Managing Luxury Brands - by Eleonora Cattaneo (Paperback)

About the Book

Understand what makes a luxury brand, how to market one successfully and the latest opportunities created by technological developments and end-to-end sustainability with this complete guide to luxury brand management.

Book Synopsis

What are the key components of a luxury brand? How can luxury be marketed successfully in a changing global context? What opportunities does the increasing demand for sustainability and the latest technological developments present?

Managing Luxury Brands brings together insights from leading academics in the field to answer these questions and more in this comprehensive guide to luxury brand management. It examines what makes a luxury brand, the changing perception of luxury over time, and how to market luxury brands in light of socio and cultural developments and global market shifts. Featuring discussion points, key concept definitions and further reading suggestions for each chapter, it also explores how brands can embrace end-to-end sustainable luxury and the circular economy, and the opportunities of technological developments such as artificial intelligence, augmented reality and non-fungible tokens (NFTs).

Featuring case studies from a range of international brands such as Louis Vuitton, Michael Kors and Shanghai Tang, Managing Luxury Brands combines rigorous academic research with the authors' extensive consulting and industry experience to ensure that complex ideas are firmly grounded in real-world implications and applications throughout. Supported by online resources of lecture slides and video interviews with industry experts, this book is an essential resource for any student studying luxury brand management.

Review Quotes

"A must-read for anyone working in, or looking to enter, luxury brand management."-- "Tennille Kopiasz, Global Chief Marketing Officer, fresh/LVMH"

"A powerful guide to understanding cultural trends and global patterns that will impact fashion and luxury businesses"-- "Stephen Morgan, Managing Director, Vogue Business"

"For those who want to understand the current and emerging state of the luxury industry, this brilliantly researched work, written by true scholars and practitioners, is a must read."-- "Milton Pedraza, CEO, Luxury Institute"

"Offers an insightful perspective into the key challenges and opportunities for a sector that has specific peculiarities and has proven to be in continuous evolution."-- "Filippo Cavalli, Partner and Director, Style Capital SGR Spa"

"One of the most comprehensive takes on what makes the world of luxury tick."-- "Mickey Alam Khan, Founder, Luxury Daily"

"Provides insights into the emerging topics that the industry faces today, backed up by well-researched business cases."-- "Charlotte Keesing, Director Corporate Partnerships and International, Walpole"

About the Author

Eleonora Cattaneo (ed.) is Professor of Luxury Management and Director of the MSc and Executive Masters in Luxury Brand Management at Glion Institute of Higher Education in Switzerland. Previously, she was Senior Lecturer in luxury marketing and Head of the MA in Luxury Brand Management at Regent's University London. She has extensive consulting experience and has advised global brands and leading luxury hospitality groups. The author of several publications and papers, her research interests focus on rebranding, heritage branding and sustainable luxury buying behaviour. She is based in Ticino, Switzerland.