The globalization of the world’s markets has forced luxury brands to, in turn, become global and accessible in many developing countries and emerging markets. As a result, the demand for these luxury products has increased globally, creating a need for an education in luxury that acknowledges the global perspective yet, at the same time, incorporates subtle regional nuances into luxury and fashion marketing.
Keeping this global and regional perspective, Luxury and Fashion Marketing: The Global Perspective examines the elements of luxury marketing that contribute to superior luxury brand performance. Specifically, this volume focuses on mission statements, logos, airport retailing, franchising, challenges in luxury marketing, fashion relating to politics, environment, and beachwear, and case studies on luxury brands and emerging markets.
Luxury and Fashion Marketing: The Global Perspective is unique in that it is written in a simple and engaging style to explain the theories and concepts of luxury in relation to the ordinary in the global context. Each chapter has to-do activities, making the book essential reading for students, trainers, and practitioners interested in luxury and fashion marketing and management.
Table of Contents
1. Introduction. PART I. Luxury Marketing. 2. Mission Statements. 3. Logos. 4. Airport Retailing and Franchising. 5. Contemporary Marketing. 6. Challenges in Luxury Marketing. PART II. Fashion Marketing. 7. Fashion Marketing. 8. Fad, Fashion, and the Indian Consumer. PART III. Cases on Emerging Luxury Markets. 9. Colombia. 10. Indonesia. 11. Vietnam. 12. South Africa. PART IV. Cases on Luxury Brands. 13. Apple. 14. BMW. 15. Burberry. 16. Gucci. 17. Conclusion
Dr. Satyendra Singh is an international business consultant and a professor of marketing and international business at the University of Winnipeg, Canada.
“An extremely well-written and insightful book about two booming markets: luxury and fashion. With a clear structure and a perfect balance between theory and practice, this book represents a source of great ideas and deeper understanding for students, marketers, entrepreneurs, and consumers.” Dr. Calin Gurau, Professor of Marketing, Montpellier Business School, France
“This book has indeed interesting ideas. The global perspective on luxury and fashion, combined with cases on brands and emerging markets makes the book an interesting read for luxury students, academics, and practitioners.” Dr. Koichi Nakagawa, Professor of Economics, Osaka University, Japan
“An interesting book on a timely topic in luxury and fashion. It will certainly add much value to the luxury and fashion world in emerging markets across the globe.” Dr. Mornay Roberts-Lombard, Professor of Marketing, University of Johannesburg, South Africa