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Don't have a Kindle? Review "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. Customers who bought this item also bought. Share your thoughts with other customers.
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Write a customer review. Read reviews that mention luxury sector luxury strategy luxury brand kapferer on luxury business edition international knowledge challenge covers fashion management market view companies informative insight interested managing models. Showing of 26 reviews. Top Reviews Most recent Top Reviews. There was a problem filtering reviews right now.
Please try again later. Format: Hardcover Verified Purchase. This book is a must have if you work or are interested in the luxury sector. It covers all the issues from the definition of luxury, marketing, brand management, business models, luxury and the internet, etc and is very practical. The authors are well known within the luxury sector and they poured their experience in this book.
The luxury strategy : break the rules of marketing to build luxury brands
I particularly enjoyed the chapter on the anti-laws of luxury marketing in itself worth the price of the entire book. The book is packed full with examples taken from real luxury brands and flows amazingly: very well written, clear and straight to the point. The examples are still current as the book was published in Such a shame it contains some minor errors Ferre' was a designer for Dior and not for Chanel as the authors stated and several spelling mistakes. Additionally the chapter on brand stretching and brand extension is a little bit messy as the authors keep on jumping from one concept to the other without any clear logic behind it - it starts talking about brand extension then in the next paragraph is brand stretching and then back to brand extension.
I'm three quarters of the way through this book. Having no previous knowledge of working in luxury or even purchasing luxury, this books explains in depth what luxury is.
The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands by Jean-Noël Kapferer
It explains the anti-laws of luxury, why companies that sell premium product buy luxury brands fail at selling luxury, how different cultures view luxury, why luxury brands resist selling their products online, etc. I can't recommend this book enough. Format: Kindle Edition Verified Purchase.
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Great read for sme looking for a different way to compete with their sector presents existing ideas and strategies in a non repetitive way. Highly recomended for everyone staring their business But if everything is luxury then surely the term itself has no meaning!
There is confusion today about what really makes a luxury product, a luxury brand or a luxury company. The Luxury Strategy analyzes in depth the essence of luxury, highlights its managerial implications and rationalizes the highly original methods — often very far from the usual marketing strategies — used to transform small family businesses such as Ferrari, BMW, Louis Vuitton, Cartier, Chanel, Armani or Ralph Lauren into worldwide successes. The Luxury Strategy clarifies the difference between "premium," "fashion," and "luxury," and sets out the counter-intuitive rules for successfully marketing luxury goods and services.
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