This book looks at luxury brand management and strategy from theory to practice and presents new theoretical models and solutions for how to create and develop a worldwide luxury brand in the twenty-first century.
The book gives an overview of how a luxury brand is created through the understanding and application of economic rules and through firms adopting new management models across multiple business dimensions. It also explains the application of theories and models and illustrates specific issues through case studies drawn from international markets such as China and France. The Chinese cases provide unique opportunities and insights into how these new luxury brands were created and how they have benefited from the international market over time.
From the international brand management perspective this book is a useful reference for anyone who wants to learn more about luxury brand management and to better understand how the international market has evolved and how products may change the rules of the game.
Table of Contents
1. Clearing Up the Misunderstanding of "Luxury"
2. The Uniqueness of International Luxury Brand Strategy
3. International Luxury Brand Management
4. International Luxury Brands’ Consumer Management
5. International Luxury Brands’ Design and Creative Management
6. International Luxury Brands’ Global Marketing
7. International Luxury Brands’ Omnichannel Retail Management
8. Integrated Marketing Communication of International Luxury Brands
Pierre Xiao Lu is an international brand strategist in fashion and luxury brand business, President and Professor of the Pierre Xiao LU Institute of International Luxury Brand Strategy, Beijing, Shanghai, Paris and Milan. He is Visiting Professor at HEC Paris, ESSEC Paris-Singapore, University of Paris Dauphine, and the Catholic University of the Sacred Heart in Milan. He was also visiting scholar at Harvard Business School and MIT Sloan. He received his PhD from ESSEC Business School in Paris, and specializes in luxury brand management and luxury consumer behavior studies. He is the author of Elite China: Luxury Consumer Behavior in China and co-author of Luxury China: Market Opportunities and Potential and Quand la Chine s’ éveille au luxe, la montée en puissance des marques Chinoises.
'Chinese luxury brands are just emerging but likely to grow much more in the future and carry their own vision of what is luxury. This new book by Professor Pierre Xiao Lu takes part in this movement as it analyzes in detail the current practices of major Chinese brands pursuing a trading up objective.' — Professor Jean-Noël Kapferer, INSEEC School of Business and Economics; Co-author of The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands and Author of On Luxury: How Luxury Brands Grow Yet Remain Rare
'Pierre Xiao Lu is one of the most astute and experienced luxury brand strategists in the world, with an especially keen eye for luxury brand developments in China and Asia as a whole. International Luxury Brand Strategy reflects his many years of careful research and impactful consulting with leading luxury brands around the world. An essential read – he delves into eight key aspects of international luxury brand strategy and makes a convincing case of how luxury brands fundamentally need to be managed differently from other kinds of brands.' — Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College and Author of Strategic Brand Management