图书标签: luxury Marketing 社会学 营销 时尚 奢侈品牌管理 fashion 商科
发表于2024-05-28
The Cult of the Luxury Brand pdf epub mobi txt 电子书 下载 2024
"The Cult of the Luxury Brand" is the first book to explore how and why an amazing "luxeplosion" is rocking Asia, sweeping up not just the glitzy upper crust, but secretaries toting their Burberry bags, junior executives sporting Rolex watches, and university students in Ferragamo shoes. Hong Kong boasts more Gucci and Hermes stores than New York or Paris. China's luxury market is growing with such gusto that it will single-handedly be the biggest by 2014. Even India, the new kid on the luxury block, has three-month waiting lists for hot items, while in Tokyo, the epicenter of the cult, 94 per cent of women in their 20s own a Louis Vuitton bag. The cult of the luxury brand is so powerful that Asian consumers account for as much as half of the $80 billion global luxe industry. Radha Chadha and Paul Husband explain the paradox of simultaneously pumping up your product's status while pumping it out to the masses. They crack the code of the cult, offering a tried-and-tested approach to creating an explosive following for your brand. They outline a powerful model that explains the spread of luxury in developed markets such as Japan and Hong Kong, while predicting the future course for emerging markets such as China and India. They also examine the phenomenon of "geniune fakes", impossible to tell from the real thing but detracting from its sales. Written by world-leading experts in a highly accessible style, the book draws on over 150 interviews with industry experts, market studies in 10 countries, and the authors' collective experience across Asia. It offers a glimpse of the thriving retail scene, from glorious flagship stores in Tokyo to bustling local markets in Seoul, and compares the various consumer segments to understand the inner motives for their obsession. It demonstrates how the continent's massive economic and social transformation is dismantling centuries-old ways of defining your place in society, and how your spot on today's social totem pole is marked by your Chanel suit and your Cartier watch. Whether you are a business professional targeting the Asian consumer, a marketer interested in trend spotting, or a shopper fascinated by luxury brands, this book opens the door to success.
拉哈•查哈(Radha Chadha),亚洲最知名的营销与消费者研究专家之一,曾与智威汤逊、奥美等顶尖广告公司合作,2000年,她在香港创立了自己的顾问公司(www.chadha-strategy.com)。
在从事广告业期间,她作为资深策划人员,为上海汇丰银行、美国运通、英国航空、葛兰素史克、文华东方酒店等高端客户提供顾问服务。
多年来,拉哈•查哈工作的足迹遍布中国大陆、印度、日本、韩国、中国香港地区、中国台湾地区、新加坡等亚洲国家与地区。拉哈也为北京清华大学与奥美广告共同合作创办的“清华奥美品牌计划”担任讲师。
保罗•赫斯本(Paul Husband)的职业生涯开始于香港的太古广场,太古广场是亚洲最成功、最赚钱的零售中心。
在零售中心的规划及发展等方面,人们公认保罗是一位富有远见的专业人士,他在投资商和品牌之间建立了有效的沟通机制,并不断提升着零售业的行业标准。作为备受信赖和有着深刻见解的专业人士,他在行业中的地位堪称独一无二,除了丰富的行业经验,他对世界零售业发展趋势的看法也颇具前瞻性。保罗•赫斯特还担任了国际购物商场协会的讲师。另外,他每年会针对中国奢侈品零售业的发展状况出版年报。
Soso. overview而已,還是案例陳舊的overview。
评分现象分类后归类,反思luxury brand的生成原因,并没有更深入的分析大众心理,反而不如引用的一些话语。总体上感觉比较浅层。
评分人家解释了为什么亚洲狂热奢侈品
评分人家解释了为什么亚洲狂热奢侈品
评分I love google book search:http://books.google.com/books?id=4os0UbTuFngC&pg=PA2&dq=Luxury+Brand&ei=_2OnSuqDDJHSNYyw8JMK#v=onepage&q=&f=false! It democratizes the knowledge. Even people like me who can't afford the book have got a chance to read the insight
奢侈品牌的全球战略 在发达国家,消费习惯早已养成,消费形态也根深蒂固,从房产、奢侈品和游艇均如此。 在发展中国家,某个品牌一旦成为奢侈品的标杆,要被取代就很不容易,所以要领先进入新兴市场。如越南经济刚开始富裕,LV就开始布点了。 为什么只对欧洲奢侈品感兴趣...
评分【日本】 银座的 Hermes、表参道的 Louis Vuitton、涉谷的 Coach、青山的 Prada。 早在 20世纪 20年代, Burberry就在东京开设了专卖店,货物运输通过当地的进口公司完成。 Prada在东京青山区的旗舰店是一幢 6层楼的未来主义风格的玻璃幕墙建筑。 大型购物中心最初起源于日...
评分今天停水了。我在西西弗本来去看有没有拆包装的杂志。结果在背后看到了这本。 我一口气用了几种姿势看完。 我很欣赏翻译者没有乱翻译名牌。 我没有详细看亚洲部分。但对中国,香港,台湾,日本部分的描述很赞同。 我在手机里记录了几句话。 我觉得很靠谱。 -----------------...
评分【日本】 银座的 Hermes、表参道的 Louis Vuitton、涉谷的 Coach、青山的 Prada。 早在 20世纪 20年代, Burberry就在东京开设了专卖店,货物运输通过当地的进口公司完成。 Prada在东京青山区的旗舰店是一幢 6层楼的未来主义风格的玻璃幕墙建筑。 大型购物中心最初起源于日...
评分几处明显错误: P28-伯纳德·阿尔诺 应为 伯纳德·阿诺特,P31表格 Slella McCartney 应为 Stella McCartney,P33马克雅各布的英文名为Marc Jacobs,P34 Chole应为Chloe, 其它的我正在看啊紫薯凯迪拉克将课程,忙修女那坤宁宫束带结发哈爱撒娇东方红卡拉胶...
The Cult of the Luxury Brand pdf epub mobi txt 电子书 下载 2024