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

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

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  • ISBN-13: 9780749479121
  • Publisher: Kogan Page
  • Release Date: Mar 28, 2016
  • Pages: 240 pages
  • Dimensions: 0.55 x 9.0 x 6.0 inches

Overview

In an industry where rarity and exclusivity are keys to success, business growth can be both positive and negative.  In this book, renowned luxury and branding expert Jean-Noël Kapferer (author of the classic New Strategic Brand Management and co-author of bestseller The Luxury Strategy) offers a collection of carefully chosen new and popular essays that address issues relating to luxury growth.  He provides answers to questions such as: how fast should a firm grow and where in the world should it do so, how much volume should a brand sell, and when does saturation occur?
 
Essays also address: 
--The challenges of sustaining luxury
--The importance of remaining rare
--The artification of luxury
--Why luxury should not delocalize
--Adapting the luxury organization to the web
--An exploration into consumers’ psychology of luxury prices
--The distinct business models of luxury brands

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