Luxury strategy in action

The meaning of luxury and the sorts of customers that buy luxury have continually been evolving, but never as dramatically as in the past 20 years. With more potential consumers, the luxury sector is today healthier than ever. However luxury companies have had to completely rethink their strategies and to rely on state-of-the-art marketing and management tools to help them keep up with consumers' shifting expectations, desires and dreams. Luxury Strategy in Action presents the view of an international panel of luxury experts on what is luxury management nowadays, how it is evolving, and which fundamentals are necessary to manage in this time of change. This book provides an insight into luxury management through a strategic approach, analyzing the latest trends in the industry, like the impact of online social networks and the role of emerging markets. It thus provides a multicultural, holistic perspective designed to create challenges to the established rules of the luxury industry.

1 The evolution of the luxury market : stairway to heaven? / Ivan Coste-Maniere, Katrina Panchout, and Jacques Molas -- 2 Luxury business : multinational organizations and global specializations / Francesco Giliberti Birindelli -- 3 Finance survival guide : value creation and pina coladas / Giulio Pizzini -- 4 The PIER framework of luxury innovation / Jonas Hoffmann and Betina Hoffmann -- 5 Retailing in the luxury industry / Alessandro Quintavalle -- 6 Internet, social media and luxury strategy / Fleur Gastaldi -- 7 Branding principles in the luxury industry / Tinne Van Gorp -- 8 Brand extensions in the luxury industry / Rasa Stankeviciute -- 9 Sustainable development in the luxury industry : beyond the apparent oxymoron / Christophe Sempels.