This book provides a comprehensive overview of the key themes surrounding luxury brand management and the core issues faced by luxury firms today. The luxury industry has undergone a series of dynamic changes in the past twenty years. Economic trends, digital transformation, and changing consumer habits are creating a new competitive landscape where traditional strategies will not necessarily provide continued growth and profitability.
Approaching luxury from a realistic brand management perspective, this book works step-by-step through a typical luxury course structure, covering sustainability, heritage, emerging brands, digital marketing and analytics, curation, intellectual property, and start-ups. Each chapter is illustrated by a relevant international case study and further examples, as well as reflective questions to help gain insight from contemporary practice.
With additional PowerPoint slides and a test bank of questions available online, this comprehensive textbook should be core reading for postgraduate students studying luxury brand management or luxury strategy.
Chapter 1: Luxury Throughout History
Chapter 2: Luxury Start-Ups
Zubin Sethna and Rebecca Fakoussa
Chapter 3: Contemporary People Issues in Luxury Brand Management
Stephen Ellis and Thomas Smit
SECTION 2: LUXURY PRODUCTS
Chapter 4: Legal Protection for Luxury Goods and the Counterfeiting Challenge
Chapter 5: The Case of the Wine Experience
Chapter 6: Luxury and Sustainability
SECTION 3: DIGITAL BUSINESS
Chapter 7: Social Media Marketing in Luxury Brand Management
Chapter 8: Digital Marketing and Analytics for Luxury Brands
Sylvie Studente and Bhavini Desai
Chapter 9: The Future of Commerce with Digital Business
Patrice Seuwou and Vincent F. Adegoke
"A very useful text for any luxury brand management student, or luxury practitioner, interested in increasing their knowledge in contemporary luxury issues and the evolving luxury consumer" - Debbie Pinder, University of Southampton, UK
"A good blend of practical and theoretical focus with new conceptual ideas to provide a multi-angle and comprehensive examination of the challenges of current luxury strategies." - Nastaran N Richards-Carpenter, Programme Director of Luxury Brand Management, Richmond University, UK