Luxury strategy in action:
Gespeichert in:
| Weitere Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Basingstoke [u.a.]
Palgrave Macmillan
2012
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Literaturverz. S. 182 - 201 |
| Beschreibung: | XIV, 205 S. Ill., graph. Darst. 24 cm |
| ISBN: | 9780230354548 0230354548 |
Internformat
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| 008 | 120919s2012 ad|| |||| 00||| eng d | ||
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| 020 | |a 0230354548 |c hbk |9 0-230-35454-8 | ||
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| 245 | 1 | 0 | |a Luxury strategy in action |c ed. by Jonas Hoffmann ... |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a Basingstoke [u.a.] |b Palgrave Macmillan |c 2012 | |
| 300 | |a XIV, 205 S. |b Ill., graph. Darst. |c 24 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Literaturverz. S. 182 - 201 | ||
| 650 | 0 | 7 | |a Markenpolitik |0 (DE-588)4144679-3 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Luxusgut |0 (DE-588)4192138-0 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Produktpolitik |0 (DE-588)4134655-5 |2 gnd |9 rswk-swf |
| 653 | |a Luxury goods industry. | ||
| 653 | |a Clothing trade. | ||
| 653 | |a Luxury goods industry--Technological innovations. | ||
| 653 | |a Clothing trade--Technological innovations. | ||
| 653 | |a Luxuries--Marketing. | ||
| 653 | |a Fashion merchandising. | ||
| 655 | 7 | |0 (DE-588)4143413-4 |a Aufsatzsammlung |2 gnd-content | |
| 689 | 0 | 0 | |a Luxusgut |0 (DE-588)4192138-0 |D s |
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Datensatz im Suchindex
| _version_ | 1804149483666145280 |
|---|---|
| adam_text | CONTENTS
List of Figures and Charts
x
List of Tables
xi
Notes on Contributors
x¡¡
INTRODUCTION
1
Jonas Hoffmann and Ivan
Coste-Manière
1
THE EVOLUTION OF THE LUXURY MARKET:
STAIRWAY TO HEAVEN?
5
Ivan
Coste-Manière, Katrìna
Panchout, and Jacques
Molas
1.1
INTRODUCTION
5
1.2
THE LUXURY INDUSTRY
1990-2000:
STARTING THE CHANGE
5
1.2.1
THE CREATION OF LARGE GROUPS
6
1.2.2
THE SHIFT FROM A HOME-MADE LOGIC TO AN
INDUSTRIAL LOGIC
8
1.2.3
THE IMPORTANCE OF MARKETING AND THE CONCEPT
OF DIVERSIFICATION
9
1.2.4
NEW MARKETS, NEW OPPORTUNITIES: THE
INTERNATIONALIZATION OF THE LUXURY INDUSTRY
10
1.3
THE LUXURY INDUSTRY
2000-2010:
GLOBAL LUXURY
ACTIVITIES
11
1.3.1
LUXURY ACCORDING TO INCOMES, AGES OR
GENDERS
13
1.4
THE 2010s: EMERGING COUNTRIES TAKE THE LEAD
15
1.4.1
BRAZIL
15
1.4.2
RUSSIA
16
1.4.3
CHINA
17
1.4.4
INDIA
17
1.5
FROM HERETO ETERNITY
20
ACKNOWLEDGMENTS
21
CONTENTS
2
LUXURY
BUSINESS: MULTINATIONAL
ORGANIZATIONS AND
GLOBAL
SPECIALIZATIONS
22
Francesco Ciliberti BirindelH
2.1
INTRODUCTION TO THE ORGANIZATIONAL COMPLEXITY OF THE
LUXURY BUSINESS
22
2.2
A BUSINESS MADE UP EXCLUSIVELY OF HUMAN EXPERTISE
23
2.3
BOOSTING SPECIALIZED NICHES
25
2.4
HOW TO SPOT THE COMPLEXITY
29
2.5
THE ULTIMATE STAGE OF COMPLEXITY
-
E-SELLING, E-SHOPPING
AND LUXURY
2.0 30
APPENDIX: THE WASHINGTON CONVENTION
-
CITES
35
3
FINANCE SURVIVAL GUIDE: VALUE CREATION AND
PIN A
COLADAS
37
Giulio
Pizzini
3.1
INTRODUCTION (OR WHY BUSINESSES
ЕХКЂ
37
3.2
THE BASICS OF FINANCIAL STATEMENTS (OR HOW
¡ACK
COT INTO
BUSINESS)
38
3.3
HOW TO THINK LIKE AN ECONOMIST (OR ONLY WHAT IS
MARGINAL REALLY MAUERS)
46
3.4
DISCOUNTED CASH FLOWS (OR IT IS ALL ABOUT MANAGING
RISK)
50
4
THE PIER FRAMEWORK OF LUXURY INNOVATION
57
Jonas Hoffmann and Betina Hoffmann
4.1
INTRODUCTION
57
4.2
FRAMEWORK OF LUXURY INNOVATION: PATH
58
4.3
FRAMEWORK OF LUXURY INNOVATION: INSIGHT
61
4.4
FRAMEWORK OF LUXURY INNOVATION: EXECUTION
EXCELLENCE
66
4.5
FRAMEWORK OF LUXURY INNOVATION: RARENESS
OF EXPERIENCE
68
4.6
WHAT IS NEXT IN LUXURY INNOVATION?
70
4.7
CONCLUSION
73
ACKNOWLEDGMENTS
73
5
RETAILING IN THE LUXURY INDUSTRY
74
Alessandro Quintavalle
5.1
INTRODUCTION
74
5.2
GLOBALIZATION, DEMOCRATIZATION AND
INTERNET: CHALLENGES AND OPPORTUNITIES IN
TODAY S RETAILING
75
5.3
LUXURY RETAIL DESIGN
77
5.3.1
OFFLINE BOUTIQUE DESIGN
78
vi
CONTENTS
CASE STUDY
5.
ЗА
81
5.3.2
ONLINE BOUTIQUE DESIGN
83
CASE ANALYSIS 5.3B: THE WATCH AVENUE
85
5.4
DISTRIBUTION FORMATS
88
5.4.1
OFFLINE DISTRIBUTION FORMATS
88
CASE STUDY 5.4A:
PISA OROLOGERIA
91
5.4.2
ONLINE DISTRIBUTION FORMATS
92
CASE STUDY 5.4B:
FABERGÉ
95
5.4.3
COMMERCIAL POLICIES IN LUXURY RETAILING
97
5.5
THE IMPORTANCE OF THE HUMAN FACTOR IN LUXURY
RETAILING
98
5.5.1
ASSISTING THE CLIENT THROUGHOUT THE PURCHASE
ACT
99
5.5.2
THE BOUTIQUE MANAGER
102
5.5.3
THE IMPORTANCE OF THE HUMAN FACTOR IN LUXURY
E-RETAILING
103
CASE STUDY 5.5A: ADAPTING TO TIMES; NEW LUXE
AND NEW CLIENTS ACCORDING TO THE FOUNDATION
DE LA
HAUTE
HORLOGERIE
(INTERVIEW)
104
CASE STUDY 5.5B: THE WATCH@TABLET®
106
INTERNET, SOCIAL MEDIA AND LUXURY STRATEGY
108
Fleur
Gastaldi
6.1
INTRODUCTION
108
6.2
DEFINING A WEB STRATEGY IS GOOD; ENVISIONING AN
INTEGRATED STRATEGY IS BETTER
109
6.2.1
DEVELOPING THE RIGHT WEB MARKETING APPROACH
109
CASE STUDY
1 :
THE ORIENT-EXPRESS GROUP
113
6.2.2
THE
Е
-MARKETING
MIX: PLACE, PRODUCT, PRICE,
PROMOTION
114
6.3
TAKING WEB STRATEGY TO NEW CHALLENGES
117
6.3.1
OPTIMIZING EXISTING ASSETS AND DEVELOPING NEW
ONES
117
CASE STUDY
2:
BOUCHERON
120
6.3.2
DEALING WITH INCREASING INTERACTION FROM WEB
AUDIENCE
120
6.4
CONCLUSIONS
123
BRANDING PRINCIPLES IN THE LUXURY INDUSTRY
125
Tinne
Van Corp
7.1
INTRODUCTION
125
7.2
APPROACHES TO LUXURY BRAND BUILDING
126
7.3
THE LUXURY FASHION BRAND-BUILDING PROCESS
128
7.3.1
BRAND CONCEPT
128
7.3.2
BRAND IDENTITY
129
VII
CONTENTS
7.4
7.3.3 BRAND
AWARENESS
130
7.3.4 BRAND
POSITIONING
131
7.3.5 BRAND
LOYALTY,
BRAND
EQUITY AND
BRAND
VALUE
132
THE KEY CHARACTERISTICS OF A LUXURY BRAND
133
7.4.1
CLEAR BRAND IDENTITY
135
7.4.2
MARKETING COMMUNICATIONS
136
7.4.3
PRODUCT INTEGRITY
137
7.4.4
BRAND SIGNATURE
138
7.4.5
PREMIUM PRICES
139
7.4.6
EXCLUSIVITY
140
7.4.7
HERITAGE
140
7.4.8
ENVIRONMENT AND SERVICE
141
7.4.9
CULTURE
142
CONCLUSION
143
7.5
8
BRAND EXTENSIONS IN THE LUXURY INDUSTRY
144
Rasa Stankevidute
8.1
INTRODUCTION
144
8.2
WHAT DOES BRAND EXTENSION STAND FOR?
145
8.3
LUXURY BRAND EXTENSIONS
146
8.3.1
DOWNWARD BRAND EXTENSION ENHANCING
THE PARENT LUXURY BRAND
-
THE CASE OF
ROLLS-ROYCE
147
8.3.2
FROM LUXURY TO PREMIUM
-
THE CASE OF
MERCEDES-BENZ
150
8.3.3
DIVERSIFICATION OF THE BRAND
-
THE CASE OF GIORGIO
ARMANI
151
8.3.4
LUXURY BRAND EXTENSIONS WITHIN COLLABORATION
WITH A NON-LUXURY BRAND
-
THE CASE OF JIMMY
CHOO
155
8.3.5
LUXURY BRAND EXTENSIONS INTO CHILDREN S WEAR
MARKET
157
8.4
CONCLUSION
159
9
SUSTAINABLE DEVELOPMENT IN THE LUXURY
INDUSTRY: BEYOND THE APPARENT OXYMORON
160
Christophe Sempels
9.1
INTRODUCTION
160
9.2
SUSTAINABLE DEVELOPMENT: JUST A MATTER OF COMMON
SENSE
161
9.3
THE SUSTAINABLE LUXURY CONSUMER
161
9.4
WELCOME TO THE WORLD OF RARE RESOURCES
164
9.5
SUSTAINABLE DEVELOPMENT, A MUST IN TERMS OF REPUTATION
MANAGEMENT
165
VIII
CONTENTS
9.6
CREATING VALUE THROUGH SUSTAINABLE DEVELOPMENT
168
9.6.1
REVISITING THE STRATEGY IN THE LIGHT OF SUSTAINABLE
DEVELOPMENT
168
9.6.2
REVISITING PRODUCTS, SERVICES AND PROCESSES FOR
MORE ECO-EFFICIENCY
1 70
9.6.3
LIFE CYCLE ANALYSIS AND
ECO-DESIGN
1 71
9.6.4
IMITATE THE NATURE: A NEW MINDSET TO INNOVATE
173
9.7
SUSTAINABLE SERVICE SYSTEMS TO DECOUPLE WEALTH
GENERATION FROM RESOURCES AND
ENERGY USE
1 76
9.8
DELIVER SOCIAL ADDED VALUE
1 78
9.9
CONCLUSION
180
Notes
182
Index
202
IX
|
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| id | DE-604.BV040423799 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T00:23:45Z |
| institution | BVB |
| isbn | 9780230354548 0230354548 |
| language | English |
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| owner_facet | DE-473 DE-BY-UBG DE-M347 |
| physical | XIV, 205 S. Ill., graph. Darst. 24 cm |
| publishDate | 2012 |
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| spelling | Luxury strategy in action ed. by Jonas Hoffmann ... 1. publ. Basingstoke [u.a.] Palgrave Macmillan 2012 XIV, 205 S. Ill., graph. Darst. 24 cm txt rdacontent n rdamedia nc rdacarrier Literaturverz. S. 182 - 201 Markenpolitik (DE-588)4144679-3 gnd rswk-swf Luxusgut (DE-588)4192138-0 gnd rswk-swf Produktpolitik (DE-588)4134655-5 gnd rswk-swf Luxury goods industry. Clothing trade. Luxury goods industry--Technological innovations. Clothing trade--Technological innovations. Luxuries--Marketing. Fashion merchandising. (DE-588)4143413-4 Aufsatzsammlung gnd-content Luxusgut (DE-588)4192138-0 s Markenpolitik (DE-588)4144679-3 s Produktpolitik (DE-588)4134655-5 s DE-604 Hoffmann, Jonas edt Digitalisierung UB Bamberg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025276442&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Luxury strategy in action Markenpolitik (DE-588)4144679-3 gnd Luxusgut (DE-588)4192138-0 gnd Produktpolitik (DE-588)4134655-5 gnd |
| subject_GND | (DE-588)4144679-3 (DE-588)4192138-0 (DE-588)4134655-5 (DE-588)4143413-4 |
| title | Luxury strategy in action |
| title_auth | Luxury strategy in action |
| title_exact_search | Luxury strategy in action |
| title_full | Luxury strategy in action ed. by Jonas Hoffmann ... |
| title_fullStr | Luxury strategy in action ed. by Jonas Hoffmann ... |
| title_full_unstemmed | Luxury strategy in action ed. by Jonas Hoffmann ... |
| title_short | Luxury strategy in action |
| title_sort | luxury strategy in action |
| topic | Markenpolitik (DE-588)4144679-3 gnd Luxusgut (DE-588)4192138-0 gnd Produktpolitik (DE-588)4134655-5 gnd |
| topic_facet | Markenpolitik Luxusgut Produktpolitik Aufsatzsammlung |
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