Customer Reviews

The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands

5 star:		(10)
4 star:		(0)
3 star:		(0)
2 star:		(0)
1 star:		(0)

 

 

This is a unique book and very interesting for people involved in understanding the current and future luxury industry characteristics. It discusses the main issues and principles of luxury management, it is very clear and it mentions many practical cases from this industry. It clarifies the borders of real luxury, it is a perfect guide for entrepreneurs and managers which want to succeed in luxury branding. I suggest to read this book because it is different from the others and it is written by two internationally recognized experts in this field.

Highly recommended! This one actually prompted me to get out the notebook and post-it flags. I find myself constantly referring back to this book, especially to the many helpful exercises on building brand identity and positioning.

I'm especially pleased that the authors spend some time differentiating between premium and luxury brands, which is overlooked in nearly every other luxury industry book.

THE LUXURY STRATEGY: BREAK THE RULES OF MARKETING TO BUILD LUXURY BRANDS discusses the luxury market and how to break in, and comes from two industry insiders who analyze what makes a luxury brand and how to employ strategies to make the most of pricing, distribution and more. Models for profitable luxury businesses compliment tips on learning from luxury experiences in a title highly recommended for any basic business collection.

This book was far more complete than I expected. I hope it works for me ;)

This book provides real insights, examples and explanation about the luxury strategy. It shows how a luxury strategy can be implemented in any industry, with lively examples but also with a strong theoretical background. It is not a simple collection of success stories, but rather an explanation of what luxury is, where it comes from and how it can be successfully implemented, from a marketing, strategic and financial point of view.

As a professional on Luxury and Licensing, I have really appreciated this book nice to read and, in particular, its normative speech that sets it apart from other books on the same subject: not only a description of what's done but also what should be done and what should not be done.
As an example, I think it is a useful reading if you want to know "when, how and why leave the luxury sector"! To enter the luxury market or to get out of it are corporate strategies that need to be clearly decided before implementation.

The luxury universe needed this book. It offers a compelling and appropriate clarification of the boundaries that divide luxury from premium. It is a reference book even for those involved in non-luxury markets as it provides a useful perspective and source of inspiration.
David Krzypow
[...]

Very insightful and detailed work. The font of the book makes it difficult to read, but overall I definitely recommend to everyone who is interested in Luxury Marketing.

It is a great book and everyone should read it. I read it twice and learned many things each time. I have the highest regard for both Jean Noel Kapferer and Vincent Bastien. They are true intellectuals and very experienced luxury veterans, and most of their points are correct, in my view. Their history of luxury is absolutely insightful and fantastic. Although we may not agree with every point they make, their brilliant book will inspire highest-level friendly and constructive debate that will benefit everyone in the luxury industry, especially the luxury customer."

An important and outstanding book. It provides the necessary insights to understand the European perspective on luxury. Americans will be intrigued and disagree with some of it; they'll also experience many "aha" moments. I recommend it to all my clients.