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This book shows how to build successful luxury brands using the power of sensory science and neuro-physiology. The author introduces – based on inspiring business cases like Tesla, Louis Vuitton, Chanel, Hermès, Moncler, Louboutin, or Sofitel in industries such as Fashion, Automotive or Leisure – groundbreaking scientific methods - like the Derval Color Test® taken by over 10 million people - to predict luxury shoppers’ preferences and purchasing patterns and illustrates common and unique features of successful luxury brands. Through various practical examples and experiments, readers will be…mehr
This book shows how to build successful luxury brands using the power of sensory science and neuro-physiology. The author introduces – based on inspiring business cases like Tesla, Louis Vuitton, Chanel, Hermès, Moncler, Louboutin, or Sofitel in industries such as Fashion, Automotive or Leisure – groundbreaking scientific methods - like the Derval Color Test® taken by over 10 million people - to predict luxury shoppers’ preferences and purchasing patterns and illustrates common and unique features of successful luxury brands. Through various practical examples and experiments, readers will be able to build, revamp, or expand luxury brands and look at luxury from a new angle.
Prof. Diana Derval is the Chair of the global research firm DervalResearch and owner of the luxury fashion brand Derval Paris. Award-winning inventor, and author, Diana turns fascinating neuroscientific breakthroughs into powerful business frameworks to understand and predict human behavior. She has accelerated the development of Fortune 500 firms including BMW and Louis Vuitton. Harvard Business Review contributor regularly featured in the media, Diana Derval teaches Luxury and Innovation from Paris to Shanghai.
Inhaltsangabe
Understanding Luxury Shoppers.- Identifying Profitable Markets.- Finding the Right Positioning.- Designing Luxury Brands.- Expanding Luxury Brands Internationally.- Building Iconic Brands.
1. Understanding Luxury Shoppers, UHNWIs, and the Science of Mind Reading.- 2. Profiling Luxury Shoppers, Emerging Markets, and the Sense of Vibration.- 3. Identifying Profitable Markets, eVTOLs, and the Physiology of Luxury.- 4. Turning Features into Benefits, Luxury Lifestyle, and the Sense of Motion.- 5. Creating Game-Changers, Sustainable Luxury, and Beauty OCD.- 6. Spotting the Right Positioning, Luxury Gifting, and the Sense of Colors.- 7. Designing Luxury Brands, Hard Luxury, and the Epigenetics of Success.- 8. Creating a Unique Style, Affordable Luxury, and the Magnetic Sense.- 9. Expanding Luxury Brands Internationally, Space Travel, and the Power of Defying the Elements.- 10. Reaching Luxury Shoppers, Travel Retail, and the Sense of Time.- 11. Building Iconic Luxury Brands, GenAI, and the Gift of Foresight.- 12. Finding the Right Influencers, KOLs, and the Sense of Smell.
Understanding Luxury Shoppers.- Identifying Profitable Markets.- Finding the Right Positioning.- Designing Luxury Brands.- Expanding Luxury Brands Internationally.- Building Iconic Brands.
1. Understanding Luxury Shoppers, UHNWIs, and the Science of Mind Reading.- 2. Profiling Luxury Shoppers, Emerging Markets, and the Sense of Vibration.- 3. Identifying Profitable Markets, eVTOLs, and the Physiology of Luxury.- 4. Turning Features into Benefits, Luxury Lifestyle, and the Sense of Motion.- 5. Creating Game-Changers, Sustainable Luxury, and Beauty OCD.- 6. Spotting the Right Positioning, Luxury Gifting, and the Sense of Colors.- 7. Designing Luxury Brands, Hard Luxury, and the Epigenetics of Success.- 8. Creating a Unique Style, Affordable Luxury, and the Magnetic Sense.- 9. Expanding Luxury Brands Internationally, Space Travel, and the Power of Defying the Elements.- 10. Reaching Luxury Shoppers, Travel Retail, and the Sense of Time.- 11. Building Iconic Luxury Brands, GenAI, and the Gift of Foresight.- 12. Finding the Right Influencers, KOLs, and the Sense of Smell.
Rezensionen
"The author has based this book on her research, offering readers powerful business frameworks they can use and adapt for their needs in order to understand and predict human behavior. ... I highly recommend this book to anyone interested in understanding the substrates behind the needs and choices of consumers, but also understanding our own choices - from a different point of view." (Monica Diana Olteanu, insights - Consumer Neuroscience in Business, Issue 24, September, 2018)
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