Designing luxury brands: the art and science of creating game-changers
This book, a second offering after the successful first edition, shows how to build successful luxury brands using the power of sensory science and neuropsychology. The author presents inspiring business cases like Tesla Cybertruck, Chanel, KaDeWe, Baccarat, JACQUEMUS, NASA, MUD Jeans, Lilium, Rémy...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Cham
Springer
[2024]
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| Ausgabe: | second edition |
| Schriftenreihe: | Management for Professionals
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | This book, a second offering after the successful first edition, shows how to build successful luxury brands using the power of sensory science and neuropsychology. The author presents inspiring business cases like Tesla Cybertruck, Chanel, KaDeWe, Baccarat, JACQUEMUS, NASA, MUD Jeans, Lilium, Rémy Cointreau, FENG J, Moncler, Louboutin, or Raffles Dubai in industries such as Fashion, Automotive or Leisure. The book highlights groundbreaking scientific methods - like the Derval Color Test taken by over 30 million people - to help predict luxury shoppers’ preferences and purchasing patterns. Game-changing and unique features of successful luxury brands are decoded. Through various practical examples and experiments, readers will be able to build, revamp, or expand luxury brands and look at luxury from a new angle |
| Beschreibung: | xxix, 234 Seiten Illustrationen, Diagramme, Karten 235 mm |
| ISBN: | 9783031540929 |
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Contents 1 2 Understanding Luxury Shoppers, UHNWIs, and the Science of Mind Reading. 1 1.1 Introduction. 1.2 Who Are the Luxury Shoppers? The Golden iPhone Case. 1.2.1 Meet the Tuhao. 1.2.2 The Rise of Chinese Millionaires. 1.2.3 Gold and Other Preferences. 1.3 The KaDeWe Group: Local Luxury Stores with an International Appeal. 1.3.1 A Shopping Landmark. 1.3.2 Nailing New Luxury Shoppers’ Expectations. 1.3.3 Pushing the Frontiers of Luxury Retail. 1.4 Hormones, Male-to-Male Competition, and Luxury. 1.4.1 Testosterone and Ornaments. 1.4.2 Dress to Impress. 1.4.3 Sex Ratio and Rivalry. 1.5 Luxury Watches and Other Complications: The Jaeger-LeCoultre Case. 1.6 The Science of Mind Reading. 1.7
Takeaways. References. 12 14 15 15 Profiling Luxury Shoppers, Emerging Markets, and the Sense of Vibration. 2.1 Introduction . 2.2 Profiling Luxury Shoppers: The BMW Case. 2.2.1 The BMW Brand Experience. 2.2.2 The Augmented Persona Framework. 2.3 A Signature Sound: The Harley-Davidson Case in India. 2.4 The Sense of Vibration. 2.4.1 Sound Is a Vibration. 2.4.2 Touch Is a Vibration. 2.4.3 Vibrator Profiles. 2.5 A Silent Success: Tesla Motors and Cybertruck. 19 19 20 20 21 23 26 26 27 28 30 1 2 2 2 3 5 5 6 6 10 10 11 11 xix
XX 3 4 Contents 2.6 Brand Naming: The Ermenegildo Zegna Case. 2.7 Takeaways. References. 31 32 33 Identifying Profitable Markets, eVTOLs, and the Physiology of Luxury. 3.1 Introduction. 3.2 What Do Luxury Shoppers Want? The Superyacht Case. 3.2.1 Welcome On-board. 3.2.2 UHNWIs and Yachting. 3.2.3 Meet the Sheikh. 3.3 A Sustainable Way of Moving with Lilium. 3.3.1 A Game-Changing Architecture and Design. 3.3.2 When Time Is Luxury. 3.3.3 A Technological Wonder Tailored for Pioneers. 3.4 The Need for Luxury Is Physiological. 3.4.1 Testosterone, Dopamine, and Status-Seeking. 3.4.2 Status-Seeking and Geographical Area. 3.4.3 Luxury Shoppers’ Drivers. 3.4.4 The Neuroscience of
Yachting. 3.5 ÖURA Handy Health Companion. 3.6 The Age of Self-Healing. 3.7 Takeaways. References. 35 35 36 36 36 37 37 39 40 41 42 43 44 45 48 49 51 52 53 Turning Features into Benefits, Luxury Lifestyle, and the Sense of Motion. 4.1 Introduction . 4.2 Turning Luxury Features into Customers’ Benefits: The Dyson Case. 56 4.2.1 From Air to Hair. 4.2.2 Solving Problems. 4.2.3 The Benefits Framework. 4.3 Stella McCartney: A Designer with an Opinion. 4.4 The Sense of Motion. 4.4.1 Luxury Is All About Motion. 4.4.2 Motion Receptors and Internal Mechanics. 4.4.3 Neuromuscular Control and Superpowers.
4.4.4 Motion Profiles. 4.4.5 Free-Riding and White Powder. 4.5 Luxury Athletic Wear with Monder. 4.6 Ganbei H^ with Montai. 4.7 Takeaways. References. 55 55 56 57 57 59 59 60 60 61 62 64 65 67 68 69
Contents 5 Creating Game-Changers, Sustainable Luxury, and Beauty OCD. 71 5.1 Introduction. 5.2 How to Design “Must-Have” Luxury Items? The Designer Bag Case. 72 5.2.1 The Fashion Accessories Frenzy. 5.2.2 From Bags to Pockets. 5.2.3 Which Bag “Bitch” Are you?. 5.3 The Virtuous Cycle of Fashion with MUD Jeans. 5.3.1 Fashion with Impact. 5.3.2 MUD Jeans X Van Gogh Museum®. 5.3.3 Sustainably Classic. 5.4 The Physiology of Female-to-Female Competition. 5.4.1 Relational Aggression. 5.4.2 Becoming the Alpha Female. 5.4.3 Ornaments, Ranking, and Luxury. 5.5 JACQUEMUS: The Game-Changers Creator. 5.5.1 Sensing Trends. 5.5.2 Creating Game-Changers. 5.6 The Art of Changing
Appearance. 5.7 Takeaways. References. xxi 71 72 72 73 74 74 75 75 79 79 80 81 82 82 83 84 86 86 6 Spotting the Right Positioning, Luxury Gifting, and the Sense of Colors. 89 6.1 Introduction. 89 6.2 Spotting the Right Positioning: The Nespresso Case. 90 6.2.1 Finding the Right Position. 90 6.2.2 Gifting Positioning Map. 90 6.2.3 An Iterative Process. 92 6.3 Identifying the Real Competitors: The Porsche Case. 93 6.4 The Sense of Colors. 93 6.4.1 Luxury Is All Black-and-White (with a Pop of Color). 93 6.4.2 Color Profiles: The Derval Color Test®. 94 6.4.3 Cones, Rods, and Melanopsin Receptors. 96 6.4.4 Countries, Vision, and Color. 97 6.5 When Street Meets Luxury: The Y-3 Case. 99 6.6 Appealing to Luxury Shoppers’ Senses: Eyewear in the Middle-
East. Ιθθ 6.7 Takeaways. ЮЗ References. 1θ4 7 Designing Luxury Brands, Hard Luxury, and the Epigenetics of Success. 1θ7 7.1 Introduction. Ю7 7.2 How to Select a Winning Assortment? The Diamond Case. 108
xxii Contents 7.2.1 The VIP Room. 108 7.2.2 Diamonds’ 4Cs.108 7.2.3 An Assortment Challenge. 109 7.3 FENG J Jewelry and the Era of Hard Luxury. 109 7.3.1 The Monet of Haute Joaillerie. 109 7.3.2 From Auctions to Museums. 110 7.3.3 Innovation and Floating Sets. Ill 7.4 The Laws of Attraction and Mate Selection. Ill 7.4.1 Mate Copying. 112 7.4.2 Mr. Big or Mr. Right?. 112 7.4.3 Healthy, Wealthy, and Shiny. 113 7.5 Designing Luxury Brands: The Swarovski Case. 114 7.6 The Epigenctics of Success. 116 7.7 Takeaways. 118 References. 119 8 Creating a Unique Style, Affordable Luxury, and the Magnetic Sense. 123 8.1
Introduction. 123 8.2 Designing a Unique and Recognizable Brand: The Michael Kors Signature. 124 8.2.1 Jet Set Brand Codes. 124 8.2.2 Affordable Luxury Versus Secondhand Luxury. 124 8.2.3 An Affordable Luxury Consortium. 126 8.3 Visible Luxury: Louboutin and the “Chinese Red”. 126 8.4 The Magnetic Sense. 127 8.4.1 Another Dimension of Light. 128 8.4.2 Turning Water into Gold: The Haidinger’s Brush and the Dress. 130 8.4.3 Polarotactic Profiles. 132 8.4.4 Photoreceptors Direction and Polarotacticity. 135 8.5 A Tiffany Blue Sky. 137 8.6 L’Oréal Blond . 138 8.7 Takeaways.139 References. 140 9 Expanding Luxury Brands Internationally, Space Travel, and the
Power of Defying the Elements. 143 9.1 Introduction.143 9.2 How to Reach Luxury Shoppers? The Cosmetics Case. 144 9.2.1 Travel Retail.144 9.2.2 Luxury and Gifting. 144 9.2.3 Absurd Decisions. 145 9.3 Baccarat: The Alchemy of Joy. 145 9.3.1 Manufacture and Designs. 145 9.3.2 The Art of Giving. 147
Contents xxiii 9.3.3 Baccarat Golden Red. 148 9.3.4 “Cristal Rooms” and the Baccarat Experience.150 9.4 Hormonal Quotient®, Territory, and Luxury. 150 9.4.1 Gender Polymorphisms and Sub-genders. . 150 9.4.2 Expanding One’s Territory. 153 9.4.3 Affiliation, Family, and Luxury. 153 9.5 Luxury Travel and Human Performance in Space with NASA. 154 9.5.1 Space Psychophysics: From Weightlessness to Brightness. 154 9.5.2 Mars, Lunar Analogs, and Spacesuits. 155 9.5.3 Luxury, Space, and Privacy.157 9.6 The Power of Defying the Elements. 159 9.7 Takeaways. 161 References. 162 Reaching Luxury Shoppers, Travel Retail, and the Sense of Time. 165 10.1 Introduction.165
10.2 Reaching Luxury Shoppers with Wait Marketing: The Jaguar Case. 166 10.2.1 Kairos: Communicating at the Right Moment. 166 10.2.2 The Wait Marketing 6Ms.168 10.3 From Milan to Bollywood: The Roberto Cavalli Case. 170 10.4 The Sense of Time. 171 10.4.1 Ultradian, Circadian, andInfradian Rhythms. 171 10.4.2 Time and Place Neurons. 173 10.4.3 Time Modifiers. 174 10.4.4 Brain Profiles: The Bear, the Monkey, and the Banana. 176 10.4.5 Typology of Innovation Projectsby Brain Profile. 177 10.5 Rémy Cointreau: Cultivating a Portfolio of Exceptional Spirits. 1^3 10.5.1 Planned Versus Impulsive Travel Shopping. 183 10.5.2 A Global Brand with a Local Taste. 183 10.5.3 A Drop of Innovation in Travel Retail. 186 10.5.4 Toward a Personalized Travel Experience.187 10.6 Embedded Luxury: DS x ChatGPT.189 10.7
Takeaways. 1^0 References. 191 10 11 Building Iconic Luxury Brands, GenAI, and the Gift of Foresight.193 11.1 Introduction. 11.2 How to Build an Iconic Brand? The Maison de Couture Case . 194 11.2.1 Reinventing the Brand. 194
xxiv Contents 11.2.2 Launching a New Classic. 194 11.2.3 From Billboards to Instagram. 195 11.3 How Gucci Became an Iconic Brand?. 195 11.4 The Biochemistry of Imitating Successful Individuals. 198 11.4.1 Following Celebrities. 199 11.4.2 The “Chameleon Effect”. 199 11.4.3 The Habits of Successful People. 200 11.5 Celebrity Fragrances: The Taylor Swift VersusBeyoncé. 200 11.6 The Gift of Foresight. 201 11.6.1 Observations and Predictions.201 11.6.2 Ancient and Future Luxury. 203 11.7 Takeaways. 208 References. 208 Finding the Right Influencers, KOLs, and the Sense of Smell. 211 12.1 Introduction. 211 12.2 Finding the Right Influencers: The Montblanc Case.212 12.2.1 Celebrity Endorsement and KOLs. 212 12.2.2 The Influencers’
Map Framework. 213 12.2.3 A Congruent Ambassador.214 12.2.4 Prescribers, Influencers, and Collabs. 215 12.3 Turning Trends into Classics: Fashion Afternoon Tea at Raffles Dubai.215 12.4 The Sense of Smell. 217 12.4.1 The Chemosensory Receptors. 217 12.4.2 The Dcrval Pyramid of Scents. 218 12.4.3 Inhaler Profiles. 219 12.5 A Classic Scent: The Chanel №5 Case. 221 12.6 Involving Celebrities: Bienvenue Chez Maxim’s de Paris. 223 12.7 Takeaways. 224 References. 225 12 Conclusion. 227 Books and Courses by the Same Author. 229 Index 231 |
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| spelling | Derval, Diana Verfasser (DE-588)1265527512 aut Designing luxury brands the art and science of creating game-changers Diana Derval second edition Cham Springer [2024] xxix, 234 Seiten Illustrationen, Diagramme, Karten 235 mm txt rdacontent n rdamedia nc rdacarrier Management for Professionals This book, a second offering after the successful first edition, shows how to build successful luxury brands using the power of sensory science and neuropsychology. The author presents inspiring business cases like Tesla Cybertruck, Chanel, KaDeWe, Baccarat, JACQUEMUS, NASA, MUD Jeans, Lilium, Rémy Cointreau, FENG J, Moncler, Louboutin, or Raffles Dubai in industries such as Fashion, Automotive or Leisure. The book highlights groundbreaking scientific methods - like the Derval Color Test taken by over 30 million people - to help predict luxury shoppers’ preferences and purchasing patterns. Game-changing and unique features of successful luxury brands are decoded. Through various practical examples and experiments, readers will be able to build, revamp, or expand luxury brands and look at luxury from a new angle bicssc bisacsh Psychology Marketing Consumer behavior Psychobiology Human behavior Branding (Marketing) Hardcover, Softcover / Wirtschaft/Werbung, Marketing Erscheint auch als Online-Ausgabe 978-3-031-54093-6 Digitalisierung UB Bamberg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=035030514&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Derval, Diana Designing luxury brands the art and science of creating game-changers bicssc bisacsh Psychology Marketing Consumer behavior Psychobiology Human behavior Branding (Marketing) |
| title | Designing luxury brands the art and science of creating game-changers |
| title_auth | Designing luxury brands the art and science of creating game-changers |
| title_exact_search | Designing luxury brands the art and science of creating game-changers |
| title_full | Designing luxury brands the art and science of creating game-changers Diana Derval |
| title_fullStr | Designing luxury brands the art and science of creating game-changers Diana Derval |
| title_full_unstemmed | Designing luxury brands the art and science of creating game-changers Diana Derval |
| title_short | Designing luxury brands |
| title_sort | designing luxury brands the art and science of creating game changers |
| title_sub | the art and science of creating game-changers |
| topic | bicssc bisacsh Psychology Marketing Consumer behavior Psychobiology Human behavior Branding (Marketing) |
| topic_facet | bicssc bisacsh Psychology Marketing Consumer behavior Psychobiology Human behavior Branding (Marketing) |
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