Kapferer on luxury : how luxury brands can grow yet remain rare

Description

In an industry where rarity and exclusivity are keys to success, business growth can be both positive and negative.  In this book, renowned luxury and branding expert Jean-Noël Kapferer (author of the classic New Strategic Brand Management and co-author of bestseller The Luxury Strategy) offers a collection of carefully chosen new and popular essays that address issues relating to luxury growth.  He provides answers to questions such as: how fast should a firm grow and where in the world should it do so, how much volume should a brand sell, and when does saturation occur? Essays also address:  --The challenges of sustaining luxury --The importance of remaining rare --The artification of luxury --Why luxury should not delocalize --Adapting the luxury organization to the web --An exploration into consumers’ psychology of luxury prices --The distinct business models of luxury brands