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Full Product Details

Author:   Eleonora Cattaneo
Publisher:   Kogan Page Ltd
Imprint:   Kogan Page Ltd
Dimensions:   Width: 16.30cm , Height: 3.20cm , Length: 24.10cm
Weight:   0.815kg
ISBN:  

9781398606746

ISBN 10:   139860674
Pages:   360
Publication Date:   03 March 2023
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Chapter - 01: Definitions of luxury and key facets of luxury branding; Section - ONE: Luxury - a changing paradigm?; Chapter - 02: The evolving meaning of luxury brands and a framework for creating modern prestige; Chapter - 03: Luxury trends accelerated by the Covid-19 pandemic; Chapter - 04: The environmental and social impact of luxury - consumer concerns and practices; Section - TWO: Managing luxury brands today; Chapter - 05: Sustainable luxury and circular economy; Chapter - 06: Advances in digital - new opportunities for luxury retail; Chapter - 07: Developing profitable customer relationships through AI; Section - THREE: New directions in luxury branding; Chapter - 08: Luxury in the Metaverse - The five forces of value creation for luxury brands in the Metaverse; Chapter - 09: The ‘brand origin’ dilemma; Chapter - 10: The niche world of ultra-luxury brands - A unique set of customers and how to act differently to serve them; Chapter - 11: The old is the new ‘new’ - Emerging business models in the luxury field - renting and resale; Chapter - 12: Future industry developments - Experiential luxury, extreme personalization and bringing back the human factor in luxury branding;

Reviews

A powerful guide to understanding cultural trends and global patterns that will impact fashion and luxury businesses * Stephen Morgan, Managing Director, Vogue Business * For those who want to understand the current and emerging state of the luxury industry, this brilliantly researched work, written by true scholars and practitioners, is a must read. * Milton Pedraza, CEO, Luxury Institute * Provides insights into the emerging topics that the industry faces today, backed up by well-researched business cases. * Charlotte Keesing, Director Corporate Partnerships and International, Walpole * One of the most comprehensive takes on what makes the world of luxury tick. * Mickey Alam Khan, Founder, Luxury Daily * Offers an insightful perspective into the key challenges and opportunities for a sector that has specific peculiarities and has proven to be in continuous evolution. * Filippo Cavalli, Partner and Director, Style Capital SGR Spa * A must-read for anyone working in, or looking to enter, luxury brand management. * Tennille Kopiasz, Global Chief Marketing Officer, fresh/LVMH *

"""A powerful guide to understanding cultural trends and global patterns that will impact fashion and luxury businesses"" * Stephen Morgan, Managing Director, Vogue Business * ""For those who want to understand the current and emerging state of the luxury industry, this brilliantly researched work, written by true scholars and practitioners, is a must read."" * Milton Pedraza, CEO, Luxury Institute * ""Provides insights into the emerging topics that the industry faces today, backed up by well-researched business cases."" * Charlotte Keesing, Director Corporate Partnerships and International, Walpole * ""One of the most comprehensive takes on what makes the world of luxury tick."" * Mickey Alam Khan, Founder, Luxury Daily * ""Offers an insightful perspective into the key challenges and opportunities for a sector that has specific peculiarities and has proven to be in continuous evolution."" * Filippo Cavalli, Partner and Director, Style Capital SGR Spa * ""A must-read for anyone working in, or looking to enter, luxury brand management."" * Tennille Kopiasz, Global Chief Marketing Officer, fresh/LVMH *"

Author Information

Eleonora Cattaneo (ed.) is Professor of Luxury Management and Director of the MSc and Executive Masters in Luxury Brand Management at Glion Institute of Higher Education in Switzerland. Previously, she was Senior Lecturer in luxury marketing and Head of the MA in Luxury Brand Management at Regent's University London. She has extensive consulting experience and has advised global brands and leading luxury hospitality groups. The author of several publications and papers, her research interests focus on rebranding, heritage branding and sustainable luxury buying behaviour. She is based in Ticino, Switzerland.

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