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

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

Kapferer on Luxury addresses the No 1 challenge of all major luxury brands today: How can these brands pursue their growth yet remain luxury? How do you reconcile growth and rarity?<br />Kapferer on Luxury offers a selection of the most recent and insightful articles and original essays on the luxury growth challenge from Jean-No«l Kapferer, a world-renowned luxury analyst and co-author of the reference book The Luxury Strategy. <br />Each chapter addresses a specific issue relating to the luxury growth challenge such as sustaining the 'luxury dream', adapting the internet to luxury demands, re-widening the gap with premium brands' competition, facing the demand of the Chinese clients, the importance of non-delocalization, rising sustainable quality and experiential standards, developing real luxury services and managing luxury brands within groups without diluting their equity and more.<br />As such, Kapferer on Luxury is the perfect and timely resource for luxury executives, communication managers, luxury observers and advanced students, willing to deepen their understanding of this major luxury challenge.