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-Nol 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.
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?
Accessing your eBook through Kortext
Once purchased, you can view your eBook through the Kortext app, available to download for Windows, Android and iOS devices. Once you have downloaded the app, your eBook will be available on your Kortext digital bookshelf and can even be downloaded to view offline anytime, anywhere, helping you learn without limits.
In addition, you'll have access to Kortext's smart study tools including highlighting, notetaking, copy and paste, and easy reference export.
To download the Kortext app, head to your device's app store or visit https://app.kortext.com to sign up and read through your browser.
NB: eBook is only available for a single-user licence (i.e. not for multiple / networked users).
