Jean-Noël Kapferer

(Author)

Kapferer on Luxury: How Luxury Brands Can Grow Yet Remain RarePaperback, 28 March 2015

Kapferer on Luxury: How Luxury Brands Can Grow Yet Remain Rare
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Print Length
240 pages
Language
English
Publisher
Kogan Page
Date Published
28 Mar 2015
ISBN-10
074947436X
ISBN-13
9780749474362

Description

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).

Product Details

Author:
Jean-Noël Kapferer
Book Format:
Paperback
Country of Origin:
US
Date Published:
28 March 2015
Dimensions:
23.39 x 15.6 x 1.3 cm
ISBN-10:
074947436X
ISBN-13:
9780749474362
Language:
English
Location:
London
Pages:
240
Publisher:
Weight:
340.19 gm

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