Luxury Fashion Brand Management

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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.

Luxury Fashion Branding

Author : U. Okonkwo
Publisher : Springer
ISBN 13 : 0230590888
Total Pages : 481 pages
Book Rating : 4.2/5 (35 download)

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Book Synopsis Luxury Fashion Branding by : U. Okonkwo

Download or read book Luxury Fashion Branding written by U. Okonkwo and published by Springer. This book was released on 2016-01-18 with total page 481 pages. Available in PDF, EPUB and Kindle. Book excerpt: This groundbreaking fashion branding and management text brings an analytical business dimension to the marketing and corporate techniques of the luxury fashion goods industry. It will make engaging reading for anyone who wishes to learn about the captivating business of turning functional products into objects of desire.

Advances in Luxury Brand Management

Author : Jean-Noël Kapferer
Publisher : Springer
ISBN 13 : 3319511270
Total Pages : 262 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 262 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 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.

Luxury and Fashion Marketing

Author : Satyendra Singh
Publisher : Routledge
ISBN 13 : 1351269585
Total Pages : 146 pages
Book Rating : 4.3/5 (512 download)

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Book Synopsis Luxury and Fashion Marketing by : Satyendra Singh

Download or read book Luxury and Fashion Marketing written by Satyendra Singh and published by Routledge. This book was released on 2020-12-06 with total page 146 pages. Available in PDF, EPUB and Kindle. Book excerpt: The globalization of the world’s markets has forced luxury brands to, in turn, become global and accessible in many developing countries and emerging markets. As a result, the demand for these luxury products has increased globally, creating a need for an education in luxury that acknowledges the global perspective yet, at the same time, incorporates subtle regional nuances into luxury and fashion marketing. Keeping this global and regional perspective, Luxury and Fashion Marketing: The Global Perspective examines the elements of luxury marketing that contribute to superior luxury brand performance. Specifically, this volume focuses on mission statements, logos, airport retailing, franchising, challenges in luxury marketing, fashion relating to politics, environment, and beachwear, and case studies on luxury brands and emerging markets. Luxury and Fashion Marketing: The Global Perspective is unique in that it is written in a simple and engaging style to explain the theories and concepts of luxury in relation to the ordinary in the global context. Each chapter has to-do activities, making the book essential reading for students, trainers, and practitioners interested in luxury and fashion marketing and management.

Strategic Luxury Management

Author : David Millán Planelles
Publisher : Routledge
ISBN 13 : 1000472485
Total Pages : 227 pages
Book Rating : 4.0/5 (4 download)

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Book Synopsis Strategic Luxury Management by : David Millán Planelles

Download or read book Strategic Luxury Management written by David Millán Planelles and published by Routledge. This book was released on 2021-11-22 with total page 227 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic Luxury Management is a case-rich and practical overview of how luxury creates value and why some firms are more successful than others. The focus of luxury study has traditionally centered on the clients’ drivers of consumption, their perception of the brand and the way to effectively engage with them. Luxury is rarely, however, discussed from a strategic perspective: how luxury managers make complex decisions relative to their competitive environment. The book provides insight into the luxury industry and how companies face market complexity across three key areas. First, the company itself, determining what defines a luxury firm. Second, the book offers a specific framework to assess creativity across management and not simply as an individual talent. Third, the book considers the competitive landscape and the principles that allow companies to compete consistently and meaningfully. Each chapter includes pedagogical features to ensure comprehension, including chapter objectives and self-study questions. With examples and case studies from international firms illustrating each chapter, Strategic Luxury Management is essential reading for postgraduate, MBA and executive education students studying luxury management, luxury brand management, luxury creativity and innovation, and strategic management, as well as reflective practitioners within the luxury industry. Online resources include chapter-by-chapter PowerPoint slides.

Designing Luxury Brands

Author : Diana Derval
Publisher : Springer
ISBN 13 : 3319715577
Total Pages : 184 pages
Book Rating : 4.3/5 (197 download)

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Book Synopsis Designing Luxury Brands by : Diana Derval

Download or read book Designing Luxury Brands written by Diana Derval and published by Springer. This book was released on 2018-04-13 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book shows how to build successful luxury brands using the power of sensory science and neuro-physiology. The author introduces – based on inspiring business cases like Tesla, Louis Vuitton, Chanel, Hermès, Moncler, Louboutin, or Sofitel in industries such as Fashion, Automotive or Leisure – groundbreaking scientific methods - like the Derval Color Test® taken by over 10 million people - to predict luxury shoppers’ preferences and purchasing patterns and illustrates common and unique features of successful luxury brands. Through various practical examples and experiments, readers will be able to build, revamp, or expand luxury brands and look at luxury from a new angle.

Luxury Fashion Retail Management

Author : Tsan-Ming Choi
Publisher : Springer
ISBN 13 : 9811029768
Total Pages : 204 pages
Book Rating : 4.8/5 (11 download)

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Book Synopsis Luxury Fashion Retail Management by : Tsan-Ming Choi

Download or read book Luxury Fashion Retail Management written by Tsan-Ming Choi and published by Springer. This book was released on 2016-11-26 with total page 204 pages. Available in PDF, EPUB and Kindle. Book excerpt: Using various research methodologies, such as reviews, case studies, analytical modeling and empirical studies, this book investigates luxury fashion retail management and provides relevant insights, which are beneficial to both industrialists and academics. Readers gain an understanding of luxury fashion retailing, including proper operations and strategic management, which now are the most crucial items on the luxury fashion industry’s senior management agenda.

Brand Management Strategies

Author : William D'Arienzo
Publisher : Bloomsbury Publishing USA
ISBN 13 : 1501306677
Total Pages : 384 pages
Book Rating : 4.5/5 (13 download)

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Book Synopsis Brand Management Strategies by : William D'Arienzo

Download or read book Brand Management Strategies written by William D'Arienzo and published by Bloomsbury Publishing USA. This book was released on 2016-09-22 with total page 384 pages. Available in PDF, EPUB and Kindle. Book excerpt: As global economies grow and the cost of doing business increases, the brand is the pre-eminent business asset needed for success in global business development. Brand Management Strategies: Luxury and Mass Markets presents the brand experience on a market continuum from mass market to luxury, using diverse examples from Burberry to BMW, Coca-Cola to Chanel, and Starbucks to Starwood. Underpinned by the author's many years of practical experience as both a professor and brand consultant, this book details the proven steps necessary to develop, build, and sustain a successful brand strategy and business. Features - Filled with current examples from fashion brands such as Burberry, Coach, Banana Republic, and Target and non-fashion brands including Apple, Samsung, Hyundai, Porsche, Ritz Carlton Hotels and more - Brandstorming: Successes and Failures depict real world case studies of successful-and not so successful-branding strategies - Experiential learning tools include learning objectives, bolded key terms, and end of chapter Conversations discussion questions and Challenges projects and activities STUDIO Resources - Study smarter with self-quizzes featuring scored results and personalized study tips - Review concepts with flashcards of terms and definitions Teaching Resources - Instructor's Guide provides suggestions for planning the course and using the text in the classroom, supplemental assignments, and lecture notes - Test Bank includes sample test questions for each chapter - PowerPoint® presentations include full color images from the book and provide a framework for lecture and discussion PLEASE NOTE: Purchasing or renting this ISBN does not include access to the STUDIO resources that accompany this text. To receive free access to the STUDIO content with new copies of this book, please refer to the book + STUDIO access card bundle ISBN 9781501318436. STUDIO Instant Access can also be purchased or rented separately on BloomsburyFashionCentral.com.

The Artification of Luxury Fashion Brands

Author : Marta Massi
Publisher : Springer Nature
ISBN 13 : 3030261212
Total Pages : 181 pages
Book Rating : 4.0/5 (32 download)

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Book Synopsis The Artification of Luxury Fashion Brands by : Marta Massi

Download or read book The Artification of Luxury Fashion Brands written by Marta Massi and published by Springer Nature. This book was released on 2020-06-18 with total page 181 pages. Available in PDF, EPUB and Kindle. Book excerpt: Despite being vastly different both socially and economically, art and fashion are increasingly converging to collaborate in mutually advantageous ways. This book discusses the mutual benefits of collaboration through analysis of successful case studies, including corporate art collections and museums, patronage and sponsorship initiatives, and art-based brand management in the fashion sector. It provides a categorization of the strategies that fashion firms employ when they join the art world and illustrates how art and fashion brands can interact strategically at different levels. This book will be a valuable resource to researchers, providing an enhanced understanding of the potential of artification for managing brands and products.

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.

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.

Selling Luxury

Author : Robin Lent
Publisher : John Wiley & Sons
ISBN 13 : 0470498374
Total Pages : 180 pages
Book Rating : 4.4/5 (74 download)

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Book Synopsis Selling Luxury by : Robin Lent

Download or read book Selling Luxury written by Robin Lent and published by John Wiley & Sons. This book was released on 2009-05-27 with total page 180 pages. Available in PDF, EPUB and Kindle. Book excerpt: Selling high-end luxury creations requires a different set of skills than does traditional selling. Clients have high expectations for the service they receive and base their purchasing decisions more on emotion and desire than practical need. Whether you are selling diamond bracelets or sports cars, the key to concluding the sale lies in how well you sell rather than what you sell. In Selling Luxury, Robin Lent and Geneviève Tour explore every component of luxury sales and offer proven, practical strategies for connecting with customers. Rather than sales associates, the luxury market calls for “Sales Ambassadors” who represent the brand with distinction. Sales Ambassadors understand how to connect with customers by discovering their unique motivational desires. This requires a multitude of specialized skills: passion, perseverance, empathy, daring, and curiosity. Through personalized service each and every time, Sales Ambassadors are able to build trust, brand loyalty, and lasting customer relationships. If you want to succeed in the luxury sales universe, Selling Luxury is for you. You’ll pick up the skills and approaches that work everyday in a multitude of situations. You’ll learn how to: Connect emotionally with customers Exceed your customers’ expectations Turn every customer contact into a brand experience Personalize your customer service Learn about customers through observing and discovery Create the desire to purchase Deal positively with customer objections Build a relationship of trust and brand loyalty The universe of luxury is no place for traditional hard-sell tactics. Instead, you have to subtly adapt to your customer in a deeper way. Doing so takes a truly personal touch. Selling Luxury shows you how to develop these skills and make them a key part of your own unique selling style.

Fashion Branding and Communication

Author : Byoungho Jin
Publisher : Springer
ISBN 13 : 1137523433
Total Pages : 199 pages
Book Rating : 4.1/5 (375 download)

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Book Synopsis Fashion Branding and Communication by : Byoungho Jin

Download or read book Fashion Branding and Communication written by Byoungho Jin and published by Springer. This book was released on 2017-04-26 with total page 199 pages. Available in PDF, EPUB and Kindle. Book excerpt: This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands. Brand is a critical asset many firms strive to establish, maintain, and grow. It is more so for fashion companies when consumers purchase styles, dreams and symbolic images through a brand. The volume starts with an introductory chapter that epitomizes the essence of fashion brand management with a particular emphasis on emerging branding practices, challenges and trends in the fashion industry. The subsequent five cases demonstrate how a family workshop from a small town can grow into a global luxury or premium brand within a relatively short amount of time. Scholars and practitioners in fashion, retail, branding, and international business will learn how companies can establish a strong brand identity through innovative strategies and management.

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.

Rethinking Prestige Branding

Author : Wolfgang Schaefer
Publisher : Kogan Page Publishers
ISBN 13 : 0749470046
Total Pages : 269 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis Rethinking Prestige Branding by : Wolfgang Schaefer

Download or read book Rethinking Prestige Branding written by Wolfgang Schaefer and published by Kogan Page Publishers. This book was released on 2015-05-03 with total page 269 pages. Available in PDF, EPUB and Kindle. Book excerpt: What makes someone covet a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their categories? What does Gucci's approach to marketing have in common with Nespresso's? And why do some people pay a relative fortune for Renova toilet paper or Aesop detergent even though they hardly ever 'advertise' and seem to have none of the 'functional performance advantages' conventional marketers would seek to demonstrate? Prestige brand experts JP Kuehlwein and Wolfgang Schaefer have dedicated themselves to studying what drives the success of prestige brands. Rethinking Prestige Branding collects their insights. Uncovering the secrets of why and how some brands are created more equal than others, Rethinking Prestige Branding includes over 100 case studies from Apple and Abercrombie & Fitch to Tate Modern and Tesla. Rather than re-telling brand success stories or re-hashing long-standing marketing principles, it takes readers on a colourful journey behind the scenes of today's marketing pros. This book will fascinate marketing professional just as much as those who are simply curious as to how premium brands tick.

Luxury Fashion Brand Management

Author : Olga Mitterfellner
Publisher : Taylor & Francis
ISBN 13 : 1000893308
Total Pages : 332 pages
Book Rating : 4.0/5 (8 download)

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Book Synopsis Luxury Fashion Brand Management by : Olga Mitterfellner

Download or read book Luxury Fashion Brand Management written by Olga Mitterfellner and published by Taylor & Francis. This book was released on 2023-07-31 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook examines fashion luxury brand management, providing students with a comprehensive understanding of its origins, unique components, current practices, global trade and, most importantly, the application of sustainable models to the industry. It also highlights what makes brands fail and how they can become more resilient. The key content covers the heritage of luxury brands, the importance of craftsmanship and creative direction, the role of luxury conglomerates, cultural awareness and internationalisation, risks of failure and opportunities for revitalisation as well as the application of sustainable measures for a resilient and ethical brand future. Each chapter includes a combination of industry insights, case studies or expert interviews. Coupled with theoretical frameworks and business models, these examples and case studies show how sustainable models can be applied to existing luxury brands and how practices can be embedded into the brand concept. Students are encouraged to think about opportunities and solutions, unique to luxury brand management, and will gain knowledge and skills for a successful future career. A truly global and holistic textbook, Luxury Fashion Brand Management and Sustainability should be core and recommended reading for advanced undergraduate and postgraduate students studying luxury fashion management, luxury brand management, sustainable fashion and responsible business and fashion marketing and communications. Supplementary online resources include chapter-by-chapter PowerPoint slides and a test bank.