Efnisyfirlit

• Cover
• Title Page
• Contents
• Introduction
• PART ONE   Back to luxury fundamentals
  • 01   In the beginning there was luxury
    • A brief history of luxury
    • The 20th century and the democratization of luxury
    • Luxury, the individual and society
    • Positioning of luxury in our present-day society
    • Money, fashion, art and luxury: boundaries and ambiguities
    • Luxury: learning from religion and art
  • 02   The end of a confusion: premium is not luxury
    • The multiple approaches to the concept of luxury
    • Denying the specificity of luxury
    • There is no continuous movement from premium to luxury
    • It is not easy to exit luxury through a ‘downwards’ strategy
    • From where has the current confusion arisen?
    • Towards a definition of luxury
    • Exiting the confusion: the case of the car
    • Relativity of luxury in cars
    • Is automobile luxury the pursuit of perfection?
    • Top-of-the-range, upper-premium and luxury cars
    • The luxury car: creation, mythical models and social prestige
    • What link does luxury have with technology?
    • The constituents of the myth of the luxury car
    • Luxury and expressions of national identity
    • Beyond the product: services and privileges
    • The magic of cult objects: licences and boutiques
  • 03   Anti-laws of marketing
    •  1 Forget about ‘positioning’, luxury is not comparative
    •  2 Does your product have enough flaws?
    •  3 Do not pander to your customers’ wishes
    •  4 Keep non-enthusiasts out
    •  5 Do not respond to rising demand
    •  6 Dominate the client
    •  7 Make it difficult for clients to buy
    •  8 Protect clients from non-clients, the big from the small
    •  9 The role of advertising is not to sell
    • 10 Communicate to those you are not targeting
    • 11 The presumed price should always seem higher than the actual price
    • 12 Luxury sets the price, price does not set luxury
    • 13 Raise your prices as time goes on in order to increase demand
    • 14 Keep raising the average price of the product range
    • 15 Do not sell
    • 16 Keep stars out of your advertising
    • 17 Cultivate closeness to the arts for initiates
    • 18 Do not relocate your factories
    • 19 Do not hire consultants
    • 20 Do not test
    • 21 Do not look for consensus
    • 22 Do not look after group synergies
    • 23 Do not look for cost reduction
    • 24 Just sell marginally on the internet
  • 04   Facets of luxury today
    • On the importance of the ‘label’
    • Luxury: the product and the brand
    • The ingredients of the luxury product: complexity and work
    • Superlative, never comparative
    • Luxury and cultural mediation
    • Luxury and history
    • Luxury and time
    • Tradition is not passéisme
    • Luxury is made by hand
    • Real or virtual rarity?
    • Rarity and sustainability
    • Luxury and exclusivity
    • Luxury and fashion: an essential difference
    • Luxury and art
    • Luxury and charity
• PART TWO   Luxury brands need specific management
  • 05   Customer attitudes vis-à-vis luxury
    • What is the size of the market?
    • To be rich or to be modern?
    • Heavy users and day trippers
    • The four luxury clienteles
    • A strong axis of segmentation: sensitivity to the product or to the logo?
    • A second axis of differentiation: authentic does not always mean historical
    • A third axis of differentiation: disruption or integration?
    • How countries differ in their attitudes
    • Why are Western luxury brands globalized?
    • China today and tomorrow
    • Why India resists Western luxury
    • Russia: the psychology of oligarchs
  • 06   Developing brand equity
    • There is no luxury without brands
    • Managing luxury by the brand
    • Products, experiences and brands
    • A luxury brand is a real and living person
    • A luxury brand has roots
    • A luxury brand must radiate
    • No life cycle for the luxury brand
    • A legitimacy created from authority, class and creation, more than from expertise
    • The financial value of luxury brands
    • The core of the luxury brand: its identity
    • Building brand coherence at contact points: central and peripheral identity traits
    • Two modes of luxury brand building
    • Building the luxury brand: the dream equation
    • The luxury brand compass: architecture of product roles
    • Luxury brand equity in the digital era
    • Why and how does the digital world challenge luxury?
    • Managing the dream through communication
    • Defending the brand against counterfeiting
    • Counterfeiting as a way to diagnose the health of the strategy of the brand
    • Always defend your rights and communicate frequently
  • 07   Luxury brand stretching
    • Luxury expansion through line extensions and brand extensions
    • The origins of luxury brand stretching
    • Luxury stretching: a practice that has changed the sector
    • Comparing the Italian and French models of extension
    • Two models for brand stretching: vertical or horizontal?
    • The pyramid
    • The galaxy
    • Success factor of luxury extension
    • Typology of brand stretchings
    • Leading a brand stretch
    • Growth by stretching: the Mont Blanc case
    • Stretching: preserve coherence, but be creative and unexpected
    • Maintaining brand identity across sub-brands: the Armani case
    • Building credentials in a new category: the Chanel case
    • The risk factors of brand stretching
    • Controlling the boomerang effect of brand stretching
  • 08   Qualifying a product or service as luxury
    • No product without service
    • The luxury product and the dream
    • Functionality and dreams do not follow the same economic models
    • The luxury product is not a perfect product, but a sacred product
    • Luxury product and competitive universe
    • Luxury product and time
    • Occasion of use and perception of value
    • Lasting a lifetime... and beyond
    • Prolonging the ecstasy of a privileged moment
    • Adapting to its time
    • Structuring the luxury range: how is the range of a luxury brand organized?
    • Innovating through a new product range
    • Don’t sacrifice the past to the future
    • A mode of production as a lever of the imaginary
    • The opposition between luxury and relocation
    • Licenses signal the departure from luxury
    • The challenge of luxury services: creating the gap
  • 09   Pricing luxury
    • What about price elasticity?
    • Increase the price to increase demand and recreate the distance
    • What price premium?
    • Fixing the price in luxury
    • Managing the price over time
    • No sales in luxury
    • Price reductions
    • The price and its communication
    • The price is not publicly advertised
    • The price must be sold
    • Price: the two challenges of the luxury strategy
  • 10   Distribution and the internet dilemma
    • Luxury is in the distribution
    • You sell to someone before you sell something
    • It is the price, not the product, that is sold to the client
    • The sales personnel should never earn direct sales commission
    • Distribution shows that the brand dominates clients, but respects them
    • Distributing is first of all about communicating
    • Distribution should not only show off, but enhance the product image
    • It is distribution’s job to communicate the brand’s price level
    • A luxury purchase is a lengthy act
    • Distribution is luxury’s weak link
    • The choice of a new sales point cannot be delegated
    • Distribution must manage rarity
    • Distribution protects you from competition
    • Luxury and mode of distribution
    • Luxury and digital distribution (the internet dilemma)
    • Luxury brands: when, what, and how to sell on the internet
  • 11   Communicating luxury
    • You don’t communicate to sell
    • You communicate because you sell
    • You don’t talk about money
    • You communicate, you don’t advertise
    • No personalities in the advertising
    • The role of brand ambassadors
    • Building the social driver of desire
    • Permanently encourage word of mouth
    • What balance should there be between local and global communication?
    • The internet and communication in luxury
    • The unique codes of luxury communication
    • Making the brand’s visual language denser: the nine signatures of the brand
    • Making the brand denser through tales, stories and rumours
    • Adapting the communication register to the type of luxury
    • The dialectic of the local and the universal
  • 12   Financial and HR management of a luxury company
    • Financial issues in luxury companies
    • Luxury and profitability
    • Globalizing
    • Luxury, volume and profitability
    • Managing the human capital in luxury
• PART THREE   Strategic perspectives
  • 13   Luxury business models
    • Luxury products with a profitable core trade
    • What are the pitfalls to avoid in this working model of a luxury product with a profitable core trade?
    • Luxury products with a too-restricted core range
    • The perfume business model
    • The business model of luxury trades with very high overheads
    • The ‘high-tech’ business model (highly innovative industry)
    • Crises and luxury business models
  • 14   Entering luxury and leaving it
    • Wanting to be luxury is not enough: the conditions of luxury
    • Why envisage a luxury strategy?
    • Start small and become profitable
    • Once profitable, grow quickly
    • Acquiring an existing brand
    • Departing from luxury
    • The end of a luxury brand
    • Taking a brand out of the luxury universe
    • Leveraging the image in a low-cost strategy
  • 15   Learning from luxury
    • Luxury concerns all trades
    • Understand the rules in order to adapt them
    • How Apple follows a luxury strategy
    • Luxury according to MINI
    • Mixed strategies
    • Managing a luxury strategy in B to B
    • Luxury marketing as the future of traditional marketing
    • What marketing issues of today could luxury marketing help to resolve?
    • The Lacoste example
    • Learning from luxury
  • 16   Luxury and sustainable development: convergences and divergences
    • Luxury and sustainable development
    • Adopting the luxury strategy to foster sustainable development
•        References
•        Index
• Copyright

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