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Kapferer on Luxury: How Luxury Brands can Grow Yet Remain Rare, by Jean-Noël Kapferer
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In an industry where rarity and exclusivity are keys to success, business growth can be both positive and negative. In this book, renowned luxury and branding expert Jean-Noël Kapferer (author of the classic New Strategic Brand Management and co-author of bestseller The Luxury Strategy) offers a collection of carefully chosen new and popular essays that address issues relating to luxury growth. He provides answers to questions such as: how fast should a firm grow and where in the world should it do so, how much volume should a brand sell, and when does saturation occur? Essays also address:
--The challenges of sustaining luxury
--The importance of remaining rare
--The artification of luxury
--Why luxury should not delocalize
--Adapting the luxury organization to the web
--An exploration into consumers’ psychology of luxury prices
--The distinct business models of luxury brands
- Published on: 2016-03-28
- Original language: English
- Dimensions: 9.00" h x .55" w x 6.00" l, 1.13 pounds
- Binding: Hardcover
- 240 pages
Review
"getAbstract recommends his insights to students of economic trends as well as luxury brand investors, managers, marketers and sellers." (getAbstract, Inc.)
About the Author
Jean-Noël Kapferer is an expert on brand management. His books The New Strategic Brand Management and The Luxury Strategy (Kogan Page) are key reference works for MBA programs worldwide. He holds the Pernod-Ricard Chair on Prestige and Luxury Management at HEC Paris. Also a consultant, he is a member of the board of a major luxury brand, and frequently gives executive seminars on luxury in Paris, China, the US, Japan, Korea and India.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Good information on Luxury
By Sable
This is a very nice read on luxury brands and how they sustain their place through unique and strong branding.
2 of 2 people found the following review helpful.
Thoughtful
By Autamme_dot_com
Luxury brands are often in a difficult position. They can sell desirable products at a high price with a deliberately constrained level of supply. It can be tempting to add more inventory to squeeze out even more revenue and profit, yet where do you draw the line. Is it worth risking your luxury brand and position by sliding towards commoditisation?
The author takes a specialised, focussed look at this thorny issue, hopefully guiding the reader towards the ideal balance. Even to the outsider, this can be a fascinating subject to consider, although the book’s price might mean it is less of an impulse buy to the information-curious. If you have a practical business need for this kind of information and thoughts you won’t even think about the price.
Written as a series of essays, the author considers many different issues such as brand sustainability, transforming product positioning, logos, pricing and marketing exclusivity.
You don’t need to work within a luxury brand sector-company to get a lot of benefit out of the book. You just need to leave yourself enough time to think about the points raised by the author and really maximise the benefits of his counsel. A lot of the author’s thinking can be applied universally if you try hard enough.
1 of 1 people found the following review helpful.
Research-based book on the luxury model
By Audrey AS
What I love about this book is that it is "Kapferer" on luxury, and not just another book on the trendy topic of luxury. And what does this mean? It means, I believe, a book where concepts are explained and used in a neat and clean fashion, disentangled from adjacent concepts. Luxury is different from premium, and from fashion. This book also a fantastic read for anyone who wants to understand what is the luxury model, from all the perspectives: marketing, of course, but also from a corporate strategy point of view. It appears that understanding luxury is not only about understanding what it represents for the consumers, and why consumers love luxury products, but it is also about grasping that luxury is an industry, as well as an economic model, with its rules and results. And to grow a luxury business, a company has yet to remain rare. How can they achieve that? Read the book and you'll understand!
I also enjoyed reading about the relationship between luxury and arts. It is very well thought: "Art reinforces [luxury brands'] symbolic authority", and it helps all the industry "downplay the social stratification motivation of consumer demand and to foster more humanistic motivations, such as [...] tradition, culture, [...] creativity, and timelessness."
This book is based on research and that makes it a very unique read, for researchers and practitioners alike.
I enjoyed reading it and learned a lot from it.
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