Download or read book Designing Luxury Brands written by Diana Derval and published by Springer. This book was released on 2018-04-13 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book shows how to build successful luxury brands using the power of sensory science and neuro-physiology. The author introduces – based on inspiring business cases like Tesla, Louis Vuitton, Chanel, Hermès, Moncler, Louboutin, or Sofitel in industries such as Fashion, Automotive or Leisure – groundbreaking scientific methods - like the Derval Color Test® taken by over 10 million people - to predict luxury shoppers’ preferences and purchasing patterns and illustrates common and unique features of successful luxury brands. Through various practical examples and experiments, readers will be able to build, revamp, or expand luxury brands and look at luxury from a new angle.
Download or read book Designing Brand Identity written by Alina Wheeler and published by John Wiley & Sons. This book was released on 2012-10-11 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt: A revised new edition of the bestselling toolkit for creating, building, and maintaining a strong brand From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity, Fourth Edition offers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new case studies showcasing successful world-class brands, this Fourth Edition brings readers up to date with a detailed look at the latest trends in branding, including social networks, mobile devices, global markets, apps, video, and virtual brands. Features more than 30 all-new case studies showing best practices and world-class Updated to include more than 35 percent new material Offers a proven, universal five-phase process and methodology for creating and implementing effective brand identity
Download or read book Luxury Fashion Branding written by U. Okonkwo and published by Springer. This book was released on 2016-01-18 with total page 481 pages. Available in PDF, EPUB and Kindle. Book excerpt: This groundbreaking fashion branding and management text brings an analytical business dimension to the marketing and corporate techniques of the luxury fashion goods industry. It will make engaging reading for anyone who wishes to learn about the captivating business of turning functional products into objects of desire.
Download or read book Fashion Brands written by Mark Tungate and published by Kogan Page Publishers. This book was released on 2005 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: Analyzes fashion from a marketing perspective including brands, logos, advertising and psychology.
Download or read book Digital Luxury written by Wided Batat and published by SAGE. This book was released on 2019-04-29 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: The fashion and luxury industries have been well-established for centuries, but the new disruptive digital environment is causing these industries to rethink their business case and adapt their brand offerings for consumers and experiences both online and offline, mixing physical place and digital space: phygital. This exciting new text, the first on this timely subject, written by an expert author explores the current malaise and offers ways forward through a mixture of research and practice-led examples.
Download or read book Storytelling in Luxury Fashion written by Amanda Sikarskie and published by Routledge. This book was released on 2020-11-22 with total page 211 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines the ways in which luxury fashion brands use their heritage in their digital storytelling and marketing. With chapters from authors in China and Macau (PRC), India, Romania, Turkey, the United Kingdom, and the United States, covering British, Chinese, French, Japanese, Indian, Italian, and Turkish brands, this truly global collection is the first book of its kind devoted solely to the emerging study of digital heritage storytelling. This method of reaching potential consumers and perpetuating brand identity is a hugely important factor in the marketing of luxury brands and has yet to be studied comprehensively. The book will be of interest to scholars working in fashion studies, fashion history, design history, design studies, digital humanities, and fashion marketing.
Download or read book Luxury Fashion written by Caroline Cox and published by Bloomsbury Visual Arts. This book was released on 2013 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Luxury brands are not about banal retro styling or taking refuge in past glories; they are brands with a heritage that still chimes with contemporary culture. Luxury Fashion is a unique tribute to the world's most hallowed fashion brands. Glossy and highly informative, it provides in-depth feature portraits of fifty of the finest luxury fashion brands (renowned heritage labels and hidden gems) as well as an essential directory of a further 150 brands, which includes details of key items and where to find them. Each featured brand is beautifully illustrated, with historical and contemporary images, evoking the story of how artisans from all over the world have created objects of desire that have endured because of their superb quality, superior craftsmanship and timeless design appeal. Lively, insightful text explores manufacturing processes and materials, revealing how the most revered fashion brands have maintained astonishingly long lineages. This illuminating sourcebook uncovers the story the most fabled creators, from Hermès of Paris and Trickers of London through to legendary US brands Chippewa and Wesco. A luxurious and sophisticated volume, Luxury Fashion will captivate and inform even the most avid fashion devotee.
Download or read book Designing Luxury Brands written by Diana Derval and published by . This book was released on 2018 with total page 170 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book shows how to build successful luxury brands using the power of sensory science and neuro-physiology. The author introduces – based on inspiring business cases like Tesla, Louis Vuitton, Chanel, Hermès, Moncler, Louboutin, or Sofitel in industries such as Fashion, Automotive or Leisure – groundbreaking scientific methods - like the Derval Color Test® taken by over 10 million people - to predict luxury shoppers’ preferences and purchasing patterns and illustrates common and unique features of successful luxury brands. Through various practical examples and experiments, readers will be able to build, revamp, or expand luxury brands and look at luxury from a new angle. I myself often question the sustainability of luxury marketing, because I often fail to find the scientific explanation of many happenings of the world of luxury. This sometimes frustrates me. However, Professor Derval gives me faith in the luxury industry because she brings to the table scientific tools and approaches to creating, developing, and revamping luxury brands. I’ve had the pleasure to read one of her previous books ?The Right Sensory Mix?, and since then my understanding of the luxury market has elevated and she has brought sense to an industry driven by emotional preferences. Reading this book, I was again genuinely looking forward to acquiring more scientific tools to understand and grow the brands I service. Annie Ho, General Manager Greater China, Stella McCartney, Kering group Once again, I am very impressed with Diana Derval's new book. Through lively case studies, powerful marketing tools, and inspiring neuroscientific findings, she manages to explain the whys behind luxury mysteries. Designing luxury brands is a must read for both industry leaders and learners. Philip Kotler, , S.C. Johnson & Son Professor of International Marketing, Kellogg School of Management Luxury is first and foremost an emotion. This book will help create this emotion and unlock endless opportunities, through a deep understanding of customers. Yves Bonnefont, CEO, DS Automobiles.
Download or read book The Luxury Strategy written by Jean-Noël Kapferer and published by Kogan Page Publishers. This book was released on 2012-09-03 with total page 408 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It 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, Armani, Gucci, and Ralph Lauren into profitable global brands. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.
Download or read book Deluxe written by Dana Thomas and published by Penguin. This book was released on 2007-08-16 with total page 384 pages. Available in PDF, EPUB and Kindle. Book excerpt: “With Deluxe: How Luxury Lost Its Luster, [Dana] Thomas—who has been the cultural and fashion writer for Newsweek in Paris for 12 years—has written a crisp, witty social history that’s as entertaining as it is informative.” —New York Times From the author of Fashionopolis: The Price of Fast Fashion and the Future of Clothes Once luxury was available only to the rarefied and aristocratic world of old money and royalty. It offered a history of tradition, superior quality, and a pampered buying experience. Today, however, luxury is simply a product packaged and sold by multibillion-dollar global corporations focused on growth, visibility, brand awareness, advertising, and, above all, profits. Award-winning journalist Dana Thomas digs deep into the dark side of the luxury industry to uncover all the secrets that Prada, Gucci, and Burberry don't want us to know. Deluxe is an uncompromising look behind the glossy façade that will enthrall anyone interested in fashion, finance, or culture.
Download or read book International Luxury Brand Strategy written by Pierre Xiao Lu and published by Routledge. This book was released on 2021-11-21 with total page 251 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book looks at luxury brand management and strategy from theory to practice and presents new theoretical models and solutions for how to create and develop a worldwide luxury brand in the twenty-first century. The book gives an overview of how a luxury brand is created through the understanding and application of economic rules and through firms adopting new management models across multiple business dimensions. It also explains the application of theories and models and illustrates specific issues through case studies drawn from international markets such as China and France. The Chinese cases provide unique opportunities and insights into how these new luxury brands were created and how they have benefited from the international market over time. From the international brand management perspective, this book is a useful reference for anyone who wants to learn more about luxury brand management and to better understand how the international market has evolved and how products may change the rules of the game.
Download or read book Designing Luxury Brands written by Diana Derval and published by Springer Nature. This book was released on 2024 with total page 255 pages. Available in PDF, EPUB and Kindle. Book excerpt: Zusammenfassung: This book, a second offering after the successful first edition, shows how to build successful luxury brands using the power of sensory science and neuropsychology. The author presents inspiring business cases like Tesla Cybertruck, Chanel, KaDeWe, Baccarat, JACQUEMUS, NASA, MUD Jeans, Lilium, Rémy Cointreau, FENG J, Moncler, Louboutin, or Raffles Dubai in industries such as Fashion, Automotive or Leisure. The book highlights groundbreaking scientific methods - like the Derval Color Test® taken by over 30 million people - to help predict luxury shoppers' preferences and purchasing patterns. Game-changing and unique features of successful luxury brands are decoded. Through various practical examples and experiments, readers will be able to build, revamp, or expand luxury brands and look at luxury from a new angle
Download or read book Fashion Branding and Communication written by Byoungho Jin and published by Springer. This book was released on 2017-04-26 with total page 199 pages. Available in PDF, EPUB and Kindle. Book excerpt: This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands. Brand is a critical asset many firms strive to establish, maintain, and grow. It is more so for fashion companies when consumers purchase styles, dreams and symbolic images through a brand. The volume starts with an introductory chapter that epitomizes the essence of fashion brand management with a particular emphasis on emerging branding practices, challenges and trends in the fashion industry. The subsequent five cases demonstrate how a family workshop from a small town can grow into a global luxury or premium brand within a relatively short amount of time. Scholars and practitioners in fashion, retail, branding, and international business will learn how companies can establish a strong brand identity through innovative strategies and management.
Download or read book Designing the Brand Identity in Retail Spaces written by Martin M. Pegler and published by Bloomsbury Publishing USA. This book was released on 2015-02-12 with total page 305 pages. Available in PDF, EPUB and Kindle. Book excerpt: Overzicht in woord en beeld dat laat zien hoe architecten en winkelontwerpers 47 gerenommerde merken van over de hele wereld in de winkel tentoon stellen.
Download or read book Selling Luxury written by Robin Lent and published by John Wiley & Sons. This book was released on 2009-05-27 with total page 180 pages. Available in PDF, EPUB and Kindle. Book excerpt: Selling high-end luxury creations requires a different set of skills than does traditional selling. Clients have high expectations for the service they receive and base their purchasing decisions more on emotion and desire than practical need. Whether you are selling diamond bracelets or sports cars, the key to concluding the sale lies in how well you sell rather than what you sell. In Selling Luxury, Robin Lent and Geneviève Tour explore every component of luxury sales and offer proven, practical strategies for connecting with customers. Rather than sales associates, the luxury market calls for “Sales Ambassadors” who represent the brand with distinction. Sales Ambassadors understand how to connect with customers by discovering their unique motivational desires. This requires a multitude of specialized skills: passion, perseverance, empathy, daring, and curiosity. Through personalized service each and every time, Sales Ambassadors are able to build trust, brand loyalty, and lasting customer relationships. If you want to succeed in the luxury sales universe, Selling Luxury is for you. You’ll pick up the skills and approaches that work everyday in a multitude of situations. You’ll learn how to: Connect emotionally with customers Exceed your customers’ expectations Turn every customer contact into a brand experience Personalize your customer service Learn about customers through observing and discovery Create the desire to purchase Deal positively with customer objections Build a relationship of trust and brand loyalty The universe of luxury is no place for traditional hard-sell tactics. Instead, you have to subtly adapt to your customer in a deeper way. Doing so takes a truly personal touch. Selling Luxury shows you how to develop these skills and make them a key part of your own unique selling style.
Download or read book Creating a Brand Identity A Guide for Designers written by Catharine Slade-Brooking and published by Laurence King Publishing. This book was released on 2016-01-18 with total page 427 pages. Available in PDF, EPUB and Kindle. Book excerpt: Creating a brand identity is a fascinating and complex challenge for the graphic designer. It requires practical design skills and creative drive as well as an understanding of marketing and consumer behaviour. This practical handbook is a comprehensive introduction to this multifaceted process. Exercises and examples highlight the key activities undertaken by designers to create a successful brand identity, including defining the audience, analyzing competitors, creating mood boards, naming brands, designing logos, presenting to clients, rebranding and launching the new identity. Case studies throughout the book are illustrated with brand identities from around the world, including a diverse range of industries – digital media, fashion, advertising, product design, packaging, retail and more.
Download or read book Rethinking Prestige Branding written by Wolfgang Schaefer and published by Kogan Page Publishers. This book was released on 2015-05-03 with total page 269 pages. Available in PDF, EPUB and Kindle. Book excerpt: What makes someone covet a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their categories? What does Gucci's approach to marketing have in common with Nespresso's? And why do some people pay a relative fortune for Renova toilet paper or Aesop detergent even though they hardly ever 'advertise' and seem to have none of the 'functional performance advantages' conventional marketers would seek to demonstrate? Prestige brand experts JP Kuehlwein and Wolfgang Schaefer have dedicated themselves to studying what drives the success of prestige brands. Rethinking Prestige Branding collects their insights. Uncovering the secrets of why and how some brands are created more equal than others, Rethinking Prestige Branding includes over 100 case studies from Apple and Abercrombie & Fitch to Tate Modern and Tesla. Rather than re-telling brand success stories or re-hashing long-standing marketing principles, it takes readers on a colourful journey behind the scenes of today's marketing pros. This book will fascinate marketing professional just as much as those who are simply curious as to how premium brands tick.
