Kapferer on luxury: how luxury brands can grow yet remain rare
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
KoganPage
2015
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | IX, 228 S. graph. Darst. |
| ISBN: | 9780749474362 |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | Titel: Kapferer on luxury
Autor: Kapferer, Jean-Noël
Jahr: 2015
CONTENTS
Introduction: Growth issues for luxury l
part one How luxury is changing 5
01 Sustaining the luxury dream: challenges and insights 7
An industry like no other 7
The future(s) of luxury 12
The rise of fashion: from dream to contagion of desires 17
Facing high demand and abandoning rarity 21
How will China influence the dream? 27
The challenges of the internet 29
Against the blurring of lines: recreate the gap, transgress the
codes 33
Sustainable development: the future dream of luxury 35
References 38
02 Abundant rarity: the key to luxury growth 41
Luxury financial dream 42
The many meanings of luxury 44
How scarcity creates value 49
From scarcity to qualitative rarity 50
Introducing virtual rarity 51
From craft to art: elitism for all 52
The new reality of Asia: egalitarian luxury? 54
Is the cult of luxury religious? 55
Nurturing the symbolic power of the luxury brand 57
Short-term or long-term policy? 58
Conclusion and clues for entrepreneurs 59
References 60
03 The artification of luxury: from artisans to artists 63
The challenge of growth for luxury companies 63
The radical transformation of luxury today 65
How growth creates two major problems for luxury
brands 67
Luxury growth and the rising issue of legitimization 69
Why art now? Becoming an industry 70
A short history of the relationship between art and luxury 71
What s in art for luxury? 72
Entering new countries through art 74
How artification involves all art institutions 78
Involving all artists at all levels of the value chain 79
The multiple media of artification 82
Conclusion: an ambitious vision for luxury? 82
References 83
part two Specific issues and challenges 85
04 Luxury after the crisis: pro logo or no logo? 87
From absolute to relative luxury 88
Modern economies trigger status needs 90
Adapting the price and logo to different segments 91
Why conspicuousness will come back: it never left! 93
Back to luxury? 94
References 95
05 Why luxury should not delocalize: a critique of a
growing tendency 97
From a well-kept secret to an overt announcement 98
Luxury: do not confuse the concept, the sector and the
business model 99
Luxury brand building is about building
incomparability 101
Do not confuse luxury, fashion and premium business
models 103
The consumer opinion on derealization 106
Sustaining made in as a real brand 107
The challenges of non-delocalization 110
References 110
06 Internet and luxury: under-adopted or ill-adapted? 113
The new frontier of luxury 113
Luxury and the internet: a reciprocal myopia 115
Revisiting the potentialities of the web 117
Clouds over the internet: the loss of control 122
Adapting the luxury organization to the web 125
Transforming the web to adapt to luxury 126
References 127
07 Does luxury have a minimum price?: an exploratory
study into consumers psychology of luxury prices 129
The elusive luxury definition 130
Price and luxury 131
The paradox and research question: How expensive is
expensive? 132
Results and insights 135
Summary of the findings 143
Implications for luxury price management 144
Conclusion 145
References 147
08 All that glitters is not green: the challenge of
sustainable luxury 149
Luxury under pressure of sustainable development 150
Luxury and SD share two deep concerns: rarity and
beauty 152
Distinguishing the luxury strategy from a fashion or
premium strategy 153
Luxury is by definition durable 154
Why this present SD focus on luxury? 154
Acting as an SD model to preserve luxury reputation 157
Is SD ready for luxury standards? 157
How SD needs a luxury strategy too 160
Status redefined: from power to altruism 161
References 161
Further reading 161
part three The business side of luxury brands
growth 163____
09 Not all luxuries act alike: the distinct business
models of luxury brands 165
The desire for luxury 165
Behind a single term, multiple business models 167
What discriminant criteria differentiate business
models? 169
Global competition between models of luxury 182
References 183
10 The LVMH-Bulgari agreement: what changes in the
luxury market lead family companies to sell up? 185
Introduction 186
The Bulgari acquisition: a model for family-owned luxury
brands? 187
Luxury transformation: from manufacturer of rare products
to creator of retail experiences 189
Closing the gap with Carrier and Tiffany 191
China: the capital dilemma for family-owned luxury
companies 193
Why the source of capital is not inconsequential 195
The price of Bulgari: too high, or an accurate measurement
of the financial dream? 197
High growth assumptions: no brand equity dilution 201
Conclusion 203
References 207
Developing luxury brands within luxury groups:
synergies without dilution? 209
Luxury concentration in question 209
How luxury groups grow 210
Theoretical background: how groups create value 211
Research objectives and methodology 211
Findings of the transversal analysis 213
Implications for growing luxury brands within groups 220
References 221
Index 223
|
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| discipline | Wirtschaftswissenschaften |
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| spelling | Kapferer, Jean-Noël Verfasser (DE-588)118001280 aut Kapferer on luxury how luxury brands can grow yet remain rare Jean-Noël Kapferer 1. publ. London [u.a.] KoganPage 2015 IX, 228 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Luxuries Luxury Branding (Marketing) Brand name products / Management Success in business Management (DE-588)4037278-9 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Luxusgut (DE-588)4192138-0 gnd rswk-swf Markenartikel (DE-588)4037584-5 gnd rswk-swf Luxusware (DE-588)4192135-5 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Luxusgut (DE-588)4192138-0 s Markenartikel (DE-588)4037584-5 s Management (DE-588)4037278-9 s DE-604 Luxusware (DE-588)4192135-5 s Markenpolitik (DE-588)4144679-3 s Erscheint auch als Online-Ausgabe 978-0-7494-7437-9 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027911379&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Kapferer, Jean-Noël Kapferer on luxury how luxury brands can grow yet remain rare Luxuries Luxury Branding (Marketing) Brand name products / Management Success in business Management (DE-588)4037278-9 gnd Markenpolitik (DE-588)4144679-3 gnd Luxusgut (DE-588)4192138-0 gnd Markenartikel (DE-588)4037584-5 gnd Luxusware (DE-588)4192135-5 gnd |
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| title | Kapferer on luxury how luxury brands can grow yet remain rare |
| title_auth | Kapferer on luxury how luxury brands can grow yet remain rare |
| title_exact_search | Kapferer on luxury how luxury brands can grow yet remain rare |
| title_full | Kapferer on luxury how luxury brands can grow yet remain rare Jean-Noël Kapferer |
| title_fullStr | Kapferer on luxury how luxury brands can grow yet remain rare Jean-Noël Kapferer |
| title_full_unstemmed | Kapferer on luxury how luxury brands can grow yet remain rare Jean-Noël Kapferer |
| title_short | Kapferer on luxury |
| title_sort | kapferer on luxury how luxury brands can grow yet remain rare |
| title_sub | how luxury brands can grow yet remain rare |
| topic | Luxuries Luxury Branding (Marketing) Brand name products / Management Success in business Management (DE-588)4037278-9 gnd Markenpolitik (DE-588)4144679-3 gnd Luxusgut (DE-588)4192138-0 gnd Markenartikel (DE-588)4037584-5 gnd Luxusware (DE-588)4192135-5 gnd |
| topic_facet | Luxuries Luxury Branding (Marketing) Brand name products / Management Success in business Management Markenpolitik Luxusgut Markenartikel Luxusware Aufsatzsammlung |
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