Managing Luxury Brands
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Luxury Brand Management
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Author : Michel Chevalier
language : en
Publisher: John Wiley & Sons
Release Date : 2012-05-18
Luxury Brand Management written by Michel Chevalier and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-05-18 with Business & Economics categories.
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.
Managing Luxury Brands
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Author : Eleonora Cattaneo
language : en
Publisher: Kogan Page Publishers
Release Date : 2023-03-03
Managing Luxury Brands written by Eleonora Cattaneo and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-03-03 with Business & Economics categories.
Learn what makes a luxury brand, how to successfully market them in a changing global context and what opportunities sustainable luxury and the latest technological developments present. Managing Luxury Brands offers comprehensive coverage of key and cutting-edge topics in luxury brand management. Examining the socio-cultural contexts of luxury and the ways in which prestige brands create meaning, it presents a framework for understanding, analysing and developing a modern luxury brand. Unlike many other texts, it also explores the environmental and social impact of luxury, sustainable luxury and the opportunities of new technological innovations including the metaverse, artificial intelligence and non-fungible tokens (NFTs). With case studies and examples from a range of brands including Ferrari, Balenciaga and Shang Xia, Managing Luxury Brands brings together insights from leading academics in the field from across the globe who draw on extensive consulting and industry experience. Supported by a range of features which include learning objectives, discussion questions and chapter summaries, accompanying online resources consist of lecture slides for each chapter. This textbook is an invaluable resource for any student studying luxury brand management.
Brand Management And Marketing Of Luxury Goods
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Author : Lucie Scholz
language : en
Publisher: Anchor Academic Publishing (aap_verlag)
Release Date : 2014-02-01
Brand Management And Marketing Of Luxury Goods written by Lucie Scholz and has been published by Anchor Academic Publishing (aap_verlag) this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-02-01 with Business & Economics categories.
The marketing of luxury brands is a highly complex and difficult task and differs strongly from the management of ordinary brands. At the heart of the difficulty lies a paradox: To increase sales and at the same time to preserve exclusivity. A luxury brand has to be anchored in the heads of as many people as possible and be desired but it must remain inaccessible to most of them. The more a luxury brand or good gets actually purchased, the more it loses ist aura of exclusivity, ist attractiveness and ist 'dream value'.The purpose of this book is to analyze the specificities of the management and marketing of luxury brands in comparison to ordinary brands. The analysis will mainly focus on the four elements of the marketing mix, namely product, place, price and promotion. A detailed analysis of the four elements will disclose the particularities of luxury brands and present the requirements of successful luxury brand management which is able to overcome the difficulties resulting from the mentioned paradox.
Luxury Retail Management
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Author : Michel Chevalier
language : en
Publisher: John Wiley & Sons
Release Date : 2012-01-13
Luxury Retail Management written by Michel Chevalier and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-01-13 with Business & Economics categories.
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.
The Luxury Strategy
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Author : Jean-Noël Kapferer
language : en
Publisher:
Release Date : 2009
The Luxury Strategy written by Jean-Noël Kapferer and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with Business & Economics categories.
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.
Managing Fashion And Luxury Companies
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Author : Stefania Saviolo
language : it
Publisher: Etas
Release Date : 2014-10-15
Managing Fashion And Luxury Companies written by Stefania Saviolo and has been published by Etas this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-10-15 with Business & Economics categories.
The system of fashion and luxury goods found fertile ground in the Italian and international spheres from the late 1970s to the 1980s. Today, however, these favourable conditions no longer exist. First, fashion and luxury are not one single concept anymore. Instead, companies have to manage a variety of fashions and luxuries, given to the ever-expanding yet simultaneously greater segmentation of markets. A new world requires a fresh, more sophisticated way of approaching these industries. Strategies once based on a single product and a single brand for a single consumer today must be able to segment their offering through a differentiated value proposition for different segments on diverse markets in terms of product, retail, communication, and service. From this perspective, the book intends to serve as a handbook for managing key business processes at fashion and luxury companies in a context undergoing a radical evolution; providing substantiation through a variety of real-life examples stemming from 15 years of experiences of the authors. The book also adopts a European perspective, considering the case of medium sized firms, managed by an entrepreneur or a family, willing to improve their management skills.
Luxury Retail And Digital Management
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Author : Michel Chevalier
language : en
Publisher: John Wiley & Sons
Release Date : 2020-03-17
Luxury Retail And Digital Management written by Michel Chevalier and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-03-17 with Business & Economics categories.
Develop a winning customer experience in the digital world Luxury consumers are changing – they come from all over the world, they are young and they are digital natives. How can luxury brands that have built themselves as pure physical players adapt their business model and practices to address their expectations without abandoning their luxury DNA? Luxury Retail and Digital Management, 2nd Edition sets focus on the major retailing challenges and customer evolutions luxury brands are facing today: the digitalisation and the emergence of the millennials and Chinese luxury consumers. These major changes have been affecting the distribution and communication channels of luxury brands; they now have to think simultaneously physical stores and e-commerce, global marketing and digital marketing. • Defines all the tools that are necessary to manage luxury stores including analysis of location and design concept • Explores the selection, training and motivation of the staff • Covers everything executives, managers and retail staff need to know in order to enter, expand, understand and succeed in the world of luxury retail Written by luxury retail experts Michel Chevalier and Michel Gutsatz, who lend their solid academic credentials and professional expertise to the subject, Luxury Retail and Digital Management, 2nd Edition provides deep insight into the main challenges that luxury brands are facing in this digital age.
Luxury Talent Management
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Author : G. Auguste
language : en
Publisher: Springer
Release Date : 2013-03-28
Luxury Talent Management written by G. Auguste and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-03-28 with Business & Economics categories.
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.
Advances In Luxury Brand Management
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Author : Jean-Noël Kapferer
language : en
Publisher: Springer
Release Date : 2017-09-21
Advances In Luxury Brand Management written by Jean-Noël Kapferer and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-09-21 with Business & Economics categories.
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.
The Management Of Luxury
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Author : Benjamin Berghaus
language : en
Publisher: Kogan Page Publishers
Release Date : 2014-09-03
The Management Of Luxury written by Benjamin Berghaus and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-09-03 with Business & Economics categories.
In The Management of Luxury, 50 contributors from 11 countries and 23 top academic institutions working at the forefront of luxury management research provide experienced luxury managers and luxury researchers with insightful marketing and management perspectives on the luxury market. The Management of Luxury is a book for those who marvel at the industry unlike any other; those who consider managing in it as a constant balance between trusting the conventional and trying the innovative to enable the extraordinary. Including case studies on iconic brands such as Burberry, Louis Vuitton, and Leica, The Management of Luxury equips readers with innovative insights and perspectives to better understand the nature of the luxury industry so they can more effectively manage businesses in the luxury market.