Luxury Brand Management in Digital and Sustainable Times

Discover what drives the success and failure of luxury brands in today's disrupted markets The newly revised and thoroughly updated Fourth Edition of Luxury Brand Management in Digital and Sustainable Times re-examines the contemporary luxury brand landscape in light of recent technological, social, political and demographic trends and developments. Accomplished luxury professionals and authors Michel Chevalier and Gérald Mazzalovo walk readers through the management, communication, distribution, logistics, and creation aspects of the modern luxury company; and share the insightful lessons they've learned from their multiple and most recent experiences in Europe, Latin America, Middle East, USA and Asia. Over 450 brands are examined, and every major luxury sector is discussed: fashion, perfumes and cosmetics, wines and spirits, jewelry and watchmaking, leather goods, and hotels. The book includes an insightful treatment of the ascendant importance of concepts of identity, authenticity, and sustainability in luxury markets and provides readers with an examination of the strategic and operational issues faced by luxury brands. Data and industry figures, including market size, turnover, and profitability, are rigorously updated, and the reader is provided with analytical tools that assist in the development and management of brand identities. Perfect for MA, MBA and DBA students, as well as students of courses, programs, or degrees in Luxury Brand Management, this book also belongs on the bookshelves of marketing, branding, and advertising professionals and students who seek to improve their understanding of the drivers of success in today's markets. Learn about the luxury brand industry from the inside out with this masterful and insightful resource The newly revised…