The Kapferer on Luxury "How Luxury Brands Can Grow Yet Remain Rare"

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Kapferer, Jean Noel

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ISBN:9780749474362
Editorial: Kogan Page
Fecha de la edición:2015
Encuadernación:
Nº Pág.:240
Idiomas:Ingles,Inglés

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Kapferer on Luxury 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-Noel Kapferer, a world-renowned luxury analyst and co-author of the reference book The Luxury Strategy. 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, facing the demand of the Chinese clients, the importance of non-delocalization, 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.

Section - Part 1:: HOW LUXURY IS CHANGING; Chapter - 1 -: Sustaining the luxury dream: challenges and insights; Chapter - 2 -: Abundant rarity: the key to luxury growth; Chapter - 3 -: The art-ification of luxury from artisans to artists; Section - Part 2:: SPECIFIC ISSUES AND CHALLENGES; Chapter - 4 -: Luxury after the crisis: pro logo or no logo?; Chapter - 5 -: Why luxury should not delocalize: a critique of a growing tendency; Chapter - 6 -: Internet and luxury: under-adopted or ill-adapted; Chapter - 7 -: Does luxury have a minimum price?: an exploratory study into consumers' psychology of luxury prices; Chapter - 8 -: All that glitters is not green: the challenge of sustainable luxury; Section - Part3:: THE BUSINESS SIDE OF LUXURY BRANDS' GROWTH; Chapter - 9 -: Not all luxuries act alike: the distinct business models of luxury brands; Chapter - 10 -: The LMVH-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;