The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands

Synopsis Luxury Is In Fashion And Is Now To Be Found In Almost Every Retail, Manufacturing And Service Sector. New Terms Like Mass-luxury, New Luxury And Hyper Luxury Attempt To Qualify Luxury, Causing Confusion Today About What Really Makes A Luxury Product, A Luxury Brand Or A Luxury Company. Luxury Experts Jean-noel Kapferer And Vincent Bastien Provide The First Rigorous Blueprint For Effectively Managing Luxury Brands And Companies At The Highest Level. The New Edition Of The Luxury Strategy Includes More Information About Digital Strategy, Globalization, Sustainable Development And Why Luxury Brands Are Resilient To Recessions. It Analyzes In Depth The Essence Of Luxury, Highlights Its Managerial Implications And Rationalizes The Highly Original Methods - Often Very Far From The Usual Marketing Strategies - Used To Transform Small Family Businesses Such As Ferrari, Bmw, Louis Vuitton, Cartier, Chanel, Armani Or Ralph Lauren Into Worldwide Successes. The Luxury Strategy Rationalizes Those Business Models Which Have Achieved Profitability, While Sustaining The Luxury Status Of Their Brands, And Sets Out The Counter-intuitive Rules For Successfully Marketing Luxury Goods And Services. Introduction -- Back To Luxury Fundamentals -- In The Beginning There Was Luxury -- The End Of A Confusion : Premium Is Not Luxury -- Anti-laws Of Marketing -- Facets Of Luxury Today -- Luxury Brands Need Specific Management -- Customer Attitudes Vis-à-vis Luxury -- Developing Brand Equity -- Luxury Brand Stretching -- Qualifying A Product Or Service As Luxury -- Pricing Luxury -- Distribution And The Internet Dilemma -- Communicating Luxury -- Financial And Hr Management Of A Luxury Company -- Strategic Perspectives -- Luxury Business Models -- Entering Luxury And Leaving It -- Learning From Luxury -- Luxury And Sustainable Development: Convergences And Divergences. Jean-noël Kapferer And Vincent Bastien. Includes Bibliographical References (pages 377-381) And Index.

The Luxury Strategy has established itself as the definitive work that sets the record straight on the essence of a Luxury strategy. It puts an end to the prevailing conceptual and managerial confusion, and explains the fundamental differences between "premium", "fashion" and "luxury" strategies. Based on an analysis of the social functions of luxury, worldwide best practices (beyond the traditional sectors of luxury) and first-hand direct experience, it sets out the constraining and often paradoxical rules for success, such as turning marketing rules upside down.

The second, completely revised and updated edition of this classic text explores the diversity of meanings of "luxury" across different markets as well as the impact of social networks and digital developments on the luxury strategy. Written by two world experts on the subject, it provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level, including human resources and financial management.

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. The Luxury Strategy will help you to gain a thorough understanding of the unique rules for successful luxury brand management. But more than this, it describes how any organization, from any sector, can learn from luxury and differentiate itself in the long term, even in the business-to-business environment.
À propos de l'auteur
Jean-Noël Kapferer is a worldwide thought leader and expert on brand management. His latest best-selling book The New Strategic Brand Management (also published by Kogan Page) is the key reference work for top level international MBAs. Professor at HEC Paris, the luxury research centre in Europe, he holds the Pernod-Ricard Chair on Prestige and Luxury Management. Also a consultant, he is a member of the board of major brands, and regularly gives executive seminars on Luxury in the United States, China, Japan, Korea and India.

He holds a PhD from Northwestern University (United States). Vincent Bastien is one of the most experienced senior managers in the luxury business. For over 25 years, he has been CEO or MD of international companies, both in luxury, including six years as MD of Louis Vuitton Malletier and three years as MD of the beauty division of Sanofi group (including Yves Saint Laurent, Nina Ricci, Yves Rocher, and Parfums Oscar de la Renta, Van Cleef & Arpels and Fendi) - and in business-to-business industries glass, printing).

Over the last 20 years, he also managed his own company in ready-to-wear clothing. He is now Affiliate Professor at HEC Paris, where he teaches Strategy in Luxury.