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Kapferer on Luxury

How Luxury Brands Can Grow Yet Remain Rare

Jean Noel Kapferer

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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).

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.


Einband Taschenbuch
Seitenzahl 240
Erscheinungsdatum 03.03.2015
Sprache Englisch
ISBN 978-0-7494-7436-2
Verlag Kogan Page
Maße (L/B/H) 23.4/15.6/1.3 cm
Gewicht 371 g


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  • Artikelbild-0
  • Introduction: Growth issues for luxury

    Part One How luxury is changing

    01 Sustaining the luxury dream: challenges and insights
    An industry like no other
    The future(s) of luxury
    The rise of fashion: from dream to contagion of desires
    Facing high demand and abandoning rarity
    How will China influence the dream?
    The challenges of the internet
    Against the blurring of lines: re-create the gap, transgress the codes
    Sustainable development: the future dream of luxury

    02 Abundant rarity: the key to luxury growth
    Luxury financial dream
    The many meanings of luxury
    How scarcity creates value
    From scarcity to qualitative rarity
    Introducing virtual rarity
    From craft to art: elitism for all
    The new reality of Asia: egalitarian luxury?
    Is the cult of luxury religious?
    Nurturing the symbolic power of the luxury brand
    Short-term or long-term policy?
    Conclusion and clues for entrepreneurs

    03 The artification of luxury: from artisans to artists
    The challenge of growth for luxury companies
    The radical transformation of luxury today
    How growth creates two major problems for luxury brands
    Luxury growth and the rising issue of legitimization
    Why art now? Becoming an industry
    A short history of the relationship between art and luxury
    What's in art for luxury?
    Entering new countries through art
    How artification involves all art institutions
    Involving all artists at all levels of the value chain
    The multiple media of artification
    Conclusion: an ambitious vision for luxury?

    Part Two Specific issues and challenges

    04 Luxury after the crisis: pro logo or no logo?
    From absolute to relative luxury
    Modern economics trigger status needs
    Adapting the price and logo to different segments
    Why conspicuousness will come back: it never left!
    Back to luxury?

    05 Why luxury should not delocalize: a critique of a growing tendency
    From a well-kept secret to overt announcement
    Luxury: do not confuse the concept, the sector and the business model
    Luxury brand building is about building incomparability
    Do not confuse luxury, fashion and premium business models
    The consumer opinion on delocalization
    Sustaining 'made in' as a real brand
    The challenges of non-delocalization

    06 Internet and luxury: under-adopted or ill-adapted?
    The new frontier of luxury
    Luxury and the internet: a reciprocal myopia
    Revisiting the potentialities of the web
    Clouds over the internet: the loss of control
    Adapting the luxury organization to the web
    Transforming the web to adapt to luxury

    07 Does luxury have a minimum price?: an exploratory study into consumers' psychology of luxury prices
    The elusive luxury definition
    Price and luxury
    The paradox and research question: how expensive is expensive?
    Results and insights
    Summary of the findings
    Implications for luxury price management

    08 All that glitters is not green: the challenge of sustainable luxury
    Luxury under pressure of sustainable development
    Luxury and SD share two deep concerns: rarity and beauty
    Distinguishing the luxury strategy from a fashion or premium strategy
    Luxury is by definition durable
    Why this present SD focus on luxury?
    Acting as a SD model to preserve luxury reputation
    Is SD ready for luxury standards?
    How SD needs a luxury strategy too
    Status redefined: from power to altruism
    Further reading

    Part Three The business side of luxury brands' growth

    09 Not all luxuries act alike: the distinct business models of luxury brands
    The desire for luxury
    Behind a single term, multiple business models
    What discriminant criteria differentiate business models?
    Global competition between models of luxury

    10 The LVMH-Bulgari agreement: what changes in the luxury market lead family companies to sell up?
    The Bulgari acquisition: a model for family-owned luxury brands?
    Luxury transformation: from manufacturer of rare products to creator of retail experiences
    Closing the gap with Cartier and Tiffany
    China: the capital dilemma for family-owned luxury companies
    Why the source of capital is not inconsequential
    The price of Bulgari: too high, or an accurate measurement of the financial dream?
    High growth assumptions: no brand equity dilution

    11 Developing luxury brands within luxury groups: synergies without dilution
    Luxury concentration in question
    How luxury groups grow
    Theoretical background: how groups create value
    Research objectives and methodology
    Findings of the transversal analysis
    Implications for growing luxury brands within groups