International best seller The Luxury Strategy: Break the rules of marketing to build luxury
brands written by two of the world's leading voices on luxury Jean-Noël Kapferer and Vincent
Bastien has now cemented its position as the global authority and reference book on luxury
business. This book is ideal for senior executives in the luxury markets entrepreneurs wishing
to create a luxury brand and students studying luxury brands in depth. The Luxury Strategy
defines the differences between premium and luxury products between a luxury and a fashion
strategy and why one needs to turn established marketing rules upside down to build luxury
brands. It provides a rigorous guide for true and long-lasting success in the field of luxury.
This essential guide rationalizes those business models that have achieved profitability and
unveils the original methods that were used to transform small family businesses such as
Ferrari Louis Vuitton Cartier Chanel Prada Hermès into profitable global brands. It
unveils the narrow path to keep growing while remaining exclusive. This revised edition builds
upon the content that has made this book a staple of the industry. It includes a new preface by
the authors and an updating of key cases. The book concludes with a new chapter that delves
into the consequences of the luxification of society the impact of Artificial Intelligence on
the sector as well as other new technologies and explores the need for the luxury industry to
serve as exemplars of best practice.
