The road to luxury : the evolution, markets and strategies of luxury brand management / Ashok Som, Christian Blanckaert.

Format:

Book

Author/Creator:

Som, Ashok, author.

Blanckaert, Christian, author.

Language:

English

Subjects (All):

Luxuries--Marketing.

Luxuries.

Luxury goods industry.

Brand name products--Management.

Brand name products.

Physical Description:

1 online resource (467 p.)

Edition:

1st edition

Other Title:

Evolution, markets, and strategies of luxury brand management

Place of Publication:

Singapore : Wiley, 2015.

Language Note:

English

System Details:

text file

Summary:

A thorough, comprehensive guide to the luxury goods industry for executives, entrepreneurs, and MBA students As key new luxury markets like China and India continue to expand, this book gives professionals in the industry a holistic understanding of luxury market dynamics around the world using relevant data and statistics on current market trends. For investors, the book offers valuable insight on where the industry is headed. For industry insiders and executives, it presents valuable data with which to craft successful business strategies. The definitive insider's guide to the luxury sector Includes

Contents:

Cover; Title Page; Copyright; Contents; Acknowledgments; About the Authors; Prologue: The Pink Bag; Chapter 1 Introduction: Definition and Crisis of Luxury; Issues of Defining Luxury; Crisis; The Luxury Industry; Reaction to the Crisis of Global Markets; Japan; Europe; China; United States; Africa; Effect of Crisis on the Luxury Industry; Strategic Response to Crisis; Conclusion; Chapter 2 Evolution of the Global Luxury Market; Evolution; How Has It Changed?; Luxury Industry Trends; Developed Markets; Emerging Markets; Conclusion; Chapter 3 Who's Who of Luxury; The Consumers

What Creates Demand in the Luxury Industry Why Are There Increasing Demands in This Business?; The Actors; LVMH-Louis Vuitton Möet Hennessey; Kering (Previously Known as PPR)2; Richemont; L'Oréal; Hermès; Burberry; Chanel; Conclusion; Chapter 4 Branding; Luxury Marketing: Highly Creative and Selective; The Nomad; The Eight P's of Luxury Brand Marketing for the Nomad of Tomorrow; Cobranding: Does It Enhance Branding or Selling?; Brand Extensions; Pricing; Storytelling: Culture, Event, and Communication; Digital Marketing; The Digital; The Mobility Paradox; The Brick-and-Click Paradox

The Reason for Social Media E-Commerce; Discussion; Conclusion; Chapter 5 Brand Identity, Clients, and Ethos; Brand Identity; Ethos; Clients; Discussion; Conclusion; Chapter 6 Family Houses, Corporatization, and New Entrants; What Is a Family Business?; Development Cycle of a Family Business; Characteristics of Family Businesses; The Evolution of the French Fashion Houses; The Evolution of the Italian Brands; Family Business during Crisis; Family Businesses of the Future: Corporatization; Jimmy Choo; Brunello Cucinelli; Changes during Transition from Family Business to Corporation

Succession Planning Entrepreneurs and New Entrants; Tom Ford; Marc Jacobs; Trends and Discussion; Conclusion; Chapter 7 Management Styles in the Luxury Industry; Path Dependency: Management Styles; Managing Paradoxes; The Ambidextrous Luxury Manager; Familial Autonomy; Resisting the Financial and Stakeholder Pressure; Conglomerate: Strategic Mix of Independence; Examples of Styles; The French; The Swiss; The Italians; Analysis; Conclusion; Chapter 8 Skills; Historical Craftsmanship; The Case of the Swiss Watch Industry; Entrepreneurial Designers; The Case of Hermès: Saddle Trunk

The Case of Louis Vuitton: Travel Bag The Case of Zegna; The Sales Team; The Professional Managers; Skills Required; Managing Talent; Talent Prospecting (Pool); Talent Acquisition (Recruitment and Induction); Talent Identification (High Potential); Talent Development (Retraining); Talent Performance (Performance Appraisal); Talent Retention and Integration (Compensation and Benefits); Talent Exit (Right Sizing); Conclusion; Chapter 9 Services: The Point of Sale; Issues in Point-of-Sale; The Customer Dimension; The Service Dimension; Conclusion

Chapter 10 Systems and Operations in the Luxury Business

Notes:

Description based upon print version of record.

Description based on online resource; title from PDF title page (ebrary, viewed February 12, 2015).

Includes bibliographical references and index.

ISBN:

9781118814321

1118814320

9780470830048

0470830042

OCLC:

902632805