Luxury Brand Management In Digital And Sustainable Times

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Luxury Brand Management in Digital and Sustainable Times

Author : Michel Chevalier
Publisher : John Wiley & Sons
ISBN 13 : 1119706289
Total Pages : 544 pages
Book Rating : 4.1/5 (197 download)

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Book Synopsis Luxury Brand Management in Digital and Sustainable Times by : Michel Chevalier

Download or read book Luxury Brand Management in Digital and Sustainable Times written by Michel Chevalier and published by John Wiley & Sons. This book was released on 2021-02-08 with total page 544 pages. Available in PDF, EPUB and Kindle. Book excerpt: Learn about the luxury brand industry from the inside out with this masterful and insightful resource The newly revised Fourth Edition of Luxury Brand Management in Digital and Sustainable Times delivers a timely re-examination of what constitutes the contemporary luxury brand landscape and the current trends that shape the sector. Distinguished experts and authors Michel Chevalier and Gerald Mazzalovo provide readers with a comprehensive treatment of the macro- and micro-economic aspects of management, communication, distribution, logistics, and creation in the luxury industry. Readers will learn about the growing importance of authenticity and sustainability in the management of fashion, perfume, cosmetics, spirits, hotels and hospitality, jewelry, and other luxury brands, as well as the strategic issues facing the companies featured in the book. The new edition offers: A new chapter on the "Luxury of Tomorrow," with a particular focus on authenticity and durable development A completely revised chapter on "Communication in Digital Times," which takes into account the digital dimension of brand identity and its implications on customer engagement activities and where the concept of Customer Journey is introduced as a key marketing tool A rewritten chapter on "Luxury Clients" that considers the geographical changes in luxury consumption Considerations on the emerging notion of "New Luxury" Major updates to the data and industry figures contained within the book and a new section dedicated to the hospitality industry New semiotic analytical tools developed from the authors’ contemporary brand management experiences Perfect for MA and MBA students, Luxury Brand Management also belongs on the bookshelves of marketing, branding, and advertising professionals who hope to increase their understanding of the major trends and drivers of success in this sector.

Luxury Brand Management

Author : Michel Chevalier
Publisher : John Wiley & Sons
ISBN 13 : 1118171799
Total Pages : 249 pages
Book Rating : 4.1/5 (181 download)

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Book Synopsis Luxury Brand Management by : Michel Chevalier

Download or read book Luxury Brand Management written by Michel Chevalier and published by John Wiley & Sons. This book was released on 2012-05-18 with total page 249 pages. Available in PDF, EPUB and Kindle. Book excerpt: The definitive guide to managing a luxury brand, newly revised and updated What defines a luxury brand? Traditional wisdom suggests that it's one that's selective and exclusive—to such a degree that only one brand can exist within each retail category (automobiles, fragrances, cosmetics, etc.). But this definition is inherently restrictive, failing to take into account the way in which luxury brands today are increasingly identified as such by their placement in stores and how consumers perceive them. This revised and updated edition of Luxury Brand Management, the first comprehensive book on luxury brand management, looks at the world of branding today. Written by two renowned insiders, the book builds on this new, broader definition of luxury and examines more than 450 internationally known brands from a wide range of industries. Packed with new information covering the financial crisis's impact on luxury brands, and looking towards a new period of growth, the book reconciles management, marketing, and creation with real-life examples and management tools that the authors have successfully used in their professional careers. Includes dedicated chapters focusing on each of the main functions of a luxury brand, including brand creation, the complexity of managing brand identity, the convergence of arts and brands, and much more Addresses the practical functions that can make or break bottom lines and affect brand perception, such as distribution, retailing, logistics, and licensing Focuses on brand life-cycle, brand identity, and licensing issues A compelling and comprehensive examination of the different dimensions of luxury management in various sectors, this new edition of the classic text on brand management is essential reading for anyone working with or interested in making the most of a luxury brand in the post-recession world.

The Road to Luxury

Author : Ashok Som
Publisher : John Wiley & Sons
ISBN 13 : 0470830050
Total Pages : 432 pages
Book Rating : 4.4/5 (78 download)

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Book Synopsis The Road to Luxury by : Ashok Som

Download or read book The Road to Luxury written by Ashok Som and published by John Wiley & Sons. This book was released on 2015-01-28 with total page 432 pages. Available in PDF, EPUB and Kindle. Book excerpt: A thorough, comprehensive guide to the luxury goods industry for executives, entrepreneurs, and students interested to know about the luxury business As key new luxury markets like Asia, Latin America and Africa continue to expand, The Road to Luxury: The Evolution, Markets and Strategies of Luxury Brand Management gives professionals interested in the industry a holistic understanding of luxury market dynamics around the world using stories, experiences, relevant data and statistics on current market trends. For investors, the book offers valuable insight on where the industry is headed. For industry insiders and executives, it presents valuable data with which to craft successful business strategies. The definitive insider's guide to the luxury sector by leading figures in the field Includes rigorous academic data, including information on the business attractiveness and appropriateness of various country markets Examines strategies and success factors of key players, and insight into the systems and operations, retail, distribution and e-commerce, emerging markets and emerging brands, as well as management styles For professionals in the luxury industry, as well as those studying it or investing in it, The Road to Luxury presents a complete and information-packed resource covering virtually every aspect of this growing sector.

Developing Successful Global Strategies for Marketing Luxury Brands

Author : Mosca, Fabrizio
Publisher : IGI Global
ISBN 13 : 1799858839
Total Pages : 351 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Developing Successful Global Strategies for Marketing Luxury Brands by : Mosca, Fabrizio

Download or read book Developing Successful Global Strategies for Marketing Luxury Brands written by Mosca, Fabrizio and published by IGI Global. This book was released on 2021-03-26 with total page 351 pages. Available in PDF, EPUB and Kindle. Book excerpt: In recent times, the advent of new technologies, the concerns about sustainability, and the new tastes of the youngest generations of luxury consumers have affected the traditional dynamics of the luxury goods markets. These emerging issues have caused significant changes in the marketing of luxury goods. Sustainable development is not a new practice in the luxury market but is of increasing importance. The real challenge is for luxury companies to overcome the residual corporate social responsibility perspective to embrace a real integration of environmental, ethical, and social concerns into the corporate strategy. Integrated output and sustainable processes, the introduction of non-financial reporting as operational practice, and a new orientation to circular economy practices are emerging issues that still today request for a deeper exploration both on the academic and managerial point of view. Digitalization is another relevant issue that is reshaping the business model of luxury companies. Big data, blockchain, omnichannel experience, and digital customer experience represent the main digital challenges that luxury brand companies are facing nowadays. Luxury brands must keep up with these digital demands and sustainability concerns to maintain their position in the global market. Developing Successful Global Strategies for Marketing Luxury Brands upgrades the most relevant theoretical frameworks and empirical research about the marketing of luxury goods. This book is focused on contemporary issues affecting luxury industries such as digital transformation (blockchain, big data, analytics, innovation processes), sustainable development, changes in luxury consumers’ behavior, integration between physical and online channels, and the development of social media marketing strategies. Chapters will cover areas of marketing, management, buyer behavior, and international business, creating a multidisciplinary approach for this book. This book is ideal for scholars, local government agencies and public bodies, managers, luxury business owners, along with practitioners, stakeholders, researchers, academicians, and students who are interested in emerging issues affecting the luxury market, such as sustainability and digital transformation.

Luxury Retail and Digital Management

Author : Michel Chevalier
Publisher : John Wiley & Sons
ISBN 13 : 1119542340
Total Pages : 384 pages
Book Rating : 4.1/5 (195 download)

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Book Synopsis Luxury Retail and Digital Management by : Michel Chevalier

Download or read book Luxury Retail and Digital Management written by Michel Chevalier and published by John Wiley & Sons. This book was released on 2020-03-17 with total page 384 pages. Available in PDF, EPUB and Kindle. Book excerpt: Develop a winning customer experience in the digital world Luxury consumers are changing – they come from all over the world, they are young and they are digital natives. How can luxury brands that have built themselves as pure physical players adapt their business model and practices to address their expectations without abandoning their luxury DNA? Luxury Retail and Digital Management, 2nd Edition sets focus on the major retailing challenges and customer evolutions luxury brands are facing today: the digitalisation and the emergence of the millennials and Chinese luxury consumers. These major changes have been affecting the distribution and communication channels of luxury brands; they now have to think simultaneously physical stores and e-commerce, global marketing and digital marketing. • Defines all the tools that are necessary to manage luxury stores including analysis of location and design concept • Explores the selection, training and motivation of the staff • Covers everything executives, managers and retail staff need to know in order to enter, expand, understand and succeed in the world of luxury retail Written by luxury retail experts Michel Chevalier and Michel Gutsatz, who lend their solid academic credentials and professional expertise to the subject, Luxury Retail and Digital Management, 2nd Edition provides deep insight into the main challenges that luxury brands are facing in this digital age.

Luxury Marketing, Sustainability and Technology

Author : Park Thaichon
Publisher : Taylor & Francis
ISBN 13 : 1000891925
Total Pages : 195 pages
Book Rating : 4.0/5 (8 download)

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Book Synopsis Luxury Marketing, Sustainability and Technology by : Park Thaichon

Download or read book Luxury Marketing, Sustainability and Technology written by Park Thaichon and published by Taylor & Francis. This book was released on 2023-06-09 with total page 195 pages. Available in PDF, EPUB and Kindle. Book excerpt: Luxury Marketing, Sustainability and Technology explores how new technologies, sustainability, and relationship marketing impact and change the future of luxury brand management. Whilst the luxury industry is experiencing exponential growth, further research is vital to improve knowledge and understand how luxury management operates in the new age of marketing. Through a range of empirical and theoretical contributions, this book offers clear insights into relationship marketing and luxury management. It examines the growth of luxury, marketing strategies for luxury brands, advertising and communication of luxury brands, AI and disruptive technology in luxury marketing, and sustainability and pro-environmental luxury. All the chapters close with practical summaries and recommendations for businesses practice. This book is a useful reference for scholars and postgraduate researchers across luxury management and marketing, including those interested in international marketing, social media marketing, and fashion management, as well as innovation management and sustainability.

The Art of Digital Marketing for Fashion and Luxury Brands

Author : Wilson Ozuem
Publisher : Springer Nature
ISBN 13 : 303070324X
Total Pages : 471 pages
Book Rating : 4.0/5 (37 download)

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Book Synopsis The Art of Digital Marketing for Fashion and Luxury Brands by : Wilson Ozuem

Download or read book The Art of Digital Marketing for Fashion and Luxury Brands written by Wilson Ozuem and published by Springer Nature. This book was released on 2021-07-17 with total page 471 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement. An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.

The Road to Luxury

Author : Ashok Som
Publisher : John Wiley & Sons
ISBN 13 : 111974136X
Total Pages : 519 pages
Book Rating : 4.1/5 (197 download)

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Book Synopsis The Road to Luxury by : Ashok Som

Download or read book The Road to Luxury written by Ashok Som and published by John Wiley & Sons. This book was released on 2021-08-19 with total page 519 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discover the meaning of the latest trends in the luxury industry with this resource from leading voices in the field The thoroughly revised Second Edition of The Road to Luxury: The New Frontiers in Luxury Brand Management delivers a comprehensive overview of the foundations of, and new developments in, luxury brands. The book discusses a new wave of mergers and acquisitions, the rise of Gucci, the growth of Balenciaga, a variety of new collaborations between different companies, a growing support for sustainability, and the COVID-19 pandemic. Readers will also benefit from the inclusion of: An insightful analysis of the impact and meaning of the COVID-19 for the luxury industry, particularly for market growth in China The creation of savoir faire and business plan competitions in the luxury industry LVMH's sponsoring of Viva Technology Perfect for students in MBA programs or taking degrees or courses in Luxury Brand Management, The Road to Luxury will also earn a place in the libraries of executives and managers in the luxury business, marketing, branding, and advertising professionals and companies, and entrepreneurs interested in the workings of the luxury industry.

The Future of Luxury Brands

Author : Annamma Joy
Publisher : Walter de Gruyter GmbH & Co KG
ISBN 13 : 3110732750
Total Pages : 311 pages
Book Rating : 4.1/5 (17 download)

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Book Synopsis The Future of Luxury Brands by : Annamma Joy

Download or read book The Future of Luxury Brands written by Annamma Joy and published by Walter de Gruyter GmbH & Co KG. This book was released on 2022-02-07 with total page 311 pages. Available in PDF, EPUB and Kindle. Book excerpt: The concepts of artification and sustainability are now both at the heart of luxury brand marketing strategies; artification as an ongoing process of transformation in the world of art and sustainability as an indispensable response to the issues of our times. The Future of Luxury Brands examines three interrelated luxury-marketing segments—the art world, fashion and fine wines including hospitality services—through the dual lenses of sustainability and artification. From safeguarding human and natural resources to upholding labor rights and protecting the environment, sustainability has taken center stage in consumer consciousness, embodying both moral authority and sound business practices. At the same time, artification—the process by which non-art is reconceived as art—applies the cachet of art to business, affording commercial products the sacred status accorded to works of art. When commercial products enter the realm of aesthetic creation, artification and consumer engagement inevitably increases. This pioneering book examining artification and sustainability as strategic pillars of marketing strategies in the luxury industry will be essential reading for practitioners working in luxury product companies, as also students of luxury brand marketing.

The Road to Luxury

Author : Ashok Som
Publisher : John Wiley & Sons
ISBN 13 : 1119741319
Total Pages : 519 pages
Book Rating : 4.1/5 (197 download)

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Book Synopsis The Road to Luxury by : Ashok Som

Download or read book The Road to Luxury written by Ashok Som and published by John Wiley & Sons. This book was released on 2021-10-26 with total page 519 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discover the meaning of the latest trends in the luxury industry with this resource from leading voices in the field The thoroughly revised Second Edition of The Road to Luxury: The New Frontiers in Luxury Brand Management delivers a comprehensive overview of the foundations of, and new developments in, luxury brands. The book discusses a new wave of mergers and acquisitions, the rise of Gucci, the growth of Balenciaga, a variety of new collaborations between different companies, a growing support for sustainability, and the COVID-19 pandemic. Readers will also benefit from the inclusion of: An insightful analysis of the impact and meaning of the COVID-19 for the luxury industry, particularly for market growth in China The creation of savoir faire and business plan competitions in the luxury industry LVMH's sponsoring of Viva Technology Perfect for students in MBA programs or taking degrees or courses in Luxury Brand Management, The Road to Luxury will also earn a place in the libraries of executives and managers in the luxury business, marketing, branding, and advertising professionals and companies, and entrepreneurs interested in the workings of the luxury industry.

New Luxury Management

Author : Emmanuelle Rigaud-Lacresse
Publisher : Springer
ISBN 13 : 3319417274
Total Pages : 311 pages
Book Rating : 4.3/5 (194 download)

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Book Synopsis New Luxury Management by : Emmanuelle Rigaud-Lacresse

Download or read book New Luxury Management written by Emmanuelle Rigaud-Lacresse and published by Springer. This book was released on 2017-01-12 with total page 311 pages. Available in PDF, EPUB and Kindle. Book excerpt: Presenting a vision of the luxury sector and its management, this edited book describes “the new luxury” through a comprehensive view of the value chain, from concept to market. The authors argue that the main characteristics of “luxury” are linked to specific resources and competencies found throughout the value chain and that value is a result of the interaction between the brand and stakeholders, and more precisely with their clients. Taking an interdisciplinary approach, New Luxury Management encompasses both strategic and functional aspects of luxury management, providing innovative solutions to the successful creation and management of value across the organization, from leadership, human resources, financial management, marketing and economic perspectives.

Advances in Luxury Brand Management

Author : Jean-Noël Kapferer
Publisher : Springer
ISBN 13 : 3319511270
Total Pages : 256 pages
Book Rating : 4.3/5 (195 download)

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Book Synopsis Advances in Luxury Brand Management by : Jean-Noël Kapferer

Download or read book Advances in Luxury Brand Management written by Jean-Noël Kapferer and published by Springer. This book was released on 2017-09-21 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Presenting some of the most significant research on the modern understanding of luxury, this edited collection of articles from the Journal of Brand Management explores the complex relationships consumers tie with luxury, and the unique characteristics of luxury brand management. Covering the segmentation of luxury consumers worldwide, the specificity of luxury management, the role of sustainability for luxury brands and major insights from a customer point of view, Advances in Luxury Brand Management is essential reading for upper level students as well as scholars and discerning practitioners.

The Oxford Handbook of Luxury Business

Author : Pierre-Yves Donzé
Publisher : Oxford University Press
ISBN 13 : 0190932228
Total Pages : 649 pages
Book Rating : 4.1/5 (99 download)

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Book Synopsis The Oxford Handbook of Luxury Business by : Pierre-Yves Donzé

Download or read book The Oxford Handbook of Luxury Business written by Pierre-Yves Donzé and published by Oxford University Press. This book was released on 2022 with total page 649 pages. Available in PDF, EPUB and Kindle. Book excerpt: This innovative volume brings together contributions from leading experts in the study of luxury to present the full range of perspectives on luxury business, from a variety of social science approaches. Topics include conceptual foundations and the evolution of the luxury industry; the production of luxury goods; luxury branding and marketing; distributing luxury; globalization and markets; and issues of morality, inequality, and environmental sustainability. The Oxford Handbook of Luxury Business is a necessary resource for all students and researchers of the field as well as for forward-thinking industry professionals.

Sustainable Luxury

Author : Claudia E. Henninger
Publisher : Springer Nature
ISBN 13 : 3031069285
Total Pages : 307 pages
Book Rating : 4.0/5 (31 download)

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Book Synopsis Sustainable Luxury by : Claudia E. Henninger

Download or read book Sustainable Luxury written by Claudia E. Henninger and published by Springer Nature. This book was released on 2022-08-11 with total page 307 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book addresses the issue of sustainability in the luxury industry, which has become a major topic of concern for brand managers, scholars, policy-makers, the media, and academia. Spanning 13 chapters, the authors provide insights from developed and developing countries, whilst at the same time exploring a variety of issues within sustainable luxury, the hidden value of secondhand, eco-luxury, circular economy principles and perceptions, ethical sourcing and eco-label strategies. All of which can be linked to the broader theme of SDG12: Responsible Production and Consumption. Thus, the book not only has a wide geographical scope but also brings together a collection of scholars spanning many disciplines such as marketing, management, textiles, fashion, economics, and digital media. Offering a combination of empirical and conceptual works, the book also provides important insights for future research enquiries.

Contemporary Issues in Luxury Brand Management

Author : Sylvie Studente
Publisher : Taylor & Francis
ISBN 13 : 1000829359
Total Pages : 188 pages
Book Rating : 4.0/5 (8 download)

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Book Synopsis Contemporary Issues in Luxury Brand Management by : Sylvie Studente

Download or read book Contemporary Issues in Luxury Brand Management written by Sylvie Studente and published by Taylor & Francis. This book was released on 2023-03-31 with total page 188 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides a comprehensive overview of the key themes surrounding luxury brand management and the core issues faced by luxury firms today. The luxury industry has undergone a series of dynamic changes in the past twenty years. Economic trends, digital transformation, and changing consumer habits are creating a new competitive landscape where traditional strategies will not necessarily provide continued growth and profitability. Approaching luxury from a realistic brand management perspective, this book works step-by-step through a typical luxury course structure, covering sustainability, heritage, emerging brands, digital marketing and analytics, curation, intellectual property, and start-ups. Each chapter is illustrated by a relevant international case study and further examples, as well as reflective questions to help gain insight from contemporary practice. With additional PowerPoint slides and a test bank of questions available online, this comprehensive textbook should be core reading for postgraduate students studying luxury brand management or luxury strategy.

The Luxury Strategy

Author : Jean-Noël Kapferer
Publisher : Kogan Page Publishers
ISBN 13 : 0749464925
Total Pages : 408 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis The Luxury Strategy by : Jean-Noël Kapferer

Download or read book The Luxury Strategy written by Jean-Noël Kapferer and published by Kogan Page Publishers. This book was released on 2012-09-03 with total page 408 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. 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. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.

Digital Channels and Social Media Management in Luxury Markets

Author : Fabrizio Mosca
Publisher : Routledge
ISBN 13 : 1351332287
Total Pages : 284 pages
Book Rating : 4.3/5 (513 download)

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Book Synopsis Digital Channels and Social Media Management in Luxury Markets by : Fabrizio Mosca

Download or read book Digital Channels and Social Media Management in Luxury Markets written by Fabrizio Mosca and published by Routledge. This book was released on 2017-11-23 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: In recent years, luxury goods markets have faced significant changes that have influenced both the dynamics of the competition, as well as their strategies. The principal changes include the following: new geographical market development, such as in the Far East, India, and some parts of Africa (these countries are added to a list of already relevant countries that are involved in luxury goods consumption, such as the Emirates, Russia, and South America); diffusion of new media and new technologies in communication, which is characterized by a high degree of interaction; the evolution of distribution channels is underway – these channels are moving towards new forms of integration that utilize both physical digital channels. This has forced firms to revise their strategies and implement multichannel marketing strategies to continue to operate in increasingly international markets that are characterized by increasingly more demanding and informed consumers. This book will enable readers to gain a clear insight into how the luxury goods market operates and amongst other things, focuses on: recent internet and social media strategies adopted by luxury companies and their brands; how luxury companies manage their communication and distribution channels to compete in the market and the impact of digital marketing on their competition; the main models of direct and indirect distribution in the digital channels; how consumers react to multichannel strategies; trends, social commerce and CSR and how luxury companies react; identifying the different social media strategies for luxury companies.