Learn about the luxury brand industry from the inside out with this masterful and insightful resource
The newly revised Fourth Edition of Luxury Brand Management in Digital and Sustainable Times delivers a timely re-examination of what constitutes the contemporary luxury brand landscape and the current trends that shape the sector. Distinguished experts and authors Michel Chevalier and Gerald Mazzalovo provide readers with a comprehensive treatment of the macro- and micro-economic aspects of management, communication, distribution, logistics, and creation in the luxury industry.
Readers will learn about the growing importance of authenticity and sustainability in the management of fashion, perfume, cosmetics, spirits, hotels and hospitality, jewelry, and other luxury brands, as well as the strategic issues facing the companies featured in the book. The new edition offers:
- A new chapter on the "Luxury of Tomorrow," with a particular focus on authenticity and durable development
- A completely revised chapter on "Communication in Digital Times," which takes into account the digital dimension of brand identity and its implications on customer engagement activities and where the concept of Customer Journey is introduced as a key marketing tool
- A rewritten chapter on "Luxury Clients" that considers the geographical changes in luxury consumption
- Considerations on the emerging notion of "New Luxury"
- Major updates to the data and industry figures contained within the book and a new section dedicated to the hospitality industry
- New semiotic analytical tools developed from the authors’ contemporary brand management experiences
Perfect for MA and MBA students, Luxury Brand Management also belongs on the bookshelves of marketing, branding, and advertising professionals who hope to increase their understanding of the major trends and drivers of success in this sector.
Table of Contents
Introduction vii
Chapter 1: The Concept of Luxury 1
Chapter 2: Specificities of the Luxury Industry 38
Chapter 3: Major Luxury Sectors: Ready-to-Wear, Perfumes and Cosmetics, and Leather Goods 66
Chapter 3: Major Luxury Sectors: Wines and Spirits, Jewelry and Watches, and Hotels and Hospitality 98
Chapter 4: The Power of the Luxury Brand 130
Chapter 5: The Luxury Client 161
Chapter 6: Brand Identity: Concepts and Analytical Semiotic Tools 188
Chapter 7: Additional Brand Analytical Tools 227
Chapter 8: Creation and Merchandising 276
Chapter 9: Communication in Digital Times 324
Chapter 10: Managing a Global Brand 377
Chapter 11: Retail Management 417
Chapter 12: Sustainability and Authenticity 452
Appendix A: Applying Brand Identity Analytical Tools 483
Appendix B: Glossary of Digital-Related Terms 491
Index 497
