Download The Road To Luxury: The Evolution, Markets and Strategies of by Ashok Som PDF

By Ashok Som

A thorough, accomplished consultant to the posh items for executives, marketers, and scholars to understand concerning the luxurious company

As key new luxurious markets like Asia, Latin the United States and Africa proceed to extend, ''The highway to luxurious: The Evolution, Markets and techniques of luxurious model Management'' offers pros drawn to the a holistic realizing of luxurious industry dynamics around the globe utilizing tales, stories, proper info and records on present industry traits. For traders, the booklet bargains useful perception on the place the is headed. For insiders and bosses, it offers invaluable info with which to craft profitable enterprise ideas. The definitive insider's advisor to the luxurious area by means of major figures within the box comprises rigorous educational facts, together with details at the company acceptance and appropriateness of varied state markets Examines ideas and good fortune components of key avid gamers, and perception into the structures and operations, retail, distribution and e-commerce, rising markets and rising manufacturers, in addition to administration kinds

For pros within the luxurious undefined, in addition to these learning it or making an investment in it, ''The highway to Luxury'' offers an entire and information-packed source overlaying nearly each point of this transforming into area

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Extra resources for The Road To Luxury: The Evolution, Markets and Strategies of Luxury Brand Management

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Scale rules in an industry where fixed costs have increasing importance. It is argued that “mega brands” will continue to dominate the luxury and fashion industry, enjoying faster top-line growth and superior profitability. Scale pays, as mega brands can lead the advertising expenditure league, while committing a smaller portion of their sales. Besides, scale allows superior downstream integration into retail. Various data confirm that there exists a direct relationship between sales per square meter and advertising expenditures.

Cartier adopted advertising through mobile phones. Companies like LVMH and Gucci also adopted online retail as an option for selling their products. This was quick to gain acceptance in Japan, where 20 percent of consumers make their purchases online. Some brands diversified during the recession to strategic but complementary businesses or acquired greater control of their current businesses. From 2000 onwards, most if not all luxury brands, be it multibrand conglomerates or family houses, expanded horizontally into different traditional luxury categories.

The consumer profile is evolving. Men also are spending on luxury products that portray quality, service, prestige, and gracious style. The brands have given birth to a need that does not exist and created an image that can seduce. Middle-class consumers are increasingly seeking quality and designer clothes. For example, recent trends show luxury consumers are purchasing one Brioni suit for $3,000 rather than three ordinary suits at $1,000 each. These consumers are both quality- and price-conscious and weigh their options on pleasure and aesthetic.

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