Kapferer On Luxury: How Luxury Brands Can Grow Yet Remain Rare - 9780749479121

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-No?l 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

• | Author: Jean-No?l Kapferer
• | Publisher: Kogan Page
• | Publication Date: Mar 29, 2016
• | Number of Pages: 240 pages
• | Language: English
• | Binding: Hardcover/Business & Economics
• | ISBN-10: 0749479124
• | ISBN-13: 9780749479121