Description
Book SynopsisThis book provides a comprehensive overview of the key themes surrounding luxury brand management and the core issues faced by luxury firms today. The luxury industry has undergone a series of dynamic changes in the past twenty years. Economic trends, digital transformation, and changing consumer habits are creating a new competitive landscape where traditional strategies will not necessarily provide continued growth and profitability.
Approaching luxury from a realistic brand management perspective, this book works step-by-step through a typical luxury course structure, covering sustainability, heritage, emerging brands, digital marketing and analytics, curation, intellectual property, and start-ups. Each chapter is illustrated by a relevant international case study and further examples, as well as reflective questions to help gain insight from contemporary practice.
With additional PowerPoint slides and a test bank of questions available online, this comprehensive text
Trade Review
"A very useful text for any luxury brand management student, or luxury practitioner, interested in increasing their knowledge in contemporary luxury issues and the evolving luxury consumer" - Debbie Pinder, University of Southampton, UK
"A good blend of practical and theoretical focus with new conceptual ideas to provide a multi-angle and comprehensive examination of the challenges of current luxury strategies." - Nastaran N Richards-Carpenter, Programme Director of Luxury Brand Management, Richmond University, UK
Table of ContentsSECTION 1: PEOPLE AND HISTORY Chapter 1: Luxury Throughout History Chapter 2: Luxury Start-Ups Chapter 3: Contemporary People Issues in Luxury Brand Management SECTION 2: LUXURY PRODUCTS Chapter 4: Legal Protection for Luxury Goods and the Counterfeiting Challenge Chapter 5: The Case of the Wine Experience Chapter 6: Luxury and Sustainability SECTION 3: DIGITAL BUSINESS Chapter 7: Social Media Marketing in Luxury Brand Management Chapter 8: Digital Marketing and Analytics for Luxury Brands Chapter 9: The Future of Commerce with Digital Business
