{"product_id":"the-road-to-luxury-isbn-9780470830024","title":"The Road to Luxury","description":"\u003cp\u003e\u003cb\u003eA thorough, comprehensive guide to the luxury goods industry for executives, entrepreneurs, and students interested to know about the luxury business\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAs key new luxury markets like Asia, Latin America and Africa continue to expand, \u003ci\u003eThe Road to Luxury: The Evolution, Markets and Strategies of Luxury Brand Management\u003c\/i\u003e gives professionals interested in the industry a holistic understanding of luxury market dynamics around the world using stories, experiences, relevant data and statistics on current market trends. For investors, the book offers valuable insight on where the industry is headed. For industry insiders and executives, it presents valuable data with which to craft successful business strategies.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eThe definitive insider's guide to the luxury sector by leading figures in the field \u003c\/li\u003e \u003cli\u003eIncludes rigorous academic data, including information on the business attractiveness and appropriateness of various country markets \u003c\/li\u003e \u003cli\u003eExamines strategies and success factors of key players, and insight into the systems and operations, retail, distribution and e-commerce, emerging markets and emerging brands, as well as management styles\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eFor professionals in the luxury industry, as well as those studying it or investing in it, \u003ci\u003eThe Road to Luxury\u003c\/i\u003e presents a complete and information-packed resource covering virtually every aspect of this growing sector.\u003c\/p\u003e \u003cp\u003eAcknowledgments xi\u003c\/p\u003e \u003cp\u003eAbout the Authors xiii\u003c\/p\u003e \u003cp\u003ePrologue: The Pink Bag 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1: Introduction: Definition and Crisis of Luxury 5\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIssues of Defining Luxury 6\u003c\/p\u003e \u003cp\u003eCrisis 8\u003c\/p\u003e \u003cp\u003eThe Luxury Industry 10\u003c\/p\u003e \u003cp\u003eReaction to the Crisis of Global Markets 12\u003c\/p\u003e \u003cp\u003eEffect of Crisis on the Luxury Industry 18\u003c\/p\u003e \u003cp\u003eStrategic Response to Crisis 20\u003c\/p\u003e \u003cp\u003eConclusion 25\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2: Evolution of the Global Luxury Market 29\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEvolution 32\u003c\/p\u003e \u003cp\u003eHow Has It Changed? 38\u003c\/p\u003e \u003cp\u003eLuxury Industry Trends 40\u003c\/p\u003e \u003cp\u003eConclusion 44\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3: Who’s Who of Luxury 47\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Consumers 48\u003c\/p\u003e \u003cp\u003eThe Actors 50\u003c\/p\u003e \u003cp\u003eConclusion 88\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4: Branding 89\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLuxury Marketing: Highly Creative and Selective 92\u003c\/p\u003e \u003cp\u003eCobranding: Does It Enhance Branding or Selling? 107\u003c\/p\u003e \u003cp\u003eBrand Extensions 109\u003c\/p\u003e \u003cp\u003ePricing 112\u003c\/p\u003e \u003cp\u003eStorytelling: Culture, Event, and Communication 115\u003c\/p\u003e \u003cp\u003eDigital Marketing 119\u003c\/p\u003e \u003cp\u003eDiscussion 129\u003c\/p\u003e \u003cp\u003eConclusion 130\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5: Brand Identity, Clients, and Ethos 133\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrand Identity 134\u003c\/p\u003e \u003cp\u003eEthos 140\u003c\/p\u003e \u003cp\u003eClients 144\u003c\/p\u003e \u003cp\u003eDiscussion 149\u003c\/p\u003e \u003cp\u003eConclusion 153\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6: Family Houses, Corporatization, and New Entrants 155\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat is a Family Business? 158\u003c\/p\u003e \u003cp\u003eFamily Business during Crisis 177\u003c\/p\u003e \u003cp\u003eFamily Businesses of the Future: Corporatization 178\u003c\/p\u003e \u003cp\u003eChanges during Transition from Family Business to Corporation 182\u003c\/p\u003e \u003cp\u003eEntrepreneurs and New Entrants 186\u003c\/p\u003e \u003cp\u003eTrends and Discussion 190\u003c\/p\u003e \u003cp\u003eConclusion 193\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7: Management Styles in the Luxury Industry 195\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePath Dependency: Management Styles 197\u003c\/p\u003e \u003cp\u003eManaging Paradoxes 202\u003c\/p\u003e \u003cp\u003eExamples of Styles 210\u003c\/p\u003e \u003cp\u003eAnalysis 227\u003c\/p\u003e \u003cp\u003eConclusion 230\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8: Skills 235\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHistorical Craftsmanship 238\u003c\/p\u003e \u003cp\u003eEntrepreneurial Designers 240\u003c\/p\u003e \u003cp\u003eThe Sales Team 243\u003c\/p\u003e \u003cp\u003eThe Professional Managers 244\u003c\/p\u003e \u003cp\u003eSkills Required 245\u003c\/p\u003e \u003cp\u003eManaging Talent 248\u003c\/p\u003e \u003cp\u003eConclusion 261\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9: Services: The Point of Sale 265\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIssues in Point-of-Sale 268\u003c\/p\u003e \u003cp\u003eThe Customer Dimension 269\u003c\/p\u003e \u003cp\u003eThe Service Dimension 277\u003c\/p\u003e \u003cp\u003eConclusion 280\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10: Systems and Operations in the Luxury Business 285\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Challenge 286\u003c\/p\u003e \u003cp\u003eGlobal Supply Chain 290\u003c\/p\u003e \u003cp\u003eCustomer Relationship Management 295\u003c\/p\u003e \u003cp\u003eInformation Technology 301\u003c\/p\u003e \u003cp\u003eConclusion 302\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11: Retail, Distribution, and E-Commerce 307\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChannels of Distribution 309\u003c\/p\u003e \u003cp\u003eTravel Retail and Duty-Free Stores 324\u003c\/p\u003e \u003cp\u003eStrategic Decisions in Geographic Expansion 328\u003c\/p\u003e \u003cp\u003eOnline Distribution and E-Commerce 331\u003c\/p\u003e \u003cp\u003eConclusion 335\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12: Intellectual Property Rights and Counterfeiting 337\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCounterfeiting: Issues for Luxury Brands 340\u003c\/p\u003e \u003cp\u003eThe Issue of Legality 344\u003c\/p\u003e \u003cp\u003eIs It an Emerging Market Phenomenon? 346\u003c\/p\u003e \u003cp\u003eEffect on a Brand 347\u003c\/p\u003e \u003cp\u003eExamples of Responses to Counterfeiting 350\u003c\/p\u003e \u003cp\u003eWhat to Do to Prevent Counterfeiting? 353\u003c\/p\u003e \u003cp\u003eGray Market 362\u003c\/p\u003e \u003cp\u003eConclusion 364\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13: Emerging Markets and Emerging Market Luxury Brands 367\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrazil 369\u003c\/p\u003e \u003cp\u003eRussia 381\u003c\/p\u003e \u003cp\u003eIndia 386\u003c\/p\u003e \u003cp\u003eChina 395\u003c\/p\u003e \u003cp\u003eStrategic Actions 404\u003c\/p\u003e \u003cp\u003eConclusion 409\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14: The Future and Questions to Ponder 411\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eResearch Design, Methodology, and Data Collection 421\u003c\/p\u003e \u003cp\u003eBibliography 427\u003c\/p\u003e \u003cp\u003eIndex 433\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eASHOK SOM\u003c\/b\u003e is Professor of Global Strategy in the Management Department at ESSEC Business School, Paris-Singapore. He is the founder of the India Research Center, was the Founding Associate Dean of the Global MBA program, and the founder of the Global Management Programs on Luxury and Retail Management (in partnership with Indian Institute of Management (IIM) Ahmedabad, India.  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eCHRISTIAN BLANCKAERT\u003c\/b\u003e is the Chairman of Petit-Bateau. He is also the Senior Advisor of Eurazeo and a board member of Moncler and Champagne Piper-Heidseick. He has previously served as Executive Vice President of Hermes International from 1996 to 2009.   \u003c\/p\u003e\u003cp\u003e\u003ci\u003eThe Road to Luxury\u003c\/i\u003e explores the fascinating history of luxury goods and explains the evolution of the burgeoning luxury marketplace, to offer a clear understanding of the dynamics of the luxury world. Citing current data and statistics on market trends, Ashok Som and Christian Blanckaert offer insight into the systems and operations, retail, distribution and e-commerce, emerging markets and emerging brands, as well as the different management styles throughout the luxury industry.  \u003c\/p\u003e\u003cp\u003eLuxury brands have been carefully crafted through meticulous strategies in marketing and brand building, making their mark in the consumer's subconscious. These brands are defined by: brand strength, differentiation, exclusivity, innovation, product craftsmanship and precision, premium pricing, and high quality. \u003ci\u003eThe Road to Luxury\u003c\/i\u003e examines the key strategies and success factors that are employed by the leading organizations in the luxury market. The authors also reveal the winning and losing tactics of many well-known players in the luxury industry adopted during and post recession.  \u003c\/p\u003e\u003cp\u003eFilled with examples from household brands such as Louis Vuitton, Hermes, and Bottega Veneta to name a few, \u003ci\u003eThe Road to Luxury\u003c\/i\u003e considers the skills and craftsmanship required to produce exquisite goods both in terms of economies of scale and economies of scope. To meet the needs of the ever expanding luxury marketplace it is necessary to find the special skill-sets required in craftsmen, who also possess an implicit understanding of the brand DNA; designers who understand and create innovations around the brand DNA; sales staff who translate the story of the brand to the diverse and growing consumer pool across different cultures, nations and continents; and managers who can run the business not as a small and medium sized enterprise but as a global corporation.  \u003c\/p\u003e\u003cp\u003eNothing happens quickly in the luxury world and the authors show why building a brand identity is a painfully slow but rewarding process. To be successful in the luxury market, the meaning of the brand and what it stands for needs to be clarified both internally and externally- the codes need to be defined, the brand needs to know who it is, what it represents and why it exists.  \u003c\/p\u003e\u003cp\u003e\u003ci\u003eThe Road to Luxury\u003c\/i\u003e presents a complete and informative resource that covers virtually every aspect of this growing sector.  \u003c\/p\u003e\u003cp\u003ePraise for \u003cb\u003eTHE ROAD TO LUXURY\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"I enjoyed reading this 360-degree overview of the Luxury world and I think it could become a sort of a 'Bible' for everyone belonging to or studying to enter this challenging world. Besides providing a deep analysis on the evolution of this sector, such as the who's who, branding, retail, operations and emerging markets, I think everyone involved in this world will be able to find answers to every question which may arise or needs clarification. The reading is easily comprehensible and dotted with amusing stories like 'The pink bag' or the description of the perfect store manager....all this makes a wonderful 'package' full of passion without which anyone would not be able to enter or survive in the Luxury world.\"\u003cbr\u003e\u003cb\u003e—Giovanna Furlanetto,\u003c\/b\u003e President, Furla\u003c\/p\u003e \u003cp\u003e\"\u003ci\u003eThe Road to Luxury\u003c\/i\u003e is a brilliantly insightful map of global luxury. The book walks you through the evolution of modern luxury brands, markets and the talents that drive it. It also provides a view on future shifts with emerging markets and brands as well as some warning signs. The book is a must read for all luxury executives.\"\u003cbr\u003e\u003cb\u003e—Grace Nida,\u003c\/b\u003e Managing Director, Global Luxury Sector, Korn Ferry\u003c\/p\u003e \u003cp\u003e\"This book gives a global view on the luxury industry. It has a comprehensive approach which makes it relevant to all audiences. The mix between academic research and real-world examples makes it a comprehensive tool and gives the reader a great amount of knowledge about the vibrant world of luxury. I encourage everyone to read it whether you are a student, a professional or just curious to learn about the exciting world of luxury.\"\u003cbr\u003e\u003cb\u003e—Patrick Chalhoub,\u003c\/b\u003e Co-CEO, Chalhoub Group\u003c\/p\u003e \u003cp\u003e\"Building on their extensive academic practice and their professional knowledge of the industry, Ashok Som and Christian Blanckaert provide one of the most complete reviews of the luxury industry to date. \u003ci\u003eThe Road to Luxury\u003c\/i\u003e is an insightful must-read for both young professionals looking for a detailed overview of the industry and experienced managers willing to refresh specific aspects of what makes the luxury industry unique.\"\u003cbr\u003e\u003cb\u003e—Francis Belin,\u003c\/b\u003e Senior Vice President Asia Pacific, Swarovski Consumer Goods Business\u003c\/p\u003e \u003cp\u003e\"\u003ci\u003eThe Road to Luxury\u003c\/i\u003e presents a thorough analysis of the luxury industry in a remarkably easy to read way. The authors evaluate the critical processes, skills and major players of luxury compared to those of other industries, skillfully identifying the key points that harness success. Professor Ashok Som has studied and worked with the major industry players and this clearly grants him a privileged and passionate perspective on the industry. The book is a good reference point for understanding the luxury industry's key drivers and making more informed decisions, which makes it as an ideal handbook for people who are currently working in the industry or who wish to understand what make this industry special.\"\u003cbr\u003e\u003cb\u003e—Stefano Rivera,\u003c\/b\u003e CEO, Scabal\u003c\/p\u003e \u003cp\u003e\"I found this book beautifully illustrated, very pleasant to read, and full of great ideas for managing the LEONARD operations worldwide in the years to come. I will keep the book within reach so I can consult it regularly to find inspiration.\"\u003cbr\u003e\u003cb\u003e—Daniel Tribouillard,\u003c\/b\u003e Chairman of the Board, LEONARD Fashion\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990331900133,"sku":"NP9780470830024","price":63.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470830024.jpg?v=1761787390","url":"https:\/\/k12savings.com\/es\/products\/the-road-to-luxury-isbn-9780470830024","provider":"K12savings","version":"1.0","type":"link"}