This book addresses the No 1 challenge of all major luxury brands today: How can these brands pursue their growth yet remain luxury? How do you reconcile growth and rarity? Kapferer on Luxury offers a selection of the most recent and insightful articles and original essays on the luxury growth challenge from Jean-Noel Kapferer, a world-renowned luxury analyst. Each chapter addresses a specific issue relating to the luxury growth challenge such as sustaining the 'luxury dream', adapting the internet to luxury demands, re-widening the gap with premium brands' competition, and the importance of non-delocalization. It also explores in detail facing the demand of the Chinese clients, rising sustainable quality and experiential standards, developing real luxury services and managing luxury brands within groups without diluting their equity and more. As such, Kapferer on Luxury is the perfect and timely resource for luxury executives, communication managers, luxury observers and advanced students willing to deepen their understanding of this major luxury challenge.

Addresses the need to demonstrate growth in the face of the many unique challenges to the luxury sector Offers expert strategies that help sustain luxury growth at higher volumes without risking dilution Includes recent and authoritative international research into the basis of the luxury dream and a fresh approach to the specific obstacles to perceived exclusivity posed by the Internet

About the Author
Jean-Noel Kapferer is one of world's foremost thought leaders on luxury and its brands. An active researcher, HEC Paris graduate and PhD-holder from Northwestern University's Kellogg Business School (USA), Kapferer is co-author of The Luxury Strategy and The New Strategic Brand Management and has written many seminal articles. He is a sought after speaker, leading seminars on luxury all around the world at institutions such as HEC Paris, Tsing Hua University Beijing, Seoul Luxury Business Institute and LBI Shanghai. He is also advisor to the president of Inseec Business School (Paris).

Reviews
"Kapferer strikes a powerful balance between marketing theory and the real world making it an accessible read....Kapferer is the authority on luxury branding. His work spans decades and he's partnered with an enviable number of researchers and authors." * John King, Head of Marketing at Asons Solicitors, for the Legal Support Network *
"getAbstract recommends his insights to students of economic trends as well as luxury brand investors, managers, marketers and sellers." * getAbstract, Inc. *



Book Information
ISBN 9780749474362
Author Jean-Noel Kapferer
Format Paperback
Page Count 240
Imprint Kogan Page Ltd
Publisher Kogan Page Ltd
Weight(grams) 257g
Dimensions(mm) 198mm * 130mm * 18mm