Kapferer on Luxury: How Luxury Brands Can Grow Yet Remain Rare

I'm running my own luxury brand...I learnt so much from his books..

If you're in the luxury space then you should read everything that Kapferer writes. This book is no different.

Luxury brands are often in a difficult position. They can sell desirable products at a high price with a deliberately constrained level of supply. It can be tempting to add more inventory to squeeze out even more revenue and profit, yet where do you draw the line. Is it worth risking your luxury brand and position by sliding towards commoditisation?The author takes a specialised, focussed look at this thorny issue, hopefully guiding the reader towards the ideal balance. Even to the outsider, this can be a fascinating subject to consider, although the book’s price might mean it is less of an impulse buy to the information-curious. If you have a practical business need for this kind of information and thoughts you won’t even think about the price.Written as a series of essays, the author considers many different issues such as brand sustainability, transforming product positioning, logos, pricing and marketing exclusivity.You don’t need to work within a luxury brand sector-company to get a lot of benefit out of the book. You just need to leave yourself enough time to think about the points raised by the author and really maximise the benefits of his counsel. A lot of the author’s thinking can be applied universally if you try hard enough.

An excellent companion to The Luxury Strategy, I highly recommend this book by Kapferer.Full of insights are relevant information on the constantly evolving luxury landscape, the book is ideal for any luxury professionals serious about the industry and the opportunities it presents.

Buy the red book and read it first. I believe it’s called “the luxury strategy” by the same author

Wonderful insight into the intricacies of managing luxury brands. As a high-school student completing an independent study in the behavioral economics behind the luxury industry, this book perfectly suited my needs.

This is a very nice read on luxury brands and how they sustain their place through unique and strong branding.

My book came with folded pages on the back. NOT HAPPY

Excellent Resource

Looks like old book... Cover badly kept. This is the second time ordered same book that too at higher price after recieving wrong book previously. Bad overall experience.

This book is a fascinating read and offers new and current insights from the top expert and author of "The Luxury Strategy". Definitely recommend reading!

Ho acquistato in passato il libro The Luxury Strategy di Kapferer ( The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands ) e sono rimasta molto positivamente colpita dalla conoscenza approfondita sul tema e dall'esperienza di questo autore nel campo del luxury. Non a caso ha lavorato come senior executive in questo settore. Ho acquistato anche questo libro che e' una continuazione di quello precedente ed approfondisce alcuni temi che sono diventati molto pressanti negli ultimi due anni, soprattutto a seguito dell'esplosione (ed implosione) degli acquisti in Cina e nei mercati asiatici ed al cambiamento dell'assetto della distribuzione della ricchezza a livello globale.Il quesito che questo libro affronta e' come un marchio luxury possa sostenere la crescita senza perdere il suo valore e la qualità' del "vendere un sogno". Il tema e' affrontato da diversi angoli: dall'utilizzo di internet, all'utilizzo dei loghi, al tema della sostenibilita'. Se siete interessati alla strategia del settore luxury i libri di Kapferer sono di gran lunga i migliori sul mercato.L'unico problema - non legato alla qualita' dei contenuti - e' che la versione Kindle del libro continua a bloccarsi e non si riesce a girare pagina. Veramente scocciante. Meglio evitare la versione kindle ed andare per la versione cartacea. The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands

Bon résumé de la vision et des perspectives du luxe actuelles. Kapferer donne ces points de repère indispensables pour qui veut appréhender le secteur du luxe sous toutes ses facettes. Un bon exercice d'anglais, car le livre n'existe malheureusement pas en français. Mais le luxe étant très international, c'est aussi bien d'en maîtriser le vocabulaire dans la langue qui lui sert de pivot.