Designing Luxury Brands

Description

This book shows how to build successful luxury brands using the power of sensory science and neuro-physiology. The author introduces – based on inspiring business cases like Tesla, Louis Vuitton, Chanel, Hermès, Moncler, Louboutin, or Sofitel in industries such as Fashion, Automotive or Leisure – groundbreaking scientific methods - like the Derval Color Test® taken by over 10 million people - to predict luxury shoppers’ preferences and purchasing patterns and illustrates common and unique features of successful luxury brands. Through various practical examples and experiments, readers will be able to build, revamp, or expand luxury brands and look at luxury from a new angle. Front Matter ....Pages i-xxii Understanding Luxury Shoppers (Diana Derval)....Pages 1-26 Identifying Profitable Markets (Diana Derval)....Pages 27-50 Finding the Right Positioning (Diana Derval)....Pages 51-76 Designing Luxury Brands (Diana Derval)....Pages 77-104 Expanding Luxury Brands Internationally (Diana Derval)....Pages 105-136 Building Iconic Brands (Diana Derval)....Pages 137-158 Back Matter ....Pages 159-170