Noted experts offer invaluable insights into the glamorous worldof luxury retail
Luxury Retail Management is your gold-plated ticket tothe glamorous world of luxury retail. Defining all the tools thatare necessary to manage luxury stores, from the analysis oflocation and design concept, to the selection, training, andmotivation of the staff, the book covers everything you need toknow to enter, expand, understand, and succeed in the world ofluxury retail. Reaching the luxury customer is no longer the domainof the exclusive salon—the global luxury market boom and thephenomenal growth of luxury stores now views the retail sector askey to driving brand profitability. In dealing with this rapidchange, luxury brands have experienced a steep learning curve andaccumulated bags of retail expertise. And while some of the luxuryretail rules and models in this book are exclusive to the luxurymarket, many have lessons for the whole retail sector.
- Examines the essential aspects of luxury customer relationshipmanagement, personal sales, and the customer experience
- Delves into the sophisticated business models that luxurybrands have developed based on a mix of directly-operated-storesand wholesale
- Covers the management essentials—distribution, location,design, merchandising, pricing, brand promotion, and the managementagenda for success
Written by respected experts Michel Chevalier and MichelGutsatz, who lend their solid academic credentials and professionalexpertise to the subject, Luxury Retail Management asks andanswers the questions that retail professionals need to understandin order to thrive in the luxury market.
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About the Author
Michel Chevalier is an expert in luxury brand management andretailing. A consultant with EIM in Paris and a visiting professorof luxury marketing and retailing at HEC and Paris-DauphineUniversity in Paris, he is also the coauthor of Luxury BrandManagement and Luxury China, both published by Wiley.
Michel Gutsatz is an international expert in luxury brandmanagement based in Paris. The founder of The Scriptorium Company,a brand strategy agency, he advises investment funds, luxurybrands, and retailers in Europe, China, and the United States.Gutsatz developed the MBA in international luxury brand managementat ESSEC Business School, and his blog, BrandWatch(michelgutsatz.com), is an acclaimed reference in brandstrategy.
Table of Contents
Chapter 1 Luxury and Brand Power 1
Chapter 2 The Distribution Models of Luxury 15
Chapter 3 The Different Outlets of Luxury Distribution 37
Chapter 4 The Internet as a Channel of Distribution 63
Chapter 5 Luxury Store Location 83
Chapter 6 Luxury Store Concept and Design 119
Chapter 7 Luxury Store Economics 139
Chapter 8 Luxury Retail Pricing 169
Chapter 9 Customer In-Store Behavior 185
Chapter 10 The Importance of Stores in Customer RelationshipBuilding 195
Chapter 11 Building Loyalty in Luxury Brands 209
Chapter 12 Advertising and Communication 229
Chapter 13 The Future of Luxury Brand Retailing 245
Appendix Managing a Store Toolbox 257
About the Authors 295