Luxury - Concepts, Facts, Markets and Strategies

A thorough, comprehensive guide to the luxury goods industry for executives, entrepreneurs, and students interested to know about the luxury business
 
As key new luxury markets like Asia, Latin America and Africa continue to expand, The Road to Luxury: The Evolution, Markets and Strategies of Luxury Brand Management gives professionals interested in the industry a holistic understanding of luxury market dynamics around the world using stories, experiences, 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 by leading figures in the field
* Includes rigorous academic data, including information on the business attractiveness and appropriateness of various country markets
* Examines strategies and success factors of key players, and insight into the systems and operations, retail, distribution and e-commerce, emerging markets and emerging brands, as well as management styles
 
For professionals in the luxury industry, as well as those studying it or investing in it, The Road to Luxury presents a complete and information-packed resource covering virtually every aspect of this growing sector.

Sommario

Acknowledgments xi
 
About the Authors xiii
 
Prologue: The Pink Bag 1
 
Chapter 1: Introduction: Definition and Crisis of Luxury 5
 
Issues of Defining Luxury 6
 
Crisis 8
 
The Luxury Industry 10
 
Reaction to the Crisis of Global Markets 12
 
Effect of Crisis on the Luxury Industry 18
 
Strategic Response to Crisis 20
 
Conclusion 25
 
Chapter 2: Evolution of the Global Luxury Market 29
 
Evolution 32
 
How Has It Changed? 38
 
Luxury Industry Trends 40
 
Conclusion 44
 
Chapter 3: Who's Who of Luxury 47
 
The Consumers 48
 
The Actors 50
 
Conclusion 88
 
Chapter 4: Branding 89
 
Luxury Marketing: Highly Creative and Selective 92
 
Cobranding: Does It Enhance Branding or Selling? 107
 
Brand Extensions 109
 
Pricing 112
 
Storytelling: Culture, Event, and Communication 115
 
Digital Marketing 119
 
Discussion 129
 
Conclusion 130
 
Chapter 5: Brand Identity, Clients, and Ethos 133
 
Brand Identity 134
 
Ethos 140
 
Clients 144
 
Discussion 149
 
Conclusion 153
 
Chapter 6: Family Houses, Corporatization, and New Entrants 155
 
What Is a Family Business? 158
 
Family Business during Crisis 177
 
Family Businesses of the Future: Corporatization 178
 
Changes during Transition from Family Business to Corporation 182
 
Entrepreneurs and New Entrants 186
 
Trends and Discussion 190
 
Conclusion 193
 
Chapter 7: Management Styles in the Luxury Industry 195
 
Path Dependency: Management Styles 197
 
Managing Paradoxes 202
 
Examples of Styles 210
 
Analysis 227
 
Conclusion 230
 
Chapter 8: Skills 235
 
Historical Craftsmanship 238
 
Entrepreneurial Designers 240
 
The Sales Team 243
 
The Professional Managers 244
 
Skills Required 245
 
Managing Talent 248
 
Conclusion 261
 
Chapter 9: Services: The Point of Sale 265
 
Issues in Point-of-Sale 268
 
The Customer Dimension 269
 
The Service Dimension 277
 
Conclusion 280
 
Chapter 10: Systems and Operations in the Luxury Business 285
 
The Challenge 286
 
Global Supply Chain 290
 
Customer Relationship Management 295
 
Information Technology 301
 
Conclusion 302
 
Chapter 11: Retail, Distribution, and E-Commerce 307
 
Channels of Distribution 309
 
Travel Retail and Duty-Free Stores 324
 
Strategic Decisions in Geographic Expansion 328
 
Online Distribution and E-Commerce 331
 
Conclusion 335
 
Chapter 12: Intellectual Property Rights and Counterfeiting 337
 
Counterfeiting: Issues for Luxury Brands 340
 
The Issue of Legality 344
 
Is It an Emerging Market Phenomenon? 346
 
Effect on a Brand 347
 
Examples of Responses to Counterfeiting 350
 
What to Do to Prevent Counterfeiting? 353
 
Gray Market 362
 
Conclusion 364
 
Chapter 13: Emerging Markets and Emerging Market Luxury Brands 367
 
Brazil 369
 
Russia 381
 
India 386
 
China 395
 
Strategic Actions 404
 
Conclusion 409
 
Chapter 14: The Future and Questions to Ponder 411
 
Research Design, Methodology, and Data Collection 421
 
Bibliography 427
 
Index 433

Info autore

ASHOK SOM is Professor of Global Strategy in the Management Department at ESSEC Business School, Paris-Singapore. He is the founder of the India Research Center, was the Founding Associate Dean of the Global MBA program, and the founder of the Global Management Programs on Luxury and Retail Management (in partnership with Indian Institute of Management (IIM) Ahmedabad, India. CHRISTIAN BLANCKAERT is the Chairman of Petit-Bateau. He is also the Senior Advisor of Eurazeo and a board member of Moncler and Champagne Piper-Heidseick. He has previously served as Executive Vice President of Hermes International from 1996 to 2009.

Riassunto

Suitable for industry insiders and executives, this book presents useful data with which to craft successful business strategies. It includes academic data, with information on the business attractiveness and appropriateness of various country markets. It examines strategies and success factors of key players, and more.

Dettagli sul prodotto

• Autori: Christian Blanckaert, SOM, Asho Som, Ashok Som, Ashok Blanckaert Som
• Editore: Wiley, John and Sons Ltd
• Lingue: Inglese
• Formato: Copertina rigida
• Pubblicazione: 23.04.2013
• EAN: 9780470830024
• ISBN: 978-0-470-83002-4
• Pagine: 256
• Categoria: Scienze sociali, diritto, economia > Economia > Pubblicità, marketing