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Informationen zum Autor Jean-Noel Kapferer is an internationally recognized thought leader on brands and brand management. An Emeritus professor at HEC Paris, he holds a PhD from Northwestern University (USA) and is an active consultant to many European, Asian and American corporations. He is the author of 12 books, including The New Strategic Brand Management , The Luxury Strategy and Kapferer on Luxury , all published by Kogan Page. Klappentext Kapferer on Luxury addresses the No 1 challenge of all major luxury brands today: How can these brands pursue their growth yet remain luxury? How do you reconcile growth and rarity? Kapferer on Luxury offers a selection of the most recent and insightful articles and original essays on the luxury growth challenge from Jean-Noel Kapferer! a world-renowned luxury analyst and co-author of the reference book The Luxury Strategy. Each chapter addresses a specific issue relating to the luxury growth challenge such as sustaining the 'luxury dream'! adapting the internet to luxury demands! re-widening the gap with premium brands' competition! facing the demand of the Chinese clients! the importance of non-delocalization! rising sustainable quality and experiential standards! developing real luxury services and managing luxury brands within groups without diluting their equity and more. As such! Kapferer on Luxury is the perfect and timely resource for luxury executives! communication managers! luxury observers and advanced students willing to deepen their understanding of this major luxury challenge. Includes recent and authoritative international research into the basis of the luxury dream and a fresh approach to the specific obstacles to perceived exclusivity posed by the Internet Zusammenfassung Get expert insight into the unique challenges faced by the luxury sector and learn how to tackle them with this authoritative guide to luxury branding. Inhaltsverzeichnis 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?Is the cult of luxury religious? Nurturing the symbolic power of the luxury brand Short-term or long-term policy? Conclusion and clues for entrepreneurs References 03 The artification of luxury: from artisans to artists The challenge of growth for luxury companies The radical transformation of luxury today How growth creates two major problems for luxury brands Luxury growth and the rising issue of legitimization Why art now? Becoming an industry A short history of the relationship between art and luxury What's in art for luxury? Entering new countries through art How artification involves all art institutions Involving all artists at all levels of the value chain The multiple media of artification Conclusion: an ambitious vision for luxury? References Part Two Specific issues and challenges 04 Luxury after the crisis: pro logo or no logo? From absolute to relative luxury Modern economics trigger status needsAdapting the price and logo to different segments Why conspicuousness will come back: it never left! Back to luxury? References 05 Why luxury should not delo...
