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Kapferer on Luxury

How Luxury Brands Can Grow Yet Remain Rare

Get expert insight into the unique challenges faced by the luxury sector and learn how to tackle them with this authoritative guide to luxury branding.

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EAN: 9780749474362

Edition: 1

Published: 03 Mar 2015

Format: 198 x 130

240 pages

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About the book

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 the authors

Jean-Noël Kapferer is one of world's foremost thought leaders on luxury and its brands. An active researcher, HEC Paris graduate and PhD-holder from Northwestern University's Kellogg Business School (USA), Kapferer is co-author of The Luxury Strategy and The New Strategic Brand Management and has written many seminal articles. He is a sought after speaker, leading seminars on luxury all around the world at institutions such as HEC Paris, Tsing Hua University Beijing, Seoul Luxury Business Institute and LBI Shanghai. He is also advisor to the president of Inseec Business School (Paris).

Jean-Noël Kapferer

Detailed Table of Contents

- Chapter - 00: Introduction: Growth issues for luxury;
Section - ONE: How luxury is changing;
- Chapter - 01: Sustaining the luxury dream: challenges and insights;
- Chapter - 02: Abundant rarity: the key to luxury growth;
- Chapter - 03: The artification of luxury: from artisans to artists;
Section - TWO: Specific issues and challenges;
- Chapter - 04: Luxury after the crisis: pro logo or no logo?;
- Chapter - 05: Why luxury should not delocalize: a critique of a growing tendency;
- Chapter - 06: Internet and luxury: under-adopted or ill-adapted?;
- Chapter - 07: Does luxury have a minimum price?: an exploratory study into consumers’ psychology of luxury prices;
- Chapter - 08: All that glitters is not green: the challenge of sustainable luxury;
Section - THREE: The business side of luxury brands’ growth;
- Chapter - 09: Not all luxuries act alike: the distinct business models of luxury brands;
- Chapter - 10: The LVMH–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?

Reviews

John King, Head of Marketing at Asons Solicitors, for the Legal Support Network

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.

getAbstract, Inc.

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

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

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