Ashok Som, Christian Blanckaert

The Road to Luxury

The Evolution, Markets, and Strategies of Luxury Brand Management

• Gebundenes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: Wiley & Sons
• 1. Auflage
• Seitenzahl: 432
• Erscheinungstermin: 30. März 2015
• Englisch
• Abmessung: 235mm x 157mm x 29mm
• Gewicht: 730g
• ISBN-13: 9780470830024
• ISBN-10: 0470830026
• Artikelnr.: 36622202

Autorenporträt

ASHOK SOM is Professor of Global Strategy in the Management Department at ESSEC Business School, Paris-Singapore. He is the founder of the India Research Center, was the Founding Associate Dean of the Global MBA program, and the founder of the Global Management Programs on Luxury and Retail Management (in partnership with Indian Institute of Management (IIM) Ahmedabad, India. CHRISTIAN BLANCKAERT is the Chairman of Petit-Bateau. He is also the Senior Advisor of Eurazeo and a board member of Moncler and Champagne Piper-Heidseick. He has previously served as Executive Vice President of Hermes International from 1996 to 2009.

Inhaltsangabe

Acknowledgments xi About the Authors xiii Prologue: The Pink Bag 1 Chapter
1: Introduction: Definition and Crisis of Luxury 5 Issues of Defining
Luxury 6 Crisis 8 The Luxury Industry 10 Reaction to the Crisis of Global
Markets 12 Effect of Crisis on the Luxury Industry 18 Strategic Response to
Crisis 20 Conclusion 25 Chapter 2: Evolution of the Global Luxury Market 29
Evolution 32 How Has It Changed? 38 Luxury Industry Trends 40 Conclusion 44
Chapter 3: Who's Who of Luxury 47 The Consumers 48 The Actors 50 Conclusion
88 Chapter 4: Branding 89 Luxury Marketing: Highly Creative and Selective
92 Cobranding: Does It Enhance Branding or Selling? 107 Brand Extensions
109 Pricing 112 Storytelling: Culture, Event, and Communication 115 Digital
Marketing 119 Discussion 129 Conclusion 130 Chapter 5: Brand Identity,
Clients, and Ethos 133 Brand Identity 134 Ethos 140 Clients 144 Discussion
149 Conclusion 153 Chapter 6: Family Houses, Corporatization, and New
Entrants 155 What Is a Family Business? 158 Family Business during Crisis
177 Family Businesses of the Future: Corporatization 178 Changes during
Transition from Family Business to Corporation 182 Entrepreneurs and New
Entrants 186 Trends and Discussion 190 Conclusion 193 Chapter 7: Management
Styles in the Luxury Industry 195 Path Dependency: Management Styles 197
Managing Paradoxes 202 Examples of Styles 210 Analysis 227 Conclusion 230
Chapter 8: Skills 235 Historical Craftsmanship 238 Entrepreneurial
Designers 240 The Sales Team 243 The Professional Managers 244 Skills
Required 245 Managing Talent 248 Conclusion 261 Chapter 9: Services: The
Point of Sale 265 Issues in Point-of-Sale 268 The Customer Dimension 269
The Service Dimension 277 Conclusion 280 Chapter 10: Systems and Operations
in the Luxury Business 285 The Challenge 286 Global Supply Chain 290
Customer Relationship Management 295 Information Technology 301 Conclusion
302 Chapter 11: Retail, Distribution, and E-Commerce 307 Channels of
Distribution 309 Travel Retail and Duty-Free Stores 324 Strategic Decisions
in Geographic Expansion 328 Online Distribution and E-Commerce 331
Conclusion 335 Chapter 12: Intellectual Property Rights and Counterfeiting
337 Counterfeiting: Issues for Luxury Brands 340 The Issue of Legality 344
Is It an Emerging Market Phenomenon? 346 Effect on a Brand 347 Examples of
Responses to Counterfeiting 350 What to Do to Prevent Counterfeiting? 353
Gray Market 362 Conclusion 364 Chapter 13: Emerging Markets and Emerging
Market Luxury Brands 367 Brazil 369 Russia 381 India 386 China 395
Strategic Actions 404 Conclusion 409 Chapter 14: The Future and Questions
to Ponder 411 Research Design, Methodology, and Data Collection 421
Bibliography 427 Index 433