In an industry where rarity and exclusivity are keys to success,
business growth can be both positive and negative. An unknown luxury
brand with too few clients is unable to cover the considerable costs of
luxury retail, but too many clients endanger the exclusivity factor and
luxury experience. How fast should a firm grow and where in the world
should it do so? How much volume should a brand sell? When does
saturation occur? Jean-Noel Kapferer offers insights into how to address
these questions and other conflicts unique to the luxury sector, along
with strategies to support sustainable growth. "Kapferer on Luxury"
offers a collection of carefully chosen new and popular essays by
Jean-Noel Kapferer that address a specific issue relating to luxury
growth. These include: sustaining the "luxury dream," the dependency on
exclusivity, sustainable luxury, managing luxury brands within groups,
artificiation (the process of transforming non-art into art) of luxury,
and delocalization (sticking to local production).