By Radha Chadha
The Cult of the posh model: inside of Asia's Love Affair with luxurious is the 1st ebook to discover how and why a unprecedented luxeplosion is rocking Asia. And it isn't simply the glitzy top crust that's getting swept up within the frenzy-secretaries grab Burberry luggage, junior executives activity Rolex watches, and collage scholars walk round in Ferragamo shoes.Hong Kong boasts extra Gucci and Hermes shops than manhattan or Paris. China's luxurious marketplace is becoming so fast that it'll be the biggest luxurious industry on the planet by way of 2014. Even India, rather new to the luxurious scene, has three-month ready lists for decent goods, whereas in Tokyo, that is the epicenter of the posh cult, ninety four% of ladies of their twenties personal a Louis Vuitton bag.Written by way of world-leading retail specialists who comprehend their method round the Asian industry, The Cult of the luxurious model attracts on over one hundred fifty interviews with specialists and industry reports in ten international locations. It bargains glimpses of Asia's thriving retail scene from excellent flagship shops in Tokyo to bustling neighborhood markets in Seoul, and seeks to appreciate shoppers' internal explanations for this obsession. now not see you later in the past, your house in society used to be outlined by way of your function and your historical past; now it is all approximately your Chanel go well with and your Cartier watch.The luxe cult is so robust that Asian shoppers account for up to 1/2 the 80 billion buck worldwide luxe undefined. Radha Chadha and Paul Husband describe the way to raise your product's prestige whereas at the same time pumping it out to the loads. They crack the code of the cult, delivering a tried-and-tested process for making a dedicated following to your model. even if you're a company specialist focusing on the Asian purchaser or a client attempting to comprehend your personal love affair with luxurious, this e-book illuminates the mysterious internal workings of 1 of the world's quickest becoming industries. ultimately a booklet that fingers the style with actionable insights into the psyche of the Asian luxurious shopper. Written with attraction and verve, the e-book unearths the soul of Asia in all its nuanced beauty, exhibiting how the tradition of countries shapes its people's model sensibilities and keenness for luxurious brands.- Vivienne Tam, clothier interesting. The Cult of the posh model is the 1st insightful exposition of this dramatic re-framing of conventional Asian values. it truly is jam-packed with perception and very important resource fabric for an individual attracted to realizing smooth Asians.- Miles younger, Chairman of Ogilvy & Mather Asia Pacific very good and well timed. The Asian industry is purple sizzling, and by way of targeting the posh model, we will be able to greater comprehend the quick social adjustments happening in Asia this present day. a good subject, person who pros in lots of fields need to know extra approximately. it truly is occurring now - and Chadha and Husband have gotten the tale, in a manner that the contest doesn't. it truly is 'hands-on', obtainable, informative, expert and vigorous. - Dr. Kaori O'Connor, top anthropologist on fabric tradition and model, and writer of how We put on a desirable and informative trip via towns like Hong Kong, Shanghai, and Tokyo. there's no different position on this planet the place luxurious is the foreign money of energy than Asia, the place what you put on speaks volumes approximately who you're. The Cult of the posh model is a must-read for somebody who's trying to input the retail improvement industry in Asia, a useful software in knowing the psychology of the Asian shopper. - Bertrand Pellegrin, advertising and marketing Director of Lane Crawford Painstakingly researched and straightforward to learn, an awesome glance contained in the luxurious model alternate. - Ambar Brahmachary, President of JWT Japan during this amazing publication, via a sequence of case reports and insightful research, Chadha and Husband spotlight new advertising instruments that businesses are effectively imposing to create and construct the luxurious cult. it is a must-read ebook for executives who are looking to construct their luxurious manufacturers within the booming Asian markets. - Sunil Gupta, Professor of promoting at Harvard company tuition Savvy agents can use this data to devise find out how to penetrate the Asian industry. The prose is full of life, attractive and witty, raising this advertising handbook into the fun-to-read classification. getAbstract enthusiastically recommends it to these with a fondness for model, a interest in regards to the Asian consumers' psyche or an curiosity in coming into the excessive finish Asian market.- getAbstractContentsIntroduction: put on Your SuccessPart One: How and Why1 A Love Affair with Luxe2 discovering which means in an LV BagPart : What and Where3 Japan: An Insatiable Yen4 Hong Kong and Taiwan: Yin and Yang5 China: From Mao matches to Armani6 South Korea: Indebted to Luxury7 Single-Season Sisters: Singapore, Malaysia, Thailand, Indonesia, and the Philippines8 India: the following China?Part 3: at the back of the Cult9 How the Cult is Created10 creation of the real Fakes11 the way forward for LuxuryNotesAcknowledgmentsIndex
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Extra info for The Cult of the Luxury Brand: Inside Asia's Love Affair With Luxury
Arnault is the acknowledged master at conducting twenty-firstcentury surgery on nineteenth-century brands, finding the right balance between life-giving innovation and the brand’s traditional core. American Marc Jacobs is the designer behind the updated image of Louis Vuitton, wittily adding a touch of pop and kitsch. Fellow American Michael Kors, known for his minimalist approach, was the man Arnault chose to revive Celine. For Christian Dior, Arnault first hired Gianfranco Ferre in 1989, then replaced him with Spanish (but raised in the UK) John Galliano from house brand Givenchy.
Even the choice of store locations has been influenced, putting them in busy shopping centers. Ian Hawksworth, executive director of Hongkong Land, explains: Ten years ago they [luxury brands] wanted no traffic, quiet environment, and exclusivity. 16 A whole network of save-a-buck-on-luxury retail options have sprung up to cater to the nibbler segment. There are parallel import shops that offer the latest range of products at prices 15–25 percent lower than local stores. There are secondhand outlets, even chain stores like Milan Station in Hong Kong, which are making the selling and buying of THE CULT OF THE LUXURY BRAND 51 secondhand luxury systematic and simple.
Needless to say these are high net worth individuals (HNWI), with upwards of a million dollars in financial assets. ❈ Next you have the luxury regulars, who while not quite in the gourmand league are nevertheless on a staple diet of luxury goods. These are affluent people with financial assets in excess of US$100,000. ❈ And finally there are the luxury nibblers, who partake in a few small bites of luxe every season, a bag here, a watch there, whatever they can afford. They are typically young people with next to no savings in the bank, but with an increasing income-generating capacity thanks to a decent education and a well-paying job.