Contemporary Issues in Luxury Brand Management

This book provides a comprehensive overview of the key themes surrounding luxury brand management and the core issues faced by luxury firms today. The luxury industry has undergone a series of dynamic changes in the past twenty years. Economic trends, digital transformation, and changing consumer habits are creating a new competitive landscape where traditional strategies will not necessarily provide continued growth and profitability. Approaching luxury from a realistic brand management perspective, this book works step-by-step through a typical luxury course structure, covering sustainability, heritage, emerging brands, digital marketing and analytics, curation, intellectual property, and start-ups. Each chapter is illustrated by a relevant international case study and further examples, as well as reflective questions to help gain insight from contemporary practice. With additional PowerPoint slides and a test bank of questions available online, this comprehensive textbook should be core reading for postgraduate students studying luxury brand management or luxury strategy.

SECTION 1: PEOPLE AND HISTORYChapter 1: Luxury Throughout HistoryEleonora CattaneoChapter 2: Luxury Start-UpsZubin Sethnaand Rebecca FakoussaChapter 3: Contemporary People Issues in Luxury Brand ManagementStephen Ellisand Thomas Smit SECTION 2: LUXURY PRODUCTSChapter 4: Legal Protection for Luxury Goods and the Counterfeiting ChallengeNkechi AmobiChapter 5: The Case of the Wine ExperienceJohn HarrisonChapter 6: Luxury and SustainabilityEleonora CattaneoSECTION 3: DIGITAL BUSINESSChapter 7: Social Media Marketing in Luxury Brand ManagementSteve MancourChapter 8: Digital Marketing and Analytics for Luxury BrandsSylvie Studenteand Bhavini DesaiChapter 9: The Future of Commerce with Digital BusinessPatrice Seuwouand Vincent F. Adegoke

Sylvie Studente is Assistant Professor at Regent’s University London. Eleonora Cattaneo is Professor of Marketing at César Ritz Colleges Switzerland.