Kapferer on Luxury: How Luxury Brands Can Grow Yet Remain Rare

In an industry where rarity and exclusivity are keys to success, business growth can be both positive and negative. An unknown luxury brand with too few clients is unable to cover the considerable costs of luxury retail, but too many clients endanger the exclusivity factor and luxury experience. How fast should a firm grow and where in the world should it do so? How much volume should a brand sell? When does saturation occur? Jean-Noel Kapferer offers insights into how to address these questions and other conflicts unique to the luxury sector, along with strategies to support sustainable growth. "Kapferer on Luxury" offers a collection of carefully chosen new and popular essays by Jean-Noel Kapferer that address a specific issue relating to luxury growth. These include: sustaining the "luxury dream," the dependency on exclusivity, sustainable luxury, managing luxury brands within groups, artificiation (the process of transforming non-art into art) of luxury, and delocalization (sticking to local production).

Author: Jean-Noël Kapferer
Publisher: Kogan Page
Published: 03/28/2015
Pages: 240
Binding Type: Paperback
Weight: 0.75lbs
Size: 9.21h x 6.14w x 0.51d
ISBN13: 9780749474362
ISBN10: 074947436X
BISAC Categories:
- Business & Economics | Marketing | General
- Business & Economics | Management | General
- Business & Economics | Advertising & Promotion

About the Author
Jean-Noël Kapferer is an expert on brand management. His books The New Strategic Brand Management and The Luxury Strategy (Kogan Page) are key reference works for MBA programs worldwide. He holds the Pernod-Ricard Chair on Prestige and Luxury Management at HEC Paris. Also a consultant, he is a member of the board of a major luxury brand, and frequently gives executive seminars on luxury in Paris, China, the US, Japan, Korea and India.