The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands

If you can get into it, this book is really packed with information. I’ve learned so much, and it’s given me a great deal to think about for our brand. I recommend this one a lot!

This book is a must have if you work or are interested in the luxury sector. It covers all the issues (from the definition of luxury, marketing, brand management, business models, luxury and the internet, etc) and is very practical. The authors are well known within the luxury sector and they poured their experience in this book. I particularly enjoyed the chapter on the anti-laws of luxury marketing (in itself worth the price of the entire book). The book is packed full with examples taken from real luxury brands and flows amazingly: very well written, clear and straight to the point. The examples are still current as the book was published in 2012.Such a shame it contains some minor errors (Ferre' was a designer for Dior and not for Chanel as the authors stated) and several spelling mistakes. Additionally the chapter on brand stretching and brand extension is a little bit messy as the authors keep on jumping from one concept to the other without any clear logic behind it - it starts talking about brand extension then in the next paragraph is brand stretching and then back to brand extension.

The BIBLE of Luxury Marketing for every manager in the sector!Great content, nice ideas and a view of what luxury is really about. Especially this version with the updated opinion of Kapferer on how luxury brands should use the internet is marvelous!

Great read for sme looking for a different way to compete with their sector presents existing ideas and strategies in a non repetitive way.

I'm three quarters of the way through this book. Having no previous knowledge of working in luxury or even purchasing luxury, this books explains in depth what luxury is. It explains the anti-laws of luxury, why companies that sell premium product buy luxury brands fail at selling luxury, how different cultures view luxury, why luxury brands resist selling their products online, etc. I can't recommend this book enough.

Incredible book! Highly recomended for everyone staring their business or wanting to improve. Even though it says luxury strategy on the cover it is handy for all sorts of businesses and covers wide range and of topics.

If you have a high end fashion label and you want to understand more about the luxury market sector this book is like aladdins cave filled with information.

One of my favorite books.which has helped me challenge conventional thinking. I actually brought a couple of copies for my clients