International best seller, The Luxury Strategy: Break the rules of marketing to build luxury brands, written by two of the world's leading voices on luxury, Jean-Noel Kapferer and Vincent Bastien, has now cemented its position as the global authority and reference book on luxury business. This book is ideal for senior executives in the luxury markets, entrepreneurs wishing to create a luxury brand, and students studying luxury brands in depth. The Luxury Strategy defines the differences between premium and luxury products, between a luxury and a fashion strategy, and why one needs to turn established marketing rules upside down to build luxury brands. It provides a rigorous guide for true and long-lasting success in the field of luxury. This essential guide rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Prada, Hermes into profitable global brands. It unveils the narrow path to keep growing while remaining exclusive. This revised edition builds upon the content that has made this book a staple of the industry. It includes a new preface by the authors and an updating of key cases. The book concludes with a new chapter that delves into the consequences of the luxification of society, the impact of Artificial Intelligence on the sector as well as other new technologies and explores the need for the luxury industry to serve as exemplars of best practice.

Autorentext

Jean-Noël Kapferer is an internationally recognized thought leader on brands and brand management. An Emeritus professor at HEC Paris, he has been a consultant to many European, Asian and American corporations. He is the author of international bestseller New Strategic Brand Management, and Kapferer on Luxury (published by Kogan Page).

Vincent Bastien was 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 and was previously Affiliate Professor at HEC Paris, teaching Strategy in Luxury.

Inhalt

• Chapter - 00: Introduction;Section - PART ONE: Back to luxury fundamentals;

• Chapter - 01: In the beginning there was luxury;

• Chapter - 02: The end of a confusion: premium is not luxury;

• Chapter - 03: Anti-laws of marketing;

• Chapter - 04: Facets of luxury today;Section - PART TWO: Luxury brands need specific management;

• Chapter - 05: Customer attitudes vis-à-vis luxury;

• Chapter - 06: Developing brand equity;

• Chapter - 07: Luxury brand stretching;

• Chapter - 08: Qualifying a product or service as luxury;

• Chapter - 09: Pricing luxury;

• Chapter - 10: Distribution and the internet dilemma;

• Chapter - 11: Communicating luxury;

• Chapter - 12: Financial and HR management of a luxury company;Section - PART THREE: Strategic perspectives;

• Chapter - 13: Luxury business models;

• Chapter - 14: Entering luxury and leaving it;

• Chapter - 15: Learning from luxury;

• Chapter - 16: Luxury and sustainable development: convergences and divergences;

• Chapter - 17: Conclusion;

• Chapter - 18: References;