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

Kapferer, Jean-Noël; Bastien, Vincent

Hardcover

ISBN 10: 0749454776 ISBN 13: 9780749454777

Publisher: Kogan Page, 2008

Synopsis

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 Strategy is 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 Strategy rationalizes 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 Strategy explains 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'.

About this title

About the Authors

Jean-Noel Kapferer is an internationally recognized thought leader on brands and brand management. An Emeritus 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 New Strategic Brand Management, The Luxury Strategy and Kapferer on Luxury, all 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 was also Affiliate Professor at HEC Paris, where he taught Strategy in Luxury.

Excerpt. © Reprinted by permission. All rights reserved.

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

Edition details

• Publisher: Kogan Page
• Publication date: 2008
• Language: English
• ISBN 10: 0749454776
• ISBN 13: 9780749454777
• Binding: Hardcover
• Edition number: 1
• Number of pages: 336