Kapferer on Luxury ― How Luxury Brands Can Grow Yet Remain Rare

Kapferer, a researcher and specialist in luxury and its brands, considers the challenge of major luxury brands to pursue growth yet retain their rarity and exclusivity. He analyzes the current “artification” of luxury and the increase of “abundant rarity” strategies that aid in sustaining luxury with higher volumes, and discusses internet issues and the management of luxury companies and groups. He addresses the role of Chinese consumers, the role of the internet and social networks in consumer behavior, and the blurred boundaries between luxury, fashion, premium, and mass prestige brands, as well as the new demands for sustainable development; how luxury brands can follow a fashion business model and construct themselves as art; how to adapt price and logo to different segments; why brands should retain local production; consumer psychology regarding luxury prices; different business models; why family-owned companies should join luxury groups; and developing luxury brands within groups. Some chapters have been previously published as articles in journals. Annotation ©2015 Ringgold, Inc., Portland, OR (protoview.com)

Jean-Noël Kapferer is an expert on brand management. His books The New Strategic Brand Management and The Luxury Strategy (Kogan Page) are key reference works for MBA programs worldwide. He holds the Pernod-Ricard Chair on Prestige and Luxury Management at HEC Paris. Also a consultant, he is a member of the board of a major luxury brand, and frequently gives executive seminars on luxury in Paris, China, the US, Japan, Korea and India.