The Road to Luxury

Book description

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.

Table of contents

  1. Title Page
  2. Copyright
  3. Dedication
  4. Acknowledgments
  5. About the Authors
  6. Prologue: The Pink Bag
  7. Chapter 1: Introduction: Definition and Crisis of Luxury
    1. Issues of Defining Luxury
    2. Crisis
    3. The Luxury Industry
    4. Reaction to the Crisis of Global Markets
    5. Effect of Crisis on the Luxury Industry
    6. Strategic Response to Crisis
    7. Conclusion
  8. Chapter 2: Evolution of the Global Luxury Market
    1. Evolution
    2. How Has It Changed?
    3. Luxury Industry Trends
    4. Conclusion
  9. Chapter 3: Who's Who of Luxury
    1. The Consumers
    2. The Actors
  10. Chapter 4: Branding
    1. Luxury Marketing: Highly Creative and Selective
    2. Cobranding: Does It Enhance Branding or Selling?
    3. Brand Extensions
    4. Pricing
    5. Storytelling: Culture, Event, and Communication
    6. Digital Marketing
    7. Discussion
    8. Conclusion
  11. Chapter 5: Brand Identity, Clients, and Ethos
    1. Brand Identity
    2. Ethos
    3. Clients
    4. Discussion
    5. Conclusion
  12. Chapter 6: Family Houses, Corporatization, and New Entrants
    1. What Is a Family Business?
    2. Family Business during Crisis
    3. Family Businesses of the Future: Corporatization
    4. Changes during Transition from Family Business to Corporation
    5. Entrepreneurs and New Entrants
    6. Trends and Discussion
    7. Conclusion
  13. Chapter 7: Management Styles in the Luxury Industry
    1. Path Dependency: Management Styles
    2. Managing Paradoxes
    3. Examples of Styles
    4. Analysis
    5. Conclusion
  14. Chapter 8: Skills
    1. Historical Craftsmanship
    2. Entrepreneurial Designers
    3. The Sales Team
    4. The Professional Managers
    5. Skills Required
    6. Managing Talent
    7. Conclusion
  15. Chapter 9: Services: The Point of Sale
    1. Issues in Point-of-Sale
    2. The Customer Dimension
    3. The Service Dimension
    4. Conclusion
  16. Chapter 10: Systems and Operations in the Luxury Business
    1. The Challenge
    2. Global Supply Chain
    3. Customer Relationship Management
    4. Information Technology
    5. Conclusion
  17. Chapter 11: Retail, Distribution, and E-Commerce
    1. Channels of Distribution
    2. Travel Retail and Duty-Free Stores
    3. Strategic Decisions in Geographic Expansion
    4. Online Distribution and E-Commerce
    5. Conclusion
  18. Chapter 12: Intellectual Property Rights and Counterfeiting
    1. Counterfeiting: Issues for Luxury Brands
    2. The Issue of Legality
    3. Is It an Emerging Market Phenomenon?
    4. Effect on a Brand
    5. Examples of Responses to Counterfeiting
    6. What to Do to Prevent Counterfeiting?
    7. Gray Market
    8. Conclusion
  19. Chapter 13: Emerging Markets and Emerging Market Luxury Brands
    1. Brazil
    2. Russia
    3. India
    4. China
    5. Strategic Actions
    6. Conclusion
  20. Chapter 14: The Future and Questions to Ponder
  21. Research Design, Methodology, and Data Collection
    1. Methodology
    2. Data Collection and Analysis
  22. Bibliography
  23. Index
  24. End User License Agreement

Product information

  • Title: The Road to Luxury
  • Author(s): Ashok Som, Christian Blanckaert
  • Release date: March 2015
  • Publisher(s): Wiley
  • ISBN: 9780470830024