Michel Chevalier

Learn about the luxury brand industry from the inside out with this masterful and insightful resource The newly revised Fourth Edition of Luxury Brand Management in Digital and Sustainable Times delivers a timely re-examination of what constitutes the contemporary luxury brand landscape and the current trends that shape the sector. Distinguished experts and authors Michel Chevalier and Gerald Mazzalovo provide readers with a comprehensive treatment of the macro- and micro-economic aspects of management, communication, distribution, logistics, and creation in the luxury industry. Readers will learn about the growing importance of authenticity and sustainability in the management of fashion, perfume, cosmetics, spirits, hotels and hospitality, jewelry, and other luxury brands, as well as the strategic issues facing the companies featured in the book. The new edition offers: A new chapter on the "Luxury of Tomorrow," with a particular focus on authenticity and durable developmentA completely revised chapter on "Communication in Digital Times," which takes into account the digital dimension of brand identity and its implications on customer engagement activities and where the concept of Customer Journey is introduced as a key marketing toolA rewritten chapter on "Luxury Clients" that considers the geographical changes in luxury consumptionConsiderations on the emerging notion of "New Luxury"Major updates to the data and industry figures contained within the book and a new section dedicated to the hospitality industryNew semiotic analytical tools developed from the authors’ contemporary brand management experiences Perfect for MA and MBA students, Luxury Brand Management also belongs on the bookshelves of marketing, branding, and advertising professionals who hope to increase their understanding of the major trends and drivers of success in this sector.

Develop a winning customer experience in the digital world Luxury consumers are changing – they come from all over the world, they are young and they are digital natives. How can luxury brands that have built themselves as pure physical players adapt their business model and practices to address their expectations without abandoning their luxury DNA? Luxury Retail and Digital Management, 2nd Edition sets focus on the major retailing challenges and customer evolutions luxury brands are facing today: the digitalisation and the emergence of the millennials and Chinese luxury consumers. These major changes have been affecting the distribution and communication channels of luxury brands; they now have to think simultaneously physical stores and e-commerce, global marketing and digital marketing. • Defines all the tools that are necessary to manage luxury stores including analysis of location and design concept • Explores the selection, training and motivation of the staff • Covers everything executives, managers and retail staff need to know in order to enter, expand, understand and succeed in the world of luxury retail Written by luxury retail experts Michel Chevalier and Michel Gutsatz, who lend their solid academic credentials and professional expertise to the subject, Luxury Retail and Digital Management, 2nd Edition provides deep insight into the main challenges that luxury brands are facing in this digital age.

" Ce n'est pas moi qui jamais aurai la pens e d'abaisser la r volution fran aise et les temps qui l'ont suivie: j'admire la p riode historique qui commence 1789, je la trouve profond ment empreinte de f condit et de majest ; mais il est impossible d' tendre jusqu'aux caract res individuels de la plupart des acteurs qui ont eu les grands r les l'admiration qu'inspire ce drame immense. Au milieu de tant de changements, dans ces renversements inopin s et ces r surrections plus impr vues, presque tous les personnages politiques, c dant la force des choses et plus encore leur propre ambition, ont mis un empressement d plorable r p ter ind finiment la manoeuvre de br ler ce qu'on a ador pour adorer ce qu'on a br l . Parmi tant d'hommes conviction flottante qu'on a vus cherchant sans cesse le fil de l'eau travers les v nements, dans cet encha nement de palinodies choquantes quand ce ne sont pas des trahisons d testables, l'oeil aime se reposer sur quelques-uns, qui sont rest s fid les eux-m mes sans s'isoler du si cle, et qui ont su rendre des services distingu s la chose publique sans jamais ternir leur caract re par des violences ou par des bassesses. leur aspect, l'observateur jaloux de la dignit humaine prouve une satisfaction comparable celle que ressent le voyageur qui parcourt le d sert, lorsque, fatigu et haletant, il voit poindre devant lui les contours d'une oasis..."

WORK IS IN FRENCHThis book is a reproduction of a work published before 1920 and is part of a collection of books reprinted and edited by Hachette Livre, in the framework of a partnership with the National Library of France, providing the opportunity to access old and often rare books from the BnF's heritage funds. The works in this collection have been digitized by the BnF and are presented on Gallica, its digital library. By reviving these works through a collection of books reprinted on demand, we give everyone the opportunity to participate in the transmission of knowledge which is sometimes difficult to access. We have tried to reconcile the faithful reproduction of an old book from its digitalized version with the concern of an optimal reading comfort. We hope the works of this new collection will bring you complete satisfaction. French National Library Editions are authorized editions through Hachette France for works in the French National Library Catalog. For more information, visit www.hachettebnf.fr