Understanding the Marketing Exceptionality of Prestige Perfumes

ISBN-13: 9781138580787 / Angielski / Twarda / 2018 / 188 str.

Nithda Horoszko; David Moskowitz; Howard Moskowitz

Opis

Women have an affinity with the brand of perfume they wear. Despite huge marketing budgets, established brands’ launches often fail, despite extensive marketing research and lavish resources. With case studies from Jill Sander, Estee Lauder and Dior, this book debunks the classic marketing techniques which often hinder the success of new perfumes.

Spis treści

List of figures; List of tables; List of ‘For the Professionals’; Foreword; Preface; Chapter 1. Moving from a Luxury Market to a ‘Mass Luxury’ Market; Chapter 2. The Principle of Affinity and DNA of a Brand; Chapter 3. Motivations for Buying a Prestige Perfume; Chapter 4. Introduction the Notion of DNA for a Perfume Brand; Chapter 5. Discovering and Pinpointing the Brand DNA of Five Great Perfume Brands; Chapter 6. Valuing Perfume Lines According to the Specific Criteria of the Brand DNA; Chapter 7. A Case Study to Explicate the Method; Chapter 8. How to Develop a Second/Third (or Further) Perfume of a Brand; Chapter 9. Inside the Mind – Expectations about one’s Perfume; Chapter 10. About the Niche Brands; Chapter 11. What we should Keep in Mind Regarding Prestige Perfumes; Chapter 12. The Mass-Market Perfumes; Chapter 13. About Body Sprays; Chapter 14. Summary of the Rules for Each of the Three Perfume Categories; A perfumer speaks… Postscript from the standpoint of the fragrance-maker (Thierry Trotobas); Index