Download PDF The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands

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The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands

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Luxury is in fashion and is now to be found in almost every retail, manufacturing and service sector. New terms like "mass-luxury," "new luxury" and "hyper luxury" attempt to qualify luxury, causing confusion today about what really makes a luxury product, a luxury brand or a luxury company. Luxury experts Jean-Noel Kapferer and Vincent Bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level. The new edition of The Luxury Strategy includes more information about digital strategy, globalization, sustainable development and why luxury brands are resilient to recessions. It 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 rationalizes those business models which have achieved profitability, while sustaining the luxury status of their brands, and sets out the counter-intuitive rules for successfully marketing luxury goods and services.

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Product details

Hardcover: 408 pages

Publisher: Kogan Page; Second edition (October 28, 2012)

Language: English

ISBN-10: 0749464917

ISBN-13: 978-0749464912

Product Dimensions:

6 x 1.3 x 9 inches

Shipping Weight: 1.8 pounds (View shipping rates and policies)

Average Customer Review:

4.5 out of 5 stars

41 customer reviews

Amazon Best Sellers Rank:

#56,478 in Books (See Top 100 in Books)

I bought this book in hopes of learning how to attract a higher clientele for a service business. I knew the book wasnâ€™t quiet written for my purpose. Even with that, there is so much useful information in this book, I couldnâ€™t put a dollar value on it. There are several strategies Iâ€™m putting in place. One of the best books Iâ€™ve read recently, and I read a lot. I only wish it came in Audible version so I could more easily review it now and than while driving.

I'm convinced; if a brand fully commits to the points made in this book, it will achieve wild success. The only catch; everyone will compromise in their execution of a luxury strategy, and that is the one thing a brand can not do if it truly wants to be a luxury brand.The essential point of the book. Operate your brand like it's a religion. Seriously, luxury is consumption raised to the level of religion.My only knock; it can read like a college-text, and some of the author's points are repeated to excess.

The gold standard for books on the subject of luxury. Informs you of many industry secrets and very clearly written. Highly recommended. The only book you really need on the subject.

The company I worked for sold a product for an average price of $2KWe bought a foreign luxury line that sold for $6K...same product but 3x higher price.I was the sales trainer tasked with training and convincing our 60 National Sales Reps that this product was worth 3x the price so they could then convince the customers.I spent weeks with this book and it worked!I trained all 60 sales reps and by applying the strategies and perspectives in this book we blew our expectations away!Where as the CEO of Ford loves to see a Ford in every driveway, the CEO of Porsche gets nervous the minute he see two porches on the same street ~ that embodies luxury strategy!

Very good book to read, and to keep handy on your shelf if you work for the luxury industry (or have to deal with it).The coverage of digital for the luxury industry is a bit on the safe side, maybe too much so. If your expecting insights on how to move the needle on the matter, I'm afraid you won't find it here. But I'd say, this book is pretty much a standard on its overall subject, nonetheless.

very easy read! it covers definition of luxury to sustainable development in luxury.I think some of the examples are little outdated but still very insightful read.

I was looking for the rationale behind luxury brands and found exactly what I was looking for. This book gives a very comprehensive explanation of the how and why of luxury with plenty of accurate examples. Next to that it is very well written.It will definitely help me in implementing a successful strategy.

I have used this book in the classroom as the primary 'text' as well as recommended this book for use in business real-world practice. It is very good for either purpose. The students enjoyed the 'text' as it is comprehensive, easy-to-read for the international student who is ESL, and provocative in thought as it challenges the reader to think outside the typical marketing 4P's structure. For practice, it provides enough theory to answer the 'why' while giving good examples that provide the application. I will - and am - definitely using this book again as well as continuing to recommend it. I have looked at a number of books that could be used in a classroom setting and this one is, by far, the best. This book is a keeper that will stay on a marketer's shelf - for future reference - for a long time.

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