Luxury Brand Management in Digital and Sustainable Times

ISBN-13: 9781119706281 / Angielski / Twarda / 2021 / 544 str.

Gerald Mazzalovo

Spis treści

Introduction viiChapter 1: The Concept of Luxury 1Chapter 2: Specificities of the Luxury Industry 38Chapter 3: Major Luxury Sectors: Ready-to-Wear, Perfumes and Cosmetics, and Leather Goods 66Chapter 3: Major Luxury Sectors: Wines and Spirits, Jewelry and Watches, and Hotels and Hospitality 98Chapter 4: The Power of the Luxury Brand 130Chapter 5: The Luxury Client 161Chapter 6: Brand Identity: Concepts and Analytical Semiotic Tools 188Chapter 7: Additional Brand Analytical Tools 227Chapter 8: Creation and Merchandising 276Chapter 9: Communication in Digital Times 324Chapter 10: Managing a Global Brand 377Chapter 11: Retail Management 417Chapter 12: Sustainability and Authenticity 452Appendix A: Applying Brand Identity Analytical Tools 483Appendix B: Glossary of Digital-Related Terms 491Index 497

O autorze

MICHEL CHEVALIER is an expert in luxury brand management and retailing. He was Executive Vice President of Bluebell Asia Ltd, a distributor of luxury brands, operating retail stores in Asia. He also managed the Paco Rabanne perfumes and fashion companies. He is now the president of Parfums Dusita, Paris, and a visiting professor of Luxury Management at HEC Paris and Universita Cattolica di Milano. He is the co-author of Luxury Brand Management (with Gérald Mazzalovo) and Luxury Retail Management (with Michel Gutsatz).GÉRALD MAZZALOVO is a brand expert who has been managing brands for the past 30 years. He has been CEO of brands such as Ferragamo (USA), Loewe, Ungaro, Bally, Clergerie and recently Jim Thompson Thai silk. He is currently a senior research fellow and faculty member at Sasin School of Management of Chulalongkorn University in Bangkok, Thailand. Gérald has taught in universities in France, Italy and Spain and has extensively published books and academic articles on brand management in general.