Introduction xv CHAPTER 1 The Concept of Luxury 1
CHAPTER 2 Specificities of the Luxury Industry 27
CHAPTER 3 Major Luxury Sectors 51
CHAPTER 4 The Power of the Luxury Brand 91
CHAPTER 5 The Luxury Client 117
CHAPTER 6 Brand Analytical Tools 139
CHAPTER 7 Managing Creation 189
CHAPTER 8 Communication 215
CHAPTER 9 International Distribution 241
CHAPTER 10 Retailing 261
CHAPTER 11 Licensing Strategy 285
CONCLUSION 303
Index 307
MICHEL CHEVALIER is an expert in luxury brand management and
retailing. A consultant with EIM in Paris and a visiting professor
of luxury marketing and retailing at HEC and Paris-Dauphine
University in Paris, he is also the coauthor of Luxury Retail
Management and Luxury China, both published by Wiley.
GÉRALD MAZZALOVO is Managing Partner at Aravis S.A., a private
equity firm active in luxury brands. He is also visiting Professor
at Instituto de Empresa (Madrid), Université Paris-Dauphine, and
Université Lumière in Lyon. A former consultant at Arthur Andersen,
he has held the positions of president or CEO at luxury companies
such as Ferragamo, Loewe, Bally, and Clergerie, and has consulted
many multinational firms such as Pininfarina on strategic brand
management. He is the author of the book Brand Aesthetics and
coauthor of the book Pro Logo.
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