Understand what makes a luxury brand, how to market one successfully and the latest opportunities created by technological developments and end-to-end sustainability with this complete guide to luxury brand management.
Understand what makes a luxury brand, how to market one successfully and the latest opportunities created by technological developments and end-to-end sustainability with this complete guide to luxury brand management.
Chapter 01: Definitions of luxury and key facets of luxury branding; Section ONE: Luxury a changing paradigm?; Chapter 02: The evolving meaning of luxury brands and a framework for creating modern prestige; Chapter 03: Luxury trends accelerated by the Covid 19 pandemic; Chapter 04: The environmental and social impact of luxury consumer concerns and practices; Section TWO: Managing luxury brands today; Chapter 05: Sustainable luxury and circular economy; Chapter 06: Advances in digital new opportunities for luxury retail; Chapter 07: Developing profitable customer relationships through AI; Section THREE: New directions in luxury branding; Chapter 08: Luxury in the Metaverse The five forces of value creation for luxury brands in the Metaverse; Chapter 09: The 'brand origin' dilemma; Chapter 10: The niche world of ultra luxury brands A unique set of customers and how to act differently to serve them; Chapter 11: The old is the new 'new' Emerging business models in the luxury field renting and resale; Chapter 12: Future industry developments Experiential luxury, extreme personalization and bringing back the human factor in luxury branding;
Chapter 01: Definitions of luxury and key facets of luxury branding; Section ONE: Luxury a changing paradigm?; Chapter 02: The evolving meaning of luxury brands and a framework for creating modern prestige; Chapter 03: Luxury trends accelerated by the Covid 19 pandemic; Chapter 04: The environmental and social impact of luxury consumer concerns and practices; Section TWO: Managing luxury brands today; Chapter 05: Sustainable luxury and circular economy; Chapter 06: Advances in digital new opportunities for luxury retail; Chapter 07: Developing profitable customer relationships through AI; Section THREE: New directions in luxury branding; Chapter 08: Luxury in the Metaverse The five forces of value creation for luxury brands in the Metaverse; Chapter 09: The 'brand origin' dilemma; Chapter 10: The niche world of ultra luxury brands A unique set of customers and how to act differently to serve them; Chapter 11: The old is the new 'new' Emerging business models in the luxury field renting and resale; Chapter 12: Future industry developments Experiential luxury, extreme personalization and bringing back the human factor in luxury branding;
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