Luxury Brand Management in Digital and Sustainable Times, 4th Edition presents both the macro and micro-economic aspects of the luxury industry and the management, marketing, distribution, logistics and creation axes specific to the industry. Illustrated with many examples (over 450 brands are examined), it offers a general vision of the main luxury sectors (fashion, perfumes and cosmetics, wines and spirits, jewellery and watchmaking, leather goods and hotels) with precise indications on the size of the different sectors and information on the financial aspects of the main actors. It also discusses the relevant considerations on the notion of luxury and the implications of the growing importance of authenticity and sustainable development on the management of luxury brands and provides an analysis of the strategic issues faced by the companies featured in the book.

This new edition includes:

• A new chapter on the “Luxury of Tomorrow,” with particular focus on authenticity and durable development to take into account the issues of the consumers movement and the concept of using organic/natural resources in producing luxury goods
• An entirely rewritten chapter on “Luxury Clients” to take into account the geographical changes in the luxury consumption of the new client profiles, and a dedicated section on the Chinese customers (in Asia, the US and Europe)
• Major updates to the data and industry figures (market size, turnover and profitability of leading companies) to cover the changes that have taken place since the publication of the prior edition
• Analytical tools that aid in developing management of brand identity

MICHEL CHEVALIER is an expert in luxury brand management and retailing. He was Executive Vice President of Bluebell Asia Ltd, a distributor of luxury brands, operating retail stores in Asia. He also managed the Paco Rabanne perfumes and fashion companies. He is now the president of Parfums Dusita, Paris, and a visiting professor of Luxury Management at HEC Paris and Universita Cattolica di Milano. He is the co-author of Luxury Brand Management (with Gérald Mazzalovo) and Luxury Retail Management (with Michel Gutsatz).

GÉRALD MAZZALOVO is a brand expert who has been managing brands for the past 30 years. He has been CEO of brands such as Ferragamo (USA), Loewe, Ungaro, Bally, Clergerie and recently Jim Thompson Thai silk. He is currently a senior research fellow and faculty member at Sasin School of Management of Chulalongkorn University in Bangkok, Thailand. Gérald has taught in universities in France, Italy and Spain and has extensively published books and academic articles on brand management in general.

Introduction

Chapter 1 The Concept of Luxury

Chapter 2 Specificities of the luxury industry

Chapter 3 Major luxury sectors

Chapter 4 The power of the luxury brand

Chapter 5 The luxury client

Chapter 6 Brand Identity: concepts and analytical semiotic tools

Chapter 7 Additional Brand Analytical Tools

Chapter 8 Creation and merchandising

Chapter 9 Communication and digital disruption

Chapter 10  Becoming a global brand

Chapter 11 Retail management

Chapter 12 Sustainability and authenticity

Annexe A Applying brand identity analytical tools: The case of Sasin School of Business, the leading Thai business school, Chulalongkorn University (Bangkok, Phuket)

Annexe  Glossary of digital-related terms

Index