Kapferer on Luxury: How Luxury Brands Can Grow Yet Remain Rare - Hardcover

Kapferer, Jean-Noël

Hardcover

ISBN 10: 0749479124 ISBN 13: 9780749479121

Publisher: Kogan Page, 2016

Synopsis

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.

About this title

Review:

"Kapferer strikes a powerful balance between marketing theory and the real world making it an accessible read....Kapferer is the authority on luxury branding. His work spans decades and he's partnered with an enviable number of researchers and authors." (John King, Head of Marketing at Asons Solicitors, for the Legal Support Network 2015-05-08)

"getAbstract recommends his insights to students of economic trends as well as luxury brand investors, managers, marketers and sellers." (getAbstract, Inc.)

Book Description:

Addresses the need to demonstrate growth in the face of the many unique challenges to the luxury sector

Offers expert strategies that help sustain luxury growth at higher volumes without risking dilution

Includes recent and authoritative international research into the basis of the luxury dream and a fresh approach to the specific obstacles to perceived exclusivity posed by the Internet

About this edition

• Publisher: Kogan Page
• Publication date: 2016
• ISBN 10: 0749479124
• ISBN 13: 9780749479121
• Binding: Hardcover
• Number of pages: 240