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 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 Luxury Experts Jean Noel Kapferer And Vincent Bastien Provide The First Rigorous Blueprint For Effectively Managing Luxury Brands And Companies At The Highest Level, Including Human Resources And Financial Management Finally, The Luxury Strategy Unveils How In Any Market, Including B To B, A Company Can Learn From Luxury Strategies To Differentiate Itself Profitably Explicated my intuition but a bit repetitive at times This is by far the best book you can read on the topic of luxury It covers most aspects of the business that you can think of, and some other things too, that are not directly related to it.It is also worth to mention that Mr Kapferer has hand on the business of luxury, and does not only write or research about it. Luxury takes time and luxury has time for me this is the core message of the book.The book nicely combines the philosophy behind luxury brands and practicalities Both sides are extremely useful and inspiring. Brilliant, absolutely brilliant By all means, this isn t an easy holiday read however the value of the book goes far beyond it s weight and price I d highly recommend the book for anyone wishing to position their business within either a Luxury or Premium position in their market. Putting aside my own personal ideals, this book definitely provide a very detailed and objective review of socioeconomic and psychological drivers of human society and how luxury brands utilized these to build their luxury strategy. Kapferer il mio autore preferito sui temi di brand management e questo il miglior libro che ho letto sul marketing dl lusso, rigoroso e allo stesso tempo stimolante e divertente come lettura adotta una visione abbastanza restrittiva del concetto di lusso rispetto a quella che utilizzo io nei miei volumi, focalizzandosi sul vero lusso connotato dall attributo essenziale dell esclusivit il volume stato poi tradotto anche in italiano Great overview of the Luxury market. I d say it s like a 4.75 5 than a 5, but it s very interesting.Didn t know a lot of things.I wasn t particularly interested in the business strategy since I already knew from other studies , and most rules are intuitive after you know the basic principles a product is not sold, but it s bought it s all about a genuine story, a vision dream, it s all about the person who lives the dream the buyer.Also interesting from a consumer standpoint I now think most luxury brands are garbage and not worth the money and people shouldn t waste their money for the overpriced product that doesn t tell anything.A book full of informations, very very relevant for whoever wants to build a luxury brand Highly recommended, buy it Dry at first If you can make it past the history the rest of the principles start to make sense.
Jean Noel Kapferer is the European authority on brand management He is internationally recognised as one of the worldwide leading specialists on brands and one of the most influential He has promoted radical new concepts and methods, written eleven books on communication and brands All his works have been translated into several languages and widely diffused throughout the world Kapferer s uni
- 384 pages
- The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
- Jean-Noël Kapferer
- 04 July 2018 Jean-Noël Kapferer