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Blanckaert Christian. The Road To Luxury
Acknowledgments
About the Authors
Prologue. The Pink Bag
Chapter 1. Introduction. Definition and Crisis of Luxury
Issues of Defining Luxury
Crisis
The Luxury Industry
Reaction to the Crisis of Global Markets
Effect of Crisis on the Luxury Industry
Strategic Response to Crisis
Conclusion
Chapter 2. Evolution of the Global Luxury Market
Evolution
How Has It Changed?
Luxury Industry Trends
Conclusion
Chapter 3. Who's Who of Luxury
The Consumers
The Actors
Conclusion
Chapter 4. Branding
Luxury Marketing: Highly Creative and Selective
Cobranding: Does It Enhance Branding or Selling?
Brand Extensions
Pricing
Storytelling: Culture, Event, and Communication
Digital Marketing
Discussion
Conclusion
Chapter 5. Brand Identity, Clients, and Ethos
Brand Identity
Ethos
Clients
Discussion
Conclusion
Chapter 6. Family Houses, Corporatization, and New Entrants
What Is a Family Business?
Family Business during Crisis
Family Businesses of the Future: Corporatization
Changes during Transition from Family Business to Corporation
Entrepreneurs and New Entrants
Trends and Discussion
Conclusion
Chapter 7. Management Styles in the Luxury Industry
Path Dependency: Management Styles
Managing Paradoxes
Examples of Styles
Analysis
Conclusion
Chapter 8. Skills
Historical Craftsmanship
Entrepreneurial Designers
The Sales Team
The Professional Managers
Skills Required
Managing Talent
Conclusion
Chapter 9. Services: The Point of Sale
Issues in Point-of-Sale
The Customer Dimension
The Service Dimension
Conclusion
Chapter 10. Systems and Operations in the Luxury Business
The Challenge
Global Supply Chain
Customer Relationship Management
Information Technology
Conclusion
Chapter 11. Retail, Distribution, and E-Commerce
Channels of Distribution
Travel Retail and Duty-Free Stores
Strategic Decisions in Geographic Expansion
Online Distribution and E-Commerce
Conclusion
Chapter 12. Intellectual Property Rights and Counterfeiting
Counterfeiting: Issues for Luxury Brands
The Issue of Legality
Is It an Emerging Market Phenomenon?
Effect on a Brand
Examples of Responses to Counterfeiting
What to Do to Prevent Counterfeiting?
Gray Market
Conclusion
Chapter 13. Emerging Markets and Emerging Market Luxury Brands
Brazil
Russia
India
China
Strategic Actions
Conclusion
Chapter 14. The Future and Questions to Ponder
Research Design, Methodology, and Data Collection
Methodology
Data Collection and Analysis
Bibliography
Index
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I taught the course on strategy in the program of MBA in International Luxury Brand Management from 2004 to 2012 at ESSEC Business School. The idea of the book crystallized during my interactions with the participants of the program. Prompted by my students, I started to create assignments such as case studies, which the students from the program wrote under my supervision. Those teaching materials were used in the program with great success and were adapted worldwide in other universities and business schools. I am grateful to the participants in this program for their insights and feedback. My work environment in a French grande ecole provided and sustained my interest in French and Italian luxury businesses. I appreciate the efforts of my colleague Simon Nyeck to involve me in the program and my friend Michel Phan to discuss and debate the world of fashion and luxury trends. My sincere thanks to Esther Boinville, Anthea Davis, Armelle Leduc, Denis Morisset and other members of the team managing the MBA in International Luxury Brand Management program for the last two decades.
I unhesitatingly acknowledge the support and encouragement of Françoise Rey, who motivated me to try new concepts and creative ways of managing programs. I express my sincere thanks to Jean-Michel Blanquer, Vincenzo Esposito Vinzi, Radu Vranceanu, Marie-Laure Djelic, Gilles van Wijk, and all my colleagues who supported me in this endeavor.
.....
That afternoon, something extraordinary happened.
Nobody had believed the lady when she said she would come back for the bag and pay cash. They had sold it without as much as a second thought for her.
.....
