{"product_id":"the-road-to-luxury-isbn-9781119741312","title":"The Road to Luxury","description":"\u003cp\u003e\u003cb\u003eDiscover the meaning of the latest trends in the luxury industry with this resource from leading voices in the field\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe thoroughly revised Second Edition of \u003ci\u003eThe Road to Luxury: The New Frontiers in Luxury Brand Management\u003c\/i\u003e delivers a comprehensive overview of the foundations of, and new developments in, luxury brands. The book discusses a new wave of mergers and acquisitions, the rise of Gucci, the growth of Balenciaga, a variety of new collaborations between different companies, a growing support for sustainability, and the COVID-19 pandemic.\u003c\/p\u003e \u003cp\u003eReaders will also benefit from the inclusion of:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eAn insightful analysis of the impact and meaning of the COVID-19 for the luxury industry, particularly for market growth in China\u003c\/li\u003e \u003cli\u003eThe creation of savoir faire and business plan competitions in the luxury industry\u003c\/li\u003e \u003cli\u003eLVMH's sponsoring of Viva Technology\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003ePerfect for students in MBA programs or taking degrees or courses in Luxury Brand Management, \u003ci\u003eThe Road to Luxury\u003c\/i\u003e will also earn a place in the libraries of executives and managers in the luxury business, marketing, branding, and advertising professionals and companies, and entrepreneurs interested in the workings of the luxury industry.\u003c\/p\u003e \u003cp\u003eAcknowledgments  xi\u003c\/p\u003e \u003cp\u003eAbout the Authors xv\u003c\/p\u003e \u003cp\u003ePrologue xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: Understanding the Luxury Business 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1: Introduction— Definition and Crisis of Luxury 2\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIssues of Defining Luxury 3\u003c\/p\u003e \u003cp\u003eCrisis 5\u003c\/p\u003e \u003cp\u003eThe Luxury Industry 7\u003c\/p\u003e \u003cp\u003eReaction to the Crisis of Global Markets 9\u003c\/p\u003e \u003cp\u003eThe Effect of a Crisis on the Luxury Industry 17\u003c\/p\u003e \u003cp\u003eStrategic Response to Crisis 19\u003c\/p\u003e \u003cp\u003eConclusion 25\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2: Evolution of the Global Luxury Market 27\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEvolution 30\u003c\/p\u003e \u003cp\u003eHow Has It Changed? 36\u003c\/p\u003e \u003cp\u003eLuxury Industry Trends 39\u003c\/p\u003e \u003cp\u003eConclusion 48\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3: Who’s Who of Luxury 49\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Consumers 50\u003c\/p\u003e \u003cp\u003eThe Actors 52\u003c\/p\u003e \u003cp\u003eConclusion 94\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4: Branding 97\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMarket Saturation 98\u003c\/p\u003e \u003cp\u003eLuxury Marketing: Highly Creative and Selective 101\u003c\/p\u003e \u003cp\u003eThe Nine Ps of Luxury Brand Marketing for the Nomad of Tomorrow 111\u003c\/p\u003e \u003cp\u003eDiscussion 134\u003c\/p\u003e \u003cp\u003eConclusion 134\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5: Brand Identity, Ethos, Clients 137\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrand Identity 138\u003c\/p\u003e \u003cp\u003eEthos 144\u003c\/p\u003e \u003cp\u003eClients 149\u003c\/p\u003e \u003cp\u003eDiscussion 154\u003c\/p\u003e \u003cp\u003ePricing of Luxury Goods 155\u003c\/p\u003e \u003cp\u003eConclusion 160\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: Luxury Management and Markets 161\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6: Family- Run Houses, Corporatization, and New Entrants 162\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Is a Family- Run Business? 165\u003c\/p\u003e \u003cp\u003eFamily- Run Business During a Crisis 183\u003c\/p\u003e \u003cp\u003eFamily- Run Businesses of the Future: Corporatization 184\u003c\/p\u003e \u003cp\u003eChanges During the Transition from a Family- Run Business Model to That of a Corporation 190\u003c\/p\u003e \u003cp\u003eEntrepreneurs and New Entrants into Existing Markets 194\u003c\/p\u003e \u003cp\u003eTrends and Discussion 198\u003c\/p\u003e \u003cp\u003eConclusion 202\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7: Management Styles in the Luxury Industry 203\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePath Dependency and Its Influence on Management Styles 205\u003c\/p\u003e \u003cp\u003eManaging Paradoxes 210\u003c\/p\u003e \u003cp\u003eExamples of Styles 218\u003c\/p\u003e \u003cp\u003eAnalysis 237\u003c\/p\u003e \u003cp\u003eConclusion 240\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8: Skills 244\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCraftsmanship Through History 248\u003c\/p\u003e \u003cp\u003eEntrepreneurial Designers 253\u003c\/p\u003e \u003cp\u003eThe Sales Team 253\u003c\/p\u003e \u003cp\u003eProfessional Managers 257\u003c\/p\u003e \u003cp\u003ePerspective of the Conglomerates 259\u003c\/p\u003e \u003cp\u003eManaging Talent 262\u003c\/p\u003e \u003cp\u003eConclusion 275\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9: Managing Operations and Supply Chain in the Luxury Business 279\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Challenge 282\u003c\/p\u003e \u003cp\u003eThe Global and the Local Supply Chain 285\u003c\/p\u003e \u003cp\u003eCustomer Relationship Management and Customer Experience 295\u003c\/p\u003e \u003cp\u003eConclusion 300\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10: Services: The Point of Sale 304\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIssues at Point of Sale 307\u003c\/p\u003e \u003cp\u003eThe Customer Experience Dimension 311\u003c\/p\u003e \u003cp\u003eThe Service Dimension 316\u003c\/p\u003e \u003cp\u003eThe Phygital Dimension 319\u003c\/p\u003e \u003cp\u003eConclusion 327\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: Contemporary Issues and the New Frontiers 331\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11: Digitalization of Retail— E- commerce, Platforms, and Omnichannel 332\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 332\u003c\/p\u003e \u003cp\u003eEvolution of Distribution and Retailing 335\u003c\/p\u003e \u003cp\u003eConclusion 381\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12: Sustainability, Circularity, and the New Era of Luxury 384\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 384\u003c\/p\u003e \u003cp\u003eDefinitional Issue and “the Right Strategy” 385\u003c\/p\u003e \u003cp\u003eSocial, Environmental, and Economic Challenges 387\u003c\/p\u003e \u003cp\u003eThe Social Challenge 388\u003c\/p\u003e \u003cp\u003eThe Environmental Challenge 389\u003c\/p\u003e \u003cp\u003eThe Economic Challenge 394\u003c\/p\u003e \u003cp\u003eThe Three Challenges 395\u003c\/p\u003e \u003cp\u003eForces Shaping the Sustainability Model for Luxury Business 396\u003c\/p\u003e \u003cp\u003eSustainable Business Model Best Practice for the Luxury Business 410\u003c\/p\u003e \u003cp\u003eConclusion 416\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13: New Markets and the Future 419\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Consolidated Industry 420\u003c\/p\u003e \u003cp\u003eThe Frontier Markets 421\u003c\/p\u003e \u003cp\u003eThe Pandemic Aftermath 433\u003c\/p\u003e \u003cp\u003eThe Future 440\u003c\/p\u003e \u003cp\u003eThe New Frontier 443\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14: Epilogue: How to Create a Luxury Brand 449\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCase Studies on Luxury Entrepreneurship 451\u003c\/p\u003e \u003cp\u003eRevisiting the 9Ps as the Essentials of Building a Luxury Brand 465\u003c\/p\u003e \u003cp\u003eExpanding into International Markets as a Way of Growth for Emerging Brands in Frontier Markets 471\u003c\/p\u003e \u003cp\u003eResearch Design, Methodology, and Data Collection 475\u003c\/p\u003e \u003cp\u003eIndex 481\u003c\/p\u003e \u003cp\u003e\u003cb\u003eASHOK SOM\u003c\/b\u003e is Professor of the Management Department at ESSEC Business School. He is one of the pioneering thought leaders in designing organizations and an expert in global strategy. He is author of more than 110 cases, articles and books. He mentors start-ups and holds a PhD in Business Administration from the Indian Institute of Management in Ahmedabad, India.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHRISTIAN BLANCKAERT\u003c\/b\u003e is Senior Advisor of EPI group, Eurazeo, Vilebrequin and Furla. He is a board member of the Yves Rocher Group. He has previously served as Chairman and CEO of Hermès Sellier and Executive Vice President of Hermès International.  \u003c\/p\u003e\u003cp\u003e\u003ci\u003eThe Road to Luxury, Second Edition\u003c\/i\u003e serves as a comprehensive research-driven book on what the luxury industry had been, is and will be during and after the COVID-19 pandemic, and remains the definitive insider’s guide to every essential aspect of the luxury sector. Broad in depth and scope, this book delivers a comprehensive overview of the foundations of and new developments in luxury brands. Clearly written chapters analyze the evolution of the industry and the luxury phenomenon through academic frameworks as applied to practical examples and cover topics such as digitalization and the rise of platforms, singularity, new wave of mergers and acquisitions, collaborations between companies, the growing support for sustainability, China as the growth engine, hyper-localization and the COVID-19 pandemic.\u003c\/p\u003e \u003cp\u003eIn this new edition, two of the field’s leading voices review the luxury industry’s ongoing transformation, beginning with an introduction of the luxury concept and the leaders in the luxury business and then delving into the different traditional personal luxury goods sectors and their extensions into the luxury business to explain their backgrounds and where they stand as of today in terms of business attractiveness and appropriateness. The authors also touch on the counter-intuitive nature of the luxury industry, its clients and their values and present the who’s who of the luxury industry. \u003c\/p\u003e\u003cp\u003eThoroughly revised and updated throughout, the text identifies the essential qualities of the staff, service attributes and customer experience that the entire luxury experience should guarantee. It also tackles topics on Operations such as the supply chain, sustainability, and synergy for the long-term luxury strategy, supplementing the discussion with an exhaustive coverage of the \u003ci\u003ephygital\u003c\/i\u003e distribution and e-commerce strategies and challenges. It also addresses the topic around China as a growth market in the luxury industry, leading the way in terms of sheer size of market growth over the next two decades. The concluding chapters give particular focus on the future and provide readers a tool kit on how to develop a New Luxury Brand. \u003c\/p\u003e\u003cp\u003eThis second edition is an ideal resource not only for the academically-inclined, the newage luxury managers and the aspiring luxury entrepreneurs, but also a practical reference for the ever-growing world of luxury.  \u003c\/p\u003e\u003cp\u003e\u003cb\u003ePRAISE FOR \u003ci\u003eTHE ROAD TO LUXURY\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"\u003ci\u003eThe Road to Luxury\u003c\/i\u003e is a very complete view on the luxury industry. It’s a must-read book for those who would like to understand and learn this universe and the steps to be followed to be part of it. Students, participants and\/or professionals will find very accurate, useful and insightful information helping those executives in the industry to challenge and enrich themselves in their approach to build and manage luxury brands.\"\u003cbr\u003e\u003cb\u003e—MARGARETH HENRIQUEZ,\u003c\/b\u003e CEO, Krug\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 must-read for luxury brand owners aiming to grow internationally. The book offers a deep understanding of the concept of ‘luxury’ and lays a comprehensive analysis of how luxury brands behave during different international crisis. The analysis is rich in real examples with an update on recent practices and a forecast for some good few years to come. As an owner manager of a family-run hospitality brand strongly affected by the international market, I found the book very instructive, inspiring and motivating to continue the journey.\"\u003cbr\u003e\u003cb\u003e—KAZUSHIGE KANAI,\u003c\/b\u003e 16th generation owner of Ryokan Tocen Goshoboh (since 1191),Arima Onsen, Japan\u003c\/p\u003e \u003cp\u003e\"A thorough and enlightening guide to luxury brand management, exploring emerging trends as well aswell-established market dynamics. The Road to Luxury is a reference book for anyone working in Luxury or interested in learning about it.\"\u003cbr\u003e\u003cb\u003e—MARC CHAYA,\u003c\/b\u003e CEO \u0026amp; Co-founder, Maison Francis Kurkdjian - Group LVMH\u003c\/p\u003e \u003cp\u003e\u003ci\u003e“ The Road to Luxury\u003c\/i\u003e is a brilliantly insightful map of global luxury. The book walks you through the evolution of luxury maisons, the key markets and the talents that drive it. It also provides a view on the impact of COVID pandemic, future shifts in the business model and innovations to come. This book is a must-read for all luxury executives and students.\"\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","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990332096741,"sku":"NP9781119741312","price":49.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119741312.jpg?v=1761787391","url":"https:\/\/k12savings.com\/products\/the-road-to-luxury-isbn-9781119741312","provider":"K12savings","version":"1.0","type":"link"}