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Innovation and Best Practice
for Business Success

Established 1967

The Luxury Strategy

The Luxury Strategy

Break the Rules of Marketing to Build Luxury Brands

Jean-Noël Kapferer, Vincent Bastien


This ground-breaking book deconstructs the marketing of luxury goods and companies, revealing the unique and often paradoxical 'anti-laws' of successful luxury brand management.

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About the book

The Luxury Strategy, written by two world experts on luxury branding, provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. It 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, Armani, Gucci, and Ralph Lauren into profitable global brands.

By defining the differences between premium and luxury brands and products, analysing the nature of true luxury brands and turning established marketing 'rules' upside down, The Luxury Strategy has established itself as the definitive work on the essence of a luxury brand strategy.

This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It also includes a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, cementing its position as the authority on luxury strategy.

Table Of Contents

  • Section - 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 - 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 - 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


This well-written, comprehensive volume on managing luxury products is a blueprint for successfully navigating what many marketers have found to be a treacherous path. ...Abundant examples enhance the text. All components of the marketing mix are explored in terms of how they should be applied to luxury brands ...Summing Up: Highly recommended. Practitioners, students at all levels, general readers, and researchers.

Praise for the previous edition:

Actionable information and advice. If you market luxury products, or want to, The Luxury Strategy should be on your bookshelf.
Roger Dooley, Neurosciencemarketing.com

Highly recommended for any basic business collection.
Midwest Book Review

A very intriguing book that can generate passionate discussions...an original and competent point of view on luxury marketing.

Book Details

  • EAN: 9780749464912
  • Edition: 2
  • Published: 3rd September 2012
  • Hardback
  • Dimensions: 234x156
  • 408 pages

About the Author

Jean-Noël Kapferer is a worldwide thought leader and expert on brand management. A Professor of marketing strategy at HEC Graduate School of Management in France and is also a corporate branding consultant. His other popular titles include Kapferer on Luxury and The New Strategic Brand Management.

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 prestigious luxury brands. He is now Affiliate Professor at HEC Paris, teaching Strategy in Luxury.

Jean-Noël Kapferer

Vincent Bastien