The Luxury Strategy

Luxury is the stuff of dreams. And not just for consumers. Many business leaders and brands look with envy at the margins and relative impermeability to economic conditions of luxury players. But it's just a small step from dream to delusion, warn the authors. Many delude themselves into believing that they can enter the exclusive world of luxury merely by launching a high-end positioning. However, above and beyond semantic debates, luxury is a radically different universe, where the keys and conditions for success are radically different from other markets and even sometimes diametrically opposed. By proposing the first strategic guide devoted to luxury, the authors attempt to clear up this confusion by offering a very complete and operational overview of this domain. Those curious to expand their strategic culture are advised to skim through chapter 3, devoted to ""counterintuitive marketing rules,"" composed of a set of counterintuitive principles that distinguish success in the field of luxury from success in other domains. Managers who want to put their brand strategy into perspective will particularly appreciate chapter 15, which contains helpful pointers for markets outside the field of luxury. An extremely instructive and complete manual which just might become a benchmark.