The Ghost Of Luxury

Luxury industry has crumbled into duplicated brand cores. Many brands serve grandiloquence in the name of Identity. Concept of 'Brand Identity' prolongs to stay pertinent for mass and premium brands. The book advocates 'Brand Extremity' as a replacement to maintain relevance.

'Luxury Strategy by Storytelling' is a collection of fast-paced, gripping short stories focused on facilitating a deeper understanding of modern breakthroughs in strategic management of Luxury. The Business of Luxury has been the strongest advocate of the Art of Storytelling. Maintaining the tradition, this Book narrates fictional peculiarities while carefully blending strategic takeaways for enthusiasts with varying level of knowledge and exposure to Luxury. Alike its primary source, 'The Ghost of Luxury: Strategic Luxury Brand Management', it is a radical explication built atop the strong founding principles of legendary luxury brands. It not only highlights the stratagems that have become obsolete but also recommends their ultra-modern replacement. This book is an ultimate read for brands, yet to decipher the magical spells mastered by mature luxury brands. Mature brands, on the other hand, will find novel business strategies aligned with traditional luxury brand management techniques, but aggressive and new age in nature. Professor Launce binds the entire Book through exceptionally engaging adventures, highlighting the concept of 'Brand Extremity' for Luxury brands seeking infinite coherence.

The Business of Luxury has repeatedly declared its exceptionality through Brand Identity. But, it does no good if there are too many similar cores in the market. Paradoxically, the industry itself has crumbled into duplicated and replicated brand essences. The poaching and encroaching of brand identities have become a commonplace. Many luxury brands, in fact only serve grandiloquence in the name of Identity. The concept of Brand Identity may have been efficient for luxury brands in ancient times. But, as everything trickles down, it prolongs to stay pertinent for mass and premium brands only. The book advocates the upgraded concept of Brand Extremity, as an appropriate surrogate for Brand Identity. Real examples are discussed to enumerate creation of Brand Extremity for a few luxury brands. Many good books and articles are available on the topic of luxury. The greatest amongst them have been formalized with mature luxury professionals in mind. While this book also caters to higher level luxury managers, it does not ignore the academicians, luxury education aspirants and general luxury enthusiasts in any way. It is the reason why each chapter precedes a thought provoking prologue. What brand is a luxury brand if it is not a storyteller. 'The Ghost of Luxury: Strategic Luxury Brand Management' is a radical explication built atop the strong founding principles of legendary heritage luxury houses. It not only highlights luxury strategies that have now become obsolete but also recommends their ultra modern replacement. This book throws light on the secret ingredients of mysterious luxury businesses. It is an ideal read for the brands yet to decipher the magical spells mastered by mature luxury brands. Mature luxury brands, on the other hand, will find novice strategies aligned to their own traditional laws, but more aggressive and new age in nature.

“With Deluxe: How Luxury Lost Its Luster, [Dana] Thomas—who has been the cultural and fashion writer for Newsweek in Paris for 12 years—has written a crisp, witty social history that’s as entertaining as it is informative.” —New York Times From the author of Fashionopolis: The Price of Fast Fashion and the Future of Clothes Once luxury was available only to the rarefied and aristocratic world of old money and royalty. It offered a history of tradition, superior quality, and a pampered buying experience. Today, however, luxury is simply a product packaged and sold by multibillion-dollar global corporations focused on growth, visibility, brand awareness, advertising, and, above all, profits. Award-winning journalist Dana Thomas digs deep into the dark side of the luxury industry to uncover all the secrets that Prada, Gucci, and Burberry don't want us to know. Deluxe is an uncompromising look behind the glossy façade that will enthrall anyone interested in fashion, finance, or culture.

In a world that is obsessed with luxury, critical luxury studies is a rapidly emerging field. This is the first book to explore the interplay between the real and imaginary realms of luxury, considering the most significant developments in the theories and practices of luxurious places and spaces over the last fifty years. Providing a critical approach to contemporary interpretations of luxury, the book interrogates the distinction between real places and imaginary spaces. Bringing together an interdisciplinary group of leading scholars, it features a range of case studies which take the reader from the Rolls-Royce Ghost Black Badge to expressions of sensuality in the 1970s domestic interior, and global conceptions of fine wine and art. The Third Realm of Luxury considers the interplay between luxury and space in both the past and the present, examining the abstract conception of excess and exoticism, as well as the real locations of the home, hotel, apartment, and palace. Full of original research, it is a key contribution to the study of consumption, design, fashion, and architecture.

This book looks at luxury brand management and strategy from theory to practice and presents new theoretical models and solutions for how to create and develop a worldwide luxury brand in the twenty-first century. The book gives an overview of how a luxury brand is created through the understanding and application of economic rules and through firms adopting new management models across multiple business dimensions. It also explains the application of theories and models and illustrates specific issues through case studies drawn from international markets such as China and France. The Chinese cases provide unique opportunities and insights into how these new luxury brands were created and how they have benefited from the international market over time. From the international brand management perspective, this book is a useful reference for anyone who wants to learn more about luxury brand management and to better understand how the international market has evolved and how products may change the rules of the game.

Ghosts and spirits populate the world around us. We just need to be sensitive or psychic enough to hear and see them. In this book, author Paul Roland examines a fascinating assortment of recorded sightings from as far back in history as Roman times. This serious look at ghosts presents them not as chain-rattling spooks or clouds of cold, swirling mist, but as entities with which we share a greater reality. A comprehensive exploration of the realm of the supernatural, from ghost ships and poltergeists to out-of-body experiences and the idea of spirits as the manifestation of people still living, The Complete Book of Ghosts will challenge your beliefs and preconceptions as never before.