Pearl Academy

Description based upon print version of record.

The evolution of the luxury market: stairway to heaven? Luxury Business: Multinational Organizations and Global Specializations Finance Survival Guide: Value Creation and Pina Coladas The PIER framework of Luxury Innovation Retailing in the luxury industry Internet, Social Media and Luxury Strategy Branding Principles in the Luxury Industry Brand Extensions in the Luxury Industry Sustainable Development in the Luxury Industry: Beyond the Apparent Oxymoron.

COVER; CONTENTS; LIST OF FIGURES AND CHARTS; LIST OF TABLES; NOTES ON CONTRIBUTORS; INTRODUCTION; 1 THE EVOLUTION OF THE LUXURY MARKET: STAIRWAY TO HEAVEN?; 1.1 INTRODUCTION; 1.2 THE LUXURY INDUSTRY 1990-2000: STARTING THE CHANGE; 1.3 THE LUXURY INDUSTRY 2000-2010: GLOBAL LUXURY ACTIVITIES; 1.4 THE 2010s: EMERGING COUNTRIES TAKE THE LEAD; 1.5 FROM HERE TO ETERNITY; ACKNOWLEDGMENTS; 2 LUXURY BUSINESS: MULTINATIONAL ORGANIZATIONS AND GLOBAL SPECIALIZATIONS; 2.1 INTRODUCTION TO THE ORGANIZATIONAL COMPLEXITY OF THE LUXURY BUSINESS; 2.2 A BUSINESS MADE UP EXCLUSIVELY OF HUMAN EXPERTISE

2.3 BOOSTING SPECIALIZED NICHES2.4 HOW TO SPOT THE COMPLEXITY; 2.5 THE ULTIMATE STAGE OF COMPLEXITY - E-SELLING, E-SHOPPING AND LUXURY 2.0; APPENDIX: THE WASHINGTON CONVENTION - CITES; 3 FINANCE SURVIVAL GUIDE: VALUE CREATION AND PI�NA COLADAS; 3.1 INTRODUCTION (OR WHY BUSINESSES EXIST); 3.2 THE BASICS OF FINANCIAL STATEMENTS (OR HOW JACK GOT INTO BUSINESS); 3.3 HOW TO THINK LIKE AN ECONOMIST (OR ONLY WHAT IS MARGINAL REALLY MATTERS); 3.4 DISCOUNTED CASH FLOWS (OR IT IS ALL ABOUT MANAGING RISK); 4 THE PIER FRAMEWORK OF LUXURY INNOVATION; 4.1 INTRODUCTION

4.2 FRAMEWORK OF LUXURY INNOVATION: PATH4.3 FRAMEWORK OF LUXURY INNOVATION: INSIGHT; 4.4 FRAMEWORK OF LUXURY INNOVATION: EXECUTION EXCELLENCE; 4.5 FRAMEWORK OF LUXURY INNOVATION: RARENESS OF EXPERIENCE; 4.6 WHAT IS NEXT IN LUXURY INNOVATION?; 4.7 CONCLUSION; ACKNOWLEDGMENTS; 5 RETAILING IN THE LUXURY INDUSTRY; 5.1 INTRODUCTION; 5.2 GLOBALIZATION, DEMOCRATIZATION AND INTERNET: CHALLENGES AND OPPORTUNITIES IN TODAY'S RETAILING; 5.3 LUXURY RETAIL DESIGN; CASE STUDY 5.3A; CASE ANALYSIS 5.3B: THE WATCH AVENUE; 5.4 DISTRIBUTION FORMATS; CASE STUDY 5.4A: PISA OROLOGERIA; CASE STUDY 5.4B: FABERG�E

5.5 THE IMPORTANCE OF THE HUMAN FACTOR IN LUXURY RETAILINGCASE STUDY 5.5A: ADAPTING TO TIMES; NEW LUXE AND NEW CLIENTS ACCORDING TO THE FOUNDATION DE LA HAUTE HORLOGERIE (INTERVIEW); CASE STUDY 5.5B: THE WATCH@TABLET�; 6 INTERNET, SOCIAL MEDIA AND LUXURY STRATEGY; 6.1 INTRODUCTION; 6.2 DEFINING A WEB STRATEGY IS GOOD; ENVISIONING AN INTEGRATED STRATEGY IS BETTER; CASE STUDY 1: THE ORIENT-EXPRESS GROUP; 6.3 TAKING WEB STRATEGY TO NEW CHALLENGES; CASE STUDY 2: BOUCHERON; 6.4 CONCLUSIONS; 7 BRANDING PRINCIPLES IN THE LUXURY INDUSTRY; 7.1 INTRODUCTION; 7.2 APPROACHES TO LUXURY BRAND BUILDING

7.3 THE LUXURY FASHION BRAND-BUILDING PROCESS7.4 THE KEY CHARACTERISTICS OF A LUXURY BRAND; 7.5 CONCLUSION; 8 BRAND EXTENSIONS IN THE LUXURY INDUSTRY; 8.1 INTRODUCTION; 8.2 WHAT DOES BRAND EXTENSION STAND FOR?; 8.3 LUXURY BRAND EXTENSIONS; 8.4 CONCLUSION; 9 SUSTAINABLE DEVELOPMENT IN THE LUXURY INDUSTRY: BEYOND THE APPARENT OXYMORON; 9.1 INTRODUCTION; 9.2 SUSTAINABLE DEVELOPMENT: JUST A MATTER OF COMMON SENSE; 9.3 THE SUSTAINABLE LUXURY CONSUMER; 9.4 WELCOME TO THE WORLD OF RARE RESOURCES; 9.5 SUSTAINABLE DEVELOPMENT, A MUST IN TERMS OF REPUTATION MANAGEMENT

9.6 CREATING VALUE THROUGH SUSTAINABLE DEVELOPMENT

Written by experts in Luxury and Fashion Management at SKEMA Business School this exciting new book offers a new perspective that challenges the established rules of the luxury and fashion industry. The authors and contributors examine the evolution of luxury strategy and how the luxury industry is being redefined in the twenty-first century. The meaning of luxury and the sorts of customers that buy luxury have continually been evolving, but never as dramatically as in the past 20 years. With more potential consumers, the luxury sector is today healthier than ever. However luxury companies have had to completely rethink their strategies and to rely on state-of-the-art marketing and management tools to help them keep up with consumers' shifting expectations, desires and dreams. Luxury Strategy in Action presents the view of an international panel of luxury experts on what is luxury management nowadays, how it is evolving, and which fundamentals are necessary to manage in this time of change. This book provides an insight into luxury management through a strategic approach, analyzing the latest trends in the industry, like the impact of online social networks and the role of emerging markets. It thus provides a multicultural, holistic perspective designed to create challenges to the established rules of the luxury industry.

'The Luxury Industry has dramatically changed over the last 10 years, becoming significantly more complex. Luxury Strategy in Action is a compilation of practical, clear and effective tools to manage luxury goods and services in the 21st century. Written by leading professionals, this book enables the reader to overcome many preconceived ideas and go straight to the heart of the subject. This book should be essential reading for professionals, students and anyone who loves Luxury and Fashion.' -- Richard Mille, founder and CEO of Richard Mille 'What is racing if not an extreme form of luxury? Very few people in the world can indulge in such an activity. Racing is to the automotive world the equivalent of the ultimate luxury item: for a few select, privileged individuals indulging themselves. The extreme technology, the vivid images, the speed and loud sounds all contribute to make racing the ultimate automotive experience, and after all aren't ultimate experiences what luxury is all about? I invite you to take the extraordinary race in luxury management provided by Luxury Strategy in Action.' -- Amato Ferrari, owner of AF Corse -- four times FIA GT world champion with Ferrari 'Too often considered as the last link of the chain, the distribution channel remains the success key for luxury products. You can have the best products, the best communication, but if you don't have the right channel to the consumer, the rest is useless. Moreover distribution is no longer just a window but also a communication leverage for the brand image and environment. Luxury Strategy in Action is a must read from this perspective.' -- Manuel Mallen, CEO, Baume & Mercier, France 'Given how Indian fashion designers and jewellers of today have transformed traditional garment craftsmanship into luxury couture, and ancient techniques into refined jewellery, we get a sense of the dynamic Indian lifestyle. However, at the same time we view the difficulty of organising it in a fast growing economy and the obvious need for a structured Indian luxury retail market. Luxury Strategy in Action offers great insights into the complexity of the luxury industry and a source of applied knowledge to our emerging Indian luxury retail market. Well researched and a good read for anyone who wishes to operate in this market.' -- Ruchita Sharma, CMO, Swarovski India 'A special guided trip of luxury strategy for connoisseurs of the third degree.' -- Aman Nath, founder, Neemrana Hotels, India.

Jonas Hoffmann holds a Doctorate in Marketing from the University of Grenoble -- France. Associate Professor of Marketing at SKEMA Business School, he teaches at the MSc Luxury and Fashion Management in France and China. He has an extensive experience in consulting and executive training; he has also written several articles about marketing, innovation and the luxury industry. Ivan Coste-Maniere holds a PhD in Chemstry. He has an extensive experience in the luxury industry; he has created 8 companies in the fragrance, watches and marketing sector. He is currently Professor of Marketing at SKEMA Business School and the Director of the Master of Science in Luxury and Fashion Management.