• Chapter - 12: Financial and HR management of a luxury company;Section - THREE: Strategic perspectives;

• Chapter - 13: Luxury business models;
• Chapter - 14: Entering luxury and leaving it;
• Chapter - 15: Learning from luxury;
• Chapter - 16: Luxury and sustainable development: convergences and divergences