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 classicNew Strategic Brand Managementand co-author of bestsellerThe 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
getAbstractrecommends his insights to students of economic trends as well as luxury brand investors, managers, marketers and sellers.
Introduction: Growth issues for luxury
Part One How luxury is changing
01 Sustaining the luxury dream: challenges and insights
An industry like no other
The future(s) of luxury
The rise of fashion: from dream to contagion of desires
Facing high demand and abandoning rarity
How will China influence the dream?
The challenges of the internet
Against the blurring of lines: re-create the gap, transgress the codes
Sustainable development: the future dream of luxury
References
02 Abundant rarity: the key to luxury growth
Luxury financial dream
The many meanings of luxury
How scarcity creates value
From scarcity to qualitative rarity
Introducing virtual rarity
From craft to art: elitism for all
The new reality of Asia: egalitarian luxury?
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