Kapferer on Luxury
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Kapferer on Luxury : How Luxury Brands Can Grow Yet Remain Rare

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Description

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-Noel 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.
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Product details

  • Paperback | 240 pages
  • 160 x 235 x 12mm | 363g
  • London, United Kingdom
  • English
  • 074947436X
  • 9780749474362
  • 433,615

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?
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Review Text

"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."
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About Jean Noel Kapferer

Jean-Noel 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).
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Rating details

31 ratings
4.09 out of 5 stars
5 23% (7)
4 65% (20)
3 13% (4)
2 0% (0)
1 0% (0)
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