ABSTRACT

This book provides a comprehensive overview of the key themes surrounding luxury brand management and the core issues faced by luxury firms today. The luxury industry has undergone a series of dynamic changes in the past twenty years. Economic trends, digital transformation and changing consumer habits are creating a new competitive landscape where traditional strategies will not necessarily provide continued growth and profitability.

Approaching luxury from a realistic brand management perspective, this book works step-by-step through a typical luxury course structure, covering sustainability, heritage, emerging brands, digital marketing and analytics, curation, intellectual property, and start-ups. Each chapter is illustrated by a relevant international case study and further examples, as well as reflective questions to help gain insight from contemporary practice.

With additional PowerPoint slides and a test bank of questions available online, this comprehensive textbook should be core reading for postgraduate students studying luxury brand management or luxury strategy.

SECTION ONE: PEOPLE AND HISTORY   Chapter 1: Luxury Throughout History   Chapter 2: Luxury Start-Ups   Chapter 3: Contemporary People Issues in Luxury Brand Management   SECTION TWO: LUXURY PRODUCTS   Chapter 4: Legal Protection for Luxury Goods and the Counterfeiting Challenge   Chapter 5: The Case of the Wine Experience   Chapter 6: Luxury and Sustainability   SECTION THREE: DIGITAL BUSINESS   Chapter 7: Social Media Marketing in Luxury Brand Management   Chapter 8: Digital Marketing and Analytics for Luxury Brands   Chapter 9: The Future of Commerce with Digital Business