Luxury Brand Management A World Of Privilege
'Luxury Brand Management: A World of Privilege is the first comprehensive book on luxury brand management. Written by two renowned insiders, the authors provide a broad definition of luxury and examine more than 450 internationally known brands from a spectrum of industries. The book reconciles management, marketing and creation with real-life examples and management tools that the authors have successfully used in their professional careers.' Rating: (not yet rated) Subjects • • • • More like this • •.
Find more information about: ISBN: 221171764 OCLC Number: 179841006 Description: xiv, 423 pages: illustrations; c24 cm Contents: INTRODUCTION CHAPTER 1 -- SPECIFICITIES OF THE LUXURY INDUSTRY WHAT IS SO DIFFERENT ABOUT THE LUXURY INDUSTRY? The meaning of size Sales figures are difficult to compare How many employees? The specific financial characteristics A very high break even A limited cash need A different time frame a) The specific case of the fashion cycle b) The time necessary for a turn around or a major change KEY TO SUCCESS IN LUXURY GOODS 1.
The need for a strong name Why are you better off with the name of a person? Brand extension and legitimacy To make products that can be identified a) The primacy of design b) The 'reason for being' behind each product Products must be part of the social and cultural environment a) How to keep in line with social trends? B) Should one react when out of phase with the trends? THE MAJOR OPERATORS 1. What is the size of the luxury market?
How the French and the Italian perform? It this an oligopoly or an open market? The three large corporations a) LVMH b) Richemont c)PPR Gucci Can the mono brand company survive? CHAPTER 2 -- MAJOR LUXURY SECTORS A THE READY TO WEAR ACTIVITIES 1.
Luxury Brand Management has 60 ratings and 1 review. Junita said: Eyes opening towards luxury business. This is a good reference for those who want to st. Luxury Brand Management A World Of Privilege Pdf Luxury brand management: a world of privilege pdf book, luxury brand management: a world of privilege pdf book,.
The specific fashion business and the way to operate The different nationalities How to develop a brand? How to make money? Key management issues a) The creative process b) The worldwide presence c) Why is it difficult to make money?
The most frequent organization structure B. THE PERFUMES AND COSMETICS BUSINESS 1.
Ecognition Software Manual. The perfumes and cosmetic market a) Consumer expectations b) Product types c) The financial aspect 2. The major operators a) The major brands b) The major corporations c) Is there room for outsiders? Key management issues a) Sophisticated marketing b) Worldwide advertising and promotion c) Managing distribution networks Organization structures C. WINES AND SPIRITS 1. The wines and spirits market a) The 'brown' products b) The 'white' products c) Champagnes d) Other categories 2.
The major operators a) The major brands b) The major corporations 3. Key management issues a) Dealing with mass merchandisers b) The need for a worldwide structure c) Financing inventories d) The need for 'pull' marketing 4. Organization structures D.
THE WATCH AND JEWELRY MARKET 1. The market a) The jewelry market b) The watch market 2. The major operators a) The jewelry brands b) The watch brands 3. KEY MANAGEMENT ISSUES a) Retail versus wholesale b) Pricing and product lines for jewelry and watches c) The risk of the major customer 4. Organization structures CHAPTER 3 -- THE POWER OF THE LUXURY BRAND A.