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.

Author: Sylvie Studente
Binding Type: Paperback
Publisher: Routledge
Published: 03/31/2023
Series: Mastering Luxury Management
Pages: 162
Weight: 0.68lbs
Size: 9.69h x 6.85w x 0.39d
ISBN: 9780367859305

About the Author

Sylvie Studente is Assistant Professor at Regent's University London.

Eleonora Cattaneo is Professor of Marketing at César Ritz Colleges Switzerland.