The Cult of the Luxury Brand Inside Asia's Love Affair with Luxury

At last a book that arms the fashion industry with actionable insights into the psyche of the Asian luxury consumer. Written with charm and verve, the book reveals the soul of Asia in all its nuanced splendor, showing how the culture of nations shapes its people's fashion sensibilities and passion for luxury brands. -Vivienne Tam, fashion designer "In this superb book, through a series of case studies and insightful analyses, Chadha and Husband highlight new marketing tools that companies are successfully implementing to create and build the luxury cult. This is a must-read book for executives who want to build their luxury brands in the booming Asian markets." --Sunil Gupta, Professor of Marketing, Harvard Business School "A fascinating journey behind the luxury phenomenon that is shaping mass consumption in Asia. Filled with actionable insight for all marketers. Read it for pleasure and profit!" --Richard Lee, Vice President, Marketing, PepsiCo China "Fascinating. The Cult of the Luxury Brand is the first insightful exposition of this dramatic re-framing of traditional Asian values. It is full of insight and vital source material for anyone interested in understanding modern Asians." --Miles Young, Chairman of Ogilvy Mather Asia Pacific "Excellent and timely. The Asian market is red hot, and by focusing on the luxury brand, we can better understand the rapid social changes taking place in Asia today. A great topic, one that professionals in many fields want to know more about. It's happening now--and Chadha and Husband have got the story, in a way that the competition does not. It's 'hands-on', accessible, informative, professional and lively." --Dr Kaori O'Connor, University College London "Painstakingly researched and easy to read, an amazing look inside the luxury brand trade." --Ambar Brahmachary, President of JWT Japan "Well researched and highly readable, this book goes well beyond merely documenting the luxe phenomenon in Asia. It explains how cultural concepts such as guanxi, conformity and kiasu are given their spiritual edge today through the way luxury brands are used as personal props. It is a fascinating read, and adds texture and flavour to understanding how the Asian century is taking shape." --Mark Blair, author of 360 Brand in Asia and President - International Clients, Ogilvy & Mather Asia Pacific "Fascinating and informative--there is no other place in the world where luxury is the currency of power than Asia, where what you wear speaks volumes about who you are. The Cult of the Luxury Brand is a must-read for anyone who is looking to enter the retail development market in Asia, an invaluable tool in understanding the psychology of the Asian consumer." --Bertrand Pellegrin, Marketing Director of Lane Crawford "The authors have delved into the psyche and the motivations of the most fascinating consumers in the world. This book is a invaluable tool for investors and managers to understand the path ahead for luxury in Asia." --Sagra Maceira de Rosen, Managing Director of Reig Capital Luxury & Retail, former Head of Luxury Goods Equity Research, JP Morgan.