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

Jean-Noël Kapferer; Vincent Bastien

Hardcover

ISBN 10: 0749454776 ISBN 13: 9780749454777

Publisher: Kogan Page, 2008

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'.

Product Description:

Rationalizes the management of 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. This title explains the difference between 'premium' and 'luxury'.

Review:

"[A]ctionable information and advice. If you market luxury products, or want to, The Luxury Strategy should be on your bookshelf." -- Roger Dooley, Neurosciencemarketing.com "[A]ctionable information and advice. If you market luxury products, or want to, "The Luxury Strategy" should be on your bookshelf." -- Roger Dooley, Neurosciencemarketing.com "[H]ighly recommended for any basic business collection" - "Midwest Book Review"