Real Luxury: How Luxury Brands Can Create Value for the Long Term

Real Luxury: How Luxury Brands Can Create Value for the Long Term

by M. Pinkhasov, R. Nair
Real Luxury: How Luxury Brands Can Create Value for the Long Term

Real Luxury: How Luxury Brands Can Create Value for the Long Term

by M. Pinkhasov, R. Nair

Paperback(1st ed. 2014)

$54.99 
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Overview

Real Luxury examines what a 'luxury brand' is from economic, sociological and psychological standpoints. It spells out the challenges the industry is facing and puts forward a new, practical model aimed at reviving and protecting luxury brands, based on the authors' hands-on experience in the industry.

Product Details

ISBN-13: 9781349484232
Publisher: Palgrave Macmillan UK
Publication date: 01/01/2014
Edition description: 1st ed. 2014
Pages: 228
Product dimensions: 5.51(w) x 8.50(h) x (d)

About the Author

Misha Pinkhasov has worked in international communications, public policy, financial markets, branding and media for 16 years. He worked as a communications manager at the OECD for nine of those years and has consulted for private firms. As a writer, he covers luxury, culture and socially responsible business for consumer and trade magazines in the US, UK, France and Russia, and has spoken on these topics to corporate and conference groups. Misha holds an MBA in International Luxury Brand Management from ESSEC Business School in Paris and a Bachelor's in Consumer Economics from Cornell University in New York.

Rachna Joshi Nair has worked in the luxury, apparel and hospitality industries for 20 years, spanning both Eastern and Western cultures. During her tenure at Louis Vuitton, Rachna implemented business strategies through forecasting, product development, sourcing, merchandising, market entry, retail, and customer relationship management. She has spoken at international conferences in Europe and India about future challenges for luxury, and has provided cultural and brand training to the world's leading luxury companies. She holds an MBA in International Luxury Brand Management from ESSEC Business School in Paris.

Together, they are the co-founders of NAIR-SAFIR, strategy consultants helping companies integrate shared-value thinking into their corporate culture and communications.

Table of Contents

Introduction 1. A Dilemma Across Time and Culture 2. The Strengths and Weaknesses of Luxury 3. The Environment for Luxury 4. Luxury and the Search for Meaning 5. Towards a Socially Valuable Business 6. Creating a Culture of Shared Value 7. Adapting the Business Model 8. The Outlook for Luxury
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