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

The The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
By Jean-Noel Kapferer, Vincent Bastien

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Product Description

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. But if everything is luxury then surely the term itself has no meaning! There is confusion today about what really makes a luxury product, a luxury brand or a luxury company.

The Luxury Strategy analyses 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 clarifies the difference between "premium," "fashion," and "luxury," and sets out the counter-intuitive rules for successfully marketing luxury goods and services.

Luxury experts Jean-Noel Kapferer and Vincent Bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level, including human resources and financial management.

Finally, The Luxury Strategy unveils how in any market, including B to B, a company can learn from luxury strategies to differentiate itself profitably.

Product Details

  • Amazon Sales Rank: #40067 in Books
  • Published on: 2009-02-28
  • Original language: English
  • Number of items: 1
  • Binding: Hardcover
  • 384 pages

Features

Editorial Reviews

About the Author

Jean-Nol Kapferer is an expert on brand management. His book "The New Strategic Brand Management" (also published by Kogan Page) is a key reference work for MBA programs worldwide. He holds the Pernod-Ricard Chair on Prestige and Luxury Management at HEC Paris. Also a consultant, he is a member of the board of a major luxury brand, and he frequently gives executive seminars on luxury in China, the US, Japan, Korea and India.


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 respected luxury brands. He is now Affiliate Professor at HEC Paris, where he teaches Strategy in Luxury.

Customer Reviews

A title highly recommended for any basic business collection5
THE LUXURY STRATEGY: BREAK THE RULES OF MARKETING TO BUILD LUXURY BRANDS discusses the luxury market and how to break in, and comes from two industry insiders who analyze what makes a luxury brand and how to employ strategies to make the most of pricing, distribution and more. Models for profitable luxury businesses compliment tips on learning from luxury experiences in a title highly recommended for any basic business collection.

Specific Recommendations & Excellent Analyses5
Highly recommended! This one actually prompted me to get out the notebook and post-it flags. I find myself constantly referring back to this book, especially to the many helpful exercises on building brand identity and positioning.

I'm especially pleased that the authors spend some time differentiating between premium and luxury brands, which is overlooked in nearly every other luxury industry book.

Excellent reference for the luxury universe5
The luxury universe needed this book. It offers a compelling and appropriate clarification of the boundaries that divide luxury from premium. It is a reference book even for those involved in non-luxury markets as it provides a useful perspective and source of inspiration.
David Krzypow
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