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Product details

File Size: 2109 KB

Print Length: 240 pages

Publisher: Kogan Page; 1 edition (March 3, 2015)

Publication Date: March 3, 2015

Sold by: Amazon Digital Services LLC

Language: English

ASIN: B00TX3M5JY

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Amazon Best Sellers Rank:

#505,027 Paid in Kindle Store (See Top 100 Paid in Kindle Store)

An excellent companion to The Luxury Strategy, I highly recommend this book by Kapferer.Full of insights are relevant information on the constantly evolving luxury landscape, the book is ideal for any luxury professionals serious about the industry and the opportunities it presents.

This is a very nice read on luxury brands and how they sustain their place through unique and strong branding.

Wonderful insight into the intricacies of managing luxury brands. As a high-school student completing an independent study in the behavioral economics behind the luxury industry, this book perfectly suited my needs.

Buy the red book and read it first. I believe it’s called “the luxury strategy” by the same author

My book came with folded pages on the back. NOT HAPPY

Luxury brands are often in a difficult position. They can sell desirable products at a high price with a deliberately constrained level of supply. It can be tempting to add more inventory to squeeze out even more revenue and profit, yet where do you draw the line. Is it worth risking your luxury brand and position by sliding towards commoditisation?The author takes a specialised, focussed look at this thorny issue, hopefully guiding the reader towards the ideal balance. Even to the outsider, this can be a fascinating subject to consider, although the book’s price might mean it is less of an impulse buy to the information-curious. If you have a practical business need for this kind of information and thoughts you won’t even think about the price.Written as a series of essays, the author considers many different issues such as brand sustainability, transforming product positioning, logos, pricing and marketing exclusivity.You don’t need to work within a luxury brand sector-company to get a lot of benefit out of the book. You just need to leave yourself enough time to think about the points raised by the author and really maximise the benefits of his counsel. A lot of the author’s thinking can be applied universally if you try hard enough.

What I love about this book is that it is "Kapferer" on luxury, and not just another book on the trendy topic of luxury. And what does this mean? It means, I believe, a book where concepts are explained and used in a neat and clean fashion, disentangled from adjacent concepts. Luxury is different from premium, and from fashion. This book also a fantastic read for anyone who wants to understand what is the luxury model, from all the perspectives: marketing, of course, but also from a corporate strategy point of view. It appears that understanding luxury is not only about understanding what it represents for the consumers, and why consumers love luxury products, but it is also about grasping that luxury is an industry, as well as an economic model, with its rules and results. And to grow a luxury business, a company has yet to remain rare. How can they achieve that? Read the book and you'll understand!I also enjoyed reading about the relationship between luxury and arts. It is very well thought: "Art reinforces [luxury brands'] symbolic authority", and it helps all the industry "downplay the social stratification motivation of consumer demand and to foster more humanistic motivations, such as [...] tradition, culture, [...] creativity, and timelessness."This book is based on research and that makes it a very unique read, for researchers and practitioners alike.I enjoyed reading it and learned a lot from it.

Jean-Noel Kapferer is a true thought-leader in the luxury segment. ‘Kapferer on Luxury’ is another brilliant book from Dr. Kapferer. I found it very easy to read as it is a compilation of many articles. It’s clear, concise, and forward-thinking.As someone who makes their living in the luxury segment, I feel comfortable writing that you’re not really in the luxury segment unless you’re reading everything Kapferer writes. And if you’re in the luxury segment then you’ll also find yourself referring back to his books on a routine basis. ‘Kapferer on Luxury’ is no different.If you’re a marketer you’ll find the book fascinating. If you’re a luxury marketer or a manager in the luxury segment then consider this book ‘required reading.’

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