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Full Description
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.
Contents
Chapter - 00: Introduction: Growth issues for luxury;
Section - ONE: How luxury is changing;
Chapter - 01: Sustaining the luxury dream: challenges and insights;
Chapter - 02: Abundant rarity: the key to luxury growth;
Chapter - 03: The artification of luxury: from artisans to artists;
Section - TWO: Specific issues and challenges;
Chapter - 04: Luxury after the crisis: pro logo or no logo?;
Chapter - 05: Why luxury should not delocalize: a critique of a growing tendency;
Chapter - 06: Internet and luxury: under-adopted or ill-adapted?;
Chapter - 07: Does luxury have a minimum price?: an exploratory study into consumers' psychology of luxury prices;
Chapter - 08: All that glitters is not green: the challenge of sustainable luxury;
Section - THREE: The business side of luxury brands' growth;
Chapter - 09: Not all luxuries act alike: the distinct business models of luxury brands;
Chapter - 10: The LVMH-Bulgari agreement: what changes in the luxury market lead family companies to sell up?;
Chapter - 11: Developing luxury brands within luxury groups: synergies without dilution?
