Pearl Academy

Luxury Brand Management: A World of Privilege; Contents; Introduction; Chapter 1: The Concept of Luxury; A Problematic Definition; The Paradox of Contemporary Luxury; Chronicle of a Semantic Evolution; Modern Dispersion; Etymology and Transformations; The Advent of Intermediate Luxury; Classification of Existing Definitions; Perceptual Approaches; Productive Approaches; Social and Individual Aspects; The Brand and Its Manifestations; Luxury Values; The Three Scales; The Semiotic Square of Consumption Values; True Luxury, Intermediate Luxury; Eccentric Luxury; Reasonable Luxury

Authentic LuxuryLuxury, Being and Appearing; The Square of Veracity; Five Sources of Legitimacy; Conclusion; Notes; Chapter 2: Specificities of the Luxury Industry; What Is So Different About the Luxury Goods Industry?; Company Size; Sales Figures Are Difficult to Compare; Limited Number of Staff; Financial Characteristics; A Very High Break-Even; A Limited Cash Need; Time Frame; The Fashion Cycle; Turnaround Time; The Key to Success in Luxury Goods; The Need for a Strong Name; Brand Extension and Legitimacy; Identifiable Products; The Primacy of Design; The Raison d'�Etre

Chapter 4: The Power of the Luxury Brand

The definitive guide to managing a luxury brand, newly revised and updated What defines a luxury brand? Traditional wisdom suggests that it's one that's selective and exclusive-to such a degree that only one brand can exist within each retail category (automobiles, fragrances, cosmetics, etc.). But this definition is inherently restrictive, failing to take into account the way in which luxury brands today are increasingly identified as such by their placement in stores and how consumers perceive them. This revised and updated edition of Luxury Brand Management, the first comprehensive book on