The Road to Luxury - 2nd Edition by Ashok Som & Christian Blanckaert (Hardcover)
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<p/><br></br><p><b> About the Book </b></p></br></br>"This new edition presents a comprehensive review of the luxury industry's transformation and the brand management trends and issues it faces today. It offers holistic forecast for the industry and pragmatic suggestions for entrepreneurs. Structured thematically, the book starts by introducing luxury as a concept and the cultural perspectives of specific groups such as the French, Italians, Chinese etc., It then dives into the different traditional personal luxury goods sectors and their extensions into the luxury business to analyze their backgrounds and where they are today in terms of business attractiveness and appropriateness. The subsequent chapters discuss the counter-intuitive nature of the luxury industry, its clients and their values, management practices and challenges in the luxury supply chain, the process of inculcating sustainability in business models, followed by the who's who of the present-day luxury industry. These chapters present new insights gathered from the last five years, historical transition from craft-based and small-scale organizations to houses of brands, changes in organizational structures, the mega mergers and re-alignments. Highlights of the book include: A toolkit on creating a new luxury brand - A chapter on contemporary challenges and changes: Effects of COVID-19, Omni-channel, E-commerce and the digital era - A fully updated chapter on intellectual property rights and counterfeiting - Fresh case studies and relevant examples."--<p/><br></br><p><b> Book Synopsis </b></p></br></br><p><b>Discover the meaning of the latest trends in the luxury industry with this resource from leading voices in the field</b></p> <p>The thoroughly revised Second Edition of <i>The Road to Luxury: The New Frontiers in Luxury Brand Management</i> delivers a comprehensive overview of the foundations of, and new developments in, luxury brands. The book discusses a new wave of mergers and acquisitions, the rise of Gucci, the growth of Balenciaga, a variety of new collaborations between different companies, a growing support for sustainability, and the COVID-19 pandemic.</p> <p>Readers will also benefit from the inclusion of: </p> <ul> <li>An insightful analysis of the impact and meaning of the COVID-19 for the luxury industry, particularly for market growth in China</li> <li>The creation of savoir faire and business plan competitions in the luxury industry</li> <li>LVMH's sponsoring of Viva Technology</li> </ul> <p>Perfect for students in MBA programs or taking degrees or courses in Luxury Brand Management, <i>The Road to Luxury</i> will also earn a place in the libraries of executives and managers in the luxury business, marketing, branding, and advertising professionals and companies, and entrepreneurs interested in the workings of the luxury industry.</p><p/><br></br><p><b> From the Back Cover </b></p></br></br><p><i>The Road to Luxury, Second Edition</i> serves as a comprehensive research-driven book on what the luxury industry had been, is and will be during and after the COVID-19 pandemic, and remains the definitive insider's guide to every essential aspect of the luxury sector. Broad in depth and scope, this book delivers a comprehensive overview of the foundations of and new developments in luxury brands. Clearly written chapters analyze the evolution of the industry and the luxury phenomenon through academic frameworks as applied to practical examples and cover topics such as digitalization and the rise of platforms, singularity, new wave of mergers and acquisitions, collaborations between companies, the growing support for sustainability, China as the growth engine, hyper-localization and the COVID-19 pandemic.</p> <p>In this new edition, two of the field's leading voices review the luxury industry's ongoing transformation, beginning with an introduction of the luxury concept and the leaders in the luxury business and then delving into the different traditional personal luxury goods sectors and their extensions into the luxury business to explain their backgrounds and where they stand as of today in terms of business attractiveness and appropriateness. The authors also touch on the counter-intuitive nature of the luxury industry, its clients and their values and present the who's who of the luxury industry. <p>Thoroughly revised and updated throughout, the text identifies the essential qualities of the staff, service attributes and customer experience that the entire luxury experience should guarantee. It also tackles topics on Operations such as the supply chain, sustainability, and synergy for the long-term luxury strategy, supplementing the discussion with an exhaustive coverage of the <i>phygital</i> distribution and e-commerce strategies and challenges. It also addresses the topic around China as a growth market in the luxury industry, leading the way in terms of sheer size of market growth over the next two decades. The concluding chapters give particular focus on the future and provide readers a tool kit on how to develop a New Luxury Brand. <p>This second edition is an ideal resource not only for the academically-inclined, the newage luxury managers and the aspiring luxury entrepreneurs, but also a practical reference for the ever-growing world of luxury.<p/><br></br><p><b> About the Author </b></p></br></br><p><b>ASHOK SOM</b> is Professor of the Management Department at ESSEC Business School. He is one of the pioneering thought leaders in designing organizations and an expert in global strategy. He is author of more than 110 cases, articles and books. He mentors start-ups and holds a PhD in Business Administration from the Indian Institute of Management in Ahmedabad, India.</p> <p><b>CHRISTIAN BLANCKAERT</b> is Senior Advisor of EPI group, Eurazeo, Vilebrequin and Furla. He is a board member of the Yves Rocher Group. He has previously served as Chairman and CEO of Hermès Sellier and Executive Vice President of Hermès International.
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