Foreword ix Introduction xi
Chapter 1: Challenges and Market Size 1
Case study: Alfred Dunhill 19
Chapter 2: The Chinese Luxury Client 29
Case study: Shanghai Tang 45
Chapter 3: Chinese Consumer Attitudes Toward Luxury 53
Case study: Rolex in China 77
Chapter 4: How to Distribute in China 85
Case study: Shiatzy Chen 99
Chapter 5: Retailing and Licensing in China 105
Case study: Louis Vuitton in China 125
Chapter 6: Communication and Advertising 137
Case study: The War of the Spirits 165
Chapter 7: Brand Protection and Counterfeit Activities 175
Case study: Liuli Gongfang: Breaking into Luxury by way of Glass
189
Appendices 195
Bibliography 241
Index 245
Michel Chevalier, a graduate of HEC in France, holds an MBA and a
Doctorate from Harvard Business School. He started his career at
the Boston Consulting Group, then worked for S.C. Johnson and moved
into the luxury field. He was successively general manager of Paco
Rabanne Perfumes, chairman of Paco Rabanne Fashion, executive vice
president of Bluebell Asia Ltd. in Hong Kong and in Tokyo, as well
as chairman of the Revillon fashion group in Paris. He is now a
consultant for EIM in Paris and office manager of EIM Shanghai.
Michel teaches at University Paris Dauphine and Institut Supérieur
du Luxe in Paris specializing in luxury for their MBA course. He
has also published numerous articles in journals on retailing and
coauthored the books, Pro Logo and Luxury Brand Management, with
Gérald Mazzalovo.
Pierre Xiao Lu is an Assistant Professor of Marketing at Fudan
University?s School of Management in Shanghai and the Visiting
Professor of Marketing at ESSEC Paris-Singapore. He also consults
for many multinational luxury firms, such as Lacoste S.A., LVMH,
PPR-Gucci and MasterCard. Professor Lu specializes in luxury
consumer behavior in China and luxury brand management in Asia.
After working for several years at ESSEC?s luxury industry research
center, he received his Ph.D. from ESSEC Business School Paris. His
articles on the luxury industry and Chinese luxury consumers have
been published in professional and academic journals, such as AMA,
AFM, Comité Colbert, Harvard Business Review China and Financial
Times China. He is also the author of Elite China and translated
Luxury Brand Management into Chinese.
This is the first book to provide all necessary information for a
luxury brand trying to develop its business in China. It indicates
how the consumers, the stores, the markets and the communication
tools are different and must be understood and used in a consistent
and harmonious way. It gives examples of brands that have done well
and brands that have done less well, so that the reader can
understand the best practices in this territory.
- Mimi Tang, President, Asia and Pacific, Gucci Group Is the China
luxury market a long-term gold mine, a short-term mine field, or
both? This timely and insightful book answers this question?and
many more! No doubt a book every manager of the industry should
read before investing or investing more in this fascinating
country.
- Eric Douilhet, President, Bluebell (Asia) Ltd.
The Chinese El Dorado for luxury brands is not a quiet one-way
street. More than anywhere else in the world the learning curve is
a long and sometimes painful process. In Luxury China, Michel
Chevalier and Pierre Lu share their outstanding experience of
luxury brand management in China to help us assess and understand
the marketing and business challenges, and better respond to
them.
- Alexandre Fauvet, Director for Licenses & Distribution, Lacoste
SA
Luxury China provides a complete exploration and explanation of the
argument that China?s potentially substantial surplus from foreign
businesses can be considerably justified by the success of the
luxury sector. Through affluent cases from both Europe and China,
readers will learn about the vigor, acceleration, and future of the
Chinese consumer market.
- Professor Lu Xiongwen, Dean, School of Management, Fudan
University
The merit of this book, Luxury China: Market Opportunities and
Potential, is that it is the first one to clearly indicate and to
substantiate the fact that China has become a priority for the most
dynamic brands and it gives very clear indications about the way in
which the market should be developed.
- Sidney Toledano, President and CEO, Christian Dior Couture
Ask a Question About this Product More... |