Contents
Chapter 1: The Concept of Luxury
Chronicle of a Semantic Evolution
Classification of Existing Definitions
True Luxury, Intermediate Luxury
Chapter 2: Specificities of the Luxury Industry
What Is So Different About the Luxury Goods Industry?
The Key to Success in Luxury Goods
Chapter 3: Major Luxury Sectors
The World of Hotels and Hospitality
Chapter 4: The Power of the Luxury Brand
The Characteristics of a Brand
The Legal Aspects and the Defense of a Brand
Are Clients from Different Nationalities Similar?
Chapter 6: Brand Analytical Tools
A Still-Too-Unfamiliar Concept
The Limits of the Concept of Identity: Strategic and Operational Implications
The Nature of Creative Activities
PR, Events, Promotion, and the Internet
Chapter 9: International Distribution
International Distribution Systems
The Different Distribution Systems
The Advertising Budget and Advertising Policies
The Special Case of Duty-Free Operations
The Parallel Market: Reasons and Consequences
The Store as a Communication Tool
The Retail Model versus the Wholesale Model
Chapter 11: Licensing Strategy
Brands Developed Exclusively Through License Deals
Sectors in Which the Majority of Brands Use Licensing Deals
Companies Specializing in License Contracts
The Process of Development Under License
The Strengthening of Custom Products