Luxury brand management a world of privilege
The definitive guide to managing a luxury brand, newly revised and updated What defines a luxury brand? Traditional wisdom suggests that it's one that's selective and exclusive-to such a degree that only one brand can exist within each retail category (automobiles, fragrances, cosmetics, e...
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
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Singapore :
John Wiley & Sons Singapore
2012.
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| Edición: | 2nd ed |
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| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627678906719 |
Tabla de Contenidos:
- Luxury Brand Management: A World of Privilege; Contents; Introduction; Chapter 1: The Concept of Luxury; A Problematic Definition; The Paradox of Contemporary Luxury; Chronicle of a Semantic Evolution; Modern Dispersion; Etymology and Transformations; The Advent of Intermediate Luxury; Classification of Existing Definitions; Perceptual Approaches; Productive Approaches; Social and Individual Aspects; The Brand and Its Manifestations; Luxury Values; The Three Scales; The Semiotic Square of Consumption Values; True Luxury, Intermediate Luxury; Eccentric Luxury; Reasonable Luxury
- Authentic LuxuryLuxury, Being and Appearing; The Square of Veracity; Five Sources of Legitimacy; Conclusion; Notes; Chapter 2: Specificities of the Luxury Industry; What Is So Different About the Luxury Goods Industry?; Company Size; Sales Figures Are Difficult to Compare; Limited Number of Staff; Financial Characteristics; A Very High Break-Even; A Limited Cash Need; Time Frame; The Fashion Cycle; Turnaround Time; The Key to Success in Luxury Goods; The Need for a Strong Name; Brand Extension and Legitimacy; Identifiable Products; The Primacy of Design; The Raison d'Être
- The Social and Cultural EnvironmentKeeping Up with Social Trends; The Response to Changing Trends; The Major Operators; What Is the Size of the Luxury Market?; Oligopoly or Open Market?; The Big Three Corporations; LVMH; Richemont; PPR Gucci; Can the Single-Brand Company Survive?; Note; Chapter 3: Major Luxury Sectors; Ready-to-Wear Activities; The Fashion Business and Its Operation; The Players; How to Develop a Brand; How to Make Money; Key Management Issues; The Creative Process; A Worldwide Presence; Why Is It Difficult to Make Money?; The Most Common Organizational Structure
- Perfumes and CosmeticsThe Market; Consumer Expectations; Product Types; The Financial Aspect; The Major Operators; The Major Brands; The Major Corporations; Is There Room for Outsiders?; Key Management Issues; Sophisticated Marketing; Worldwide Advertising and Promotion; Managing Distribution Networks; Organizational Structures; Wines and Spirits; The Wine and Spirits Market; The Brown Products; The White Products; Champagnes; Other Categories; The Major Operators; The Major Brands; The Major Corporations; Key Management Issues; Dealing with Mass Merchandisers
- The Need for a Worldwide StructureFinancing Inventories; The Need for Pull Marketing; Organizational Structures; The Watch and Jewelry Market; The Market; The Jewelry Market; The Watch Market; The Major Operators; The Jewelry Brands; The Watch Brands; Key Management Issues; Retail versus Wholesale; Pricing and Product Lines; The Risk of the Major Customer; Organizational Structures; The Leather Goods Market; The Market; Ladies' Handbags; Luggage; Small Leather Goods; The Major Operators; Key Management Issues; The World of Hotels and Hospitality; Conclusion
- Chapter 4: The Power of the Luxury Brand
