Luxury Brand Management: A World of Privilege [NOOK Book]

Overview

"Luxury Brand Management: A World of Privilege includes facts and figures never collected before which can help readers understand the main challenges of the luxury industry."
—Christian Blanckaert, Chairman of Petit Bateau and Advisor to the EPI Group

"This book combines theory and practice. It is pragmatic, well illustrated, and has solid conceptual foundations. Building on their own extensive and international professional experience in luxury brand management, the authors ...

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Luxury Brand Management: A World of Privilege

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Overview

"Luxury Brand Management: A World of Privilege includes facts and figures never collected before which can help readers understand the main challenges of the luxury industry."
—Christian Blanckaert, Chairman of Petit Bateau and Advisor to the EPI Group

"This book combines theory and practice. It is pragmatic, well illustrated, and has solid conceptual foundations. Building on their own extensive and international professional experience in luxury brand management, the authors describe and demonstrate that management and creativity can coexist and reinforce each other. Luxury Brand Management is both timely and useful."
—Christian Pinson, Emeritus Professor of Marketing INSEAD, Fontainebleau, France

"Luxury Brand Management is very ambitious and it meets its goals."
—Françoise Montenay, Former President of Chanel SAS, Paris

"There is no business like luxury where the brand manager's role is so essential and nearly an art, as it tries to blend the magic and the apparent irrationality of the creative process with the logic and reasoning of marketing and business requirements. The authors are the first to analyze these aspects and suggest the required comprehensive tools. A must-read for managers who want to succeed in this fascinating profession."
—Carlo Valerio, Chief Executive Officer Istituto Europeo di Design, Milan

"Chevalier and Mazzalovo have written a masterful work to redefine luxury as it fits into the lifestyle of the wealthy and the newly wealthy. They have developed the concepts as well as the creative practices of luxury marketing to demonstrate the multi-channel process of 'luxury brand management.' This book provides a proactive experience in strategic business thinking."
—Dr. Arthur A. Winters, Professor Emeritus & Professor Peggy Fincher Winters, Fashion Institute of Technology State University of New York

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Product Details

  • ISBN-13: 9781118171790
  • Publisher: Wiley
  • Publication date: 5/18/2012
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 2
  • Pages: 320
  • Sales rank: 428,510
  • File size: 6 MB

Meet the Author

MICHEL CHEVALIER is an expert in luxury brand management and retailing. A consultant with EIM in Paris and a visiting professor of luxury marketing and retailing at HEC and Paris-Dauphine University in Paris, he is also the coauthor of Luxury Retail Management and Luxury China, both published by Wiley.

GÉRALD MAZZALOVO is Managing Partner at Aravis S.A., a private equity firm active in luxury brands. He is also visiting Professor at Instituto de Empresa (Madrid), Université Paris-Dauphine, and Université Lumière in Lyon. A former consultant at Arthur Andersen, he has held the positions of president or CEO at luxury companies such as Ferragamo, Loewe, Bally, and Clergerie, and has consulted many multinational firms such as Pininfarina on strategic brand management. He is the author of the book Brand Aesthetics and coauthor of the book Pro Logo.

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Table of Contents

Introduction xv

CHAPTER 1 The Concept of Luxury 1

CHAPTER 2 Specificities of the Luxury Industry 27

CHAPTER 3 Major Luxury Sectors 51

CHAPTER 4 The Power of the Luxury Brand 91

CHAPTER 5 The Luxury Client 117

CHAPTER 6 Brand Analytical Tools 139

CHAPTER 7 Managing Creation 189

CHAPTER 8 Communication 215

CHAPTER 9 International Distribution 241

CHAPTER 10 Retailing 261

CHAPTER 11 Licensing Strategy 285

CONCLUSION 303

Index 307

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