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Michel Chevalier
Luxury Brand Management in Digital and Sustainable Times
Читать книгу Luxury Brand Management in Digital and Sustainable Times - Michel Chevalier - Страница 1
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Страница 1
Table of Contents
List of Tables
List of Illustrations
Guide
Pages
Luxury Brand Management
in Digital and Sustainable Times
Страница 8
Introduction
Chapter 1 The Concept of Luxury
A Problematic Definition
A Fluctuating Notion
The Paradox of Contemporary Luxury
Chronicle of a Semantic Evolution
Modern Dispersion
Etymology and Transformations
The Advent of Intermediate Luxury
Classification of Existing Definitions
Perceptual Approaches
Productive Approaches
Social and Individual Aspects
The Brand and Its Manifestations
Luxury Values
The Three Scales
The Semiotic Square of the Consumption Values
True Luxury, Intermediate Luxury
Eccentric Luxury
Reasonable Luxury
Authentic Luxury
Luxury, Being and Appearing
The Square of Veracity
Five Sources of Legitimacy
New Luxury
Product and Experience Luxuries
The Vaporization of Luxury
Exclusive versus Exceptional Luxuries
Conclusion on the Notion of Luxury
Notes
Chapter 2 Specificities of the Luxury Industry
What Is So Different About the Luxury Industry?
Company Size
Sales Figures Are Difficult to Compare
Limited Number of Staff
Financial Characteristics
A Very High Break-Even
A Limited Cash Need
Time Frame
The Fashion Cycle
Turnaround Time
The Key to Success in Luxury Goods
The Need for a Strong Name
Brand Extension and Legitimacy
Identifiable Products
The Social and Cultural Environment
The Major Operators
What Is the Size of the Luxury Market?
Oligopoly or Open Market?
The Big Three Corporations
Can the Single-Brand Company Survive?
Note
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