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Luxury Retail Management: How the World's Top Brands Provide Quality Product & Service Support Hardcover – 9 Mar 2012
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From the Inside Flap
The relationship between luxury brands and the people who buy them is different from any other commercial transaction but the way that the two interact is changing rapidly. Twenty–first–century customers are increasingly looking for a more personalized experience, moving away from big department stores toward dedicated boutiques that offer an intimate retail experience. The times may be changing, but with this change comes an unprecedented opportunity for growth. Luxury Retail Management: How the World′s Top Brands Provide Quality Product and Service Support contains everything you need to move your brand forward and thrive in the harsh new economy.
Answering the questions anyone working with luxury brands is asking from "Where do I set up my store?" to "How can I build customer loyalty?" authors and luxury brand management experts Michel Chevalier and Michel Gutsatz identify and address the key issues facing luxury products today. Packed with information on internet sales, setting retail pricing, advertising, and much more, the book also includes a "tool box" of techniques for managing a prestigious store.
Luxury retailing is a world unto itself, and resources on the concepts, procedures, and techniques that govern it are scarce. Presenting a holistic strategy designed to help you win over your customers before they ever set foot in your store, Luxury Retail Management covers everything executives, managers, and retail staff need to know in order to enter, expand, understand, and succeed in the world of luxury retail.
From the Back Cover
Praise For Luxury Retail Management
"Retail management, be it in stores, on the Web, or in salons, is the major issue for the future of luxury brands. Luxury Retail Management offers fascinating insights into the rapidly changing luxury markets and the growing expectations of their diverse and changing clientele."
Françoise Montenay, President, Chanel
"In an era when ′getting it right′ in premium retail is crucial in the luxury industry, this book delivers real insight into successful luxury retailing. Part conceptual, part operational, the book is truly insightful. Each chapter prompts key questions that luxury professionals are facing, and thanks to the authors′ trusted expertise, the insights and solutions described are very inspiring. This book is an excellent resource for luxury professionals and intriguing reading for luxury aficionados alike."
Thomas Lindemann, Group HR Director, Richemont International
"The retail dimension is fundamental for luxury branding. This book, for the first time, goes beyond intuitive thinking on retail and ′lasers′ in on the rational and technical tools that make it happen. This book will become required reading for those willing to expand their expertise in luxury management."
Daniel Piette, Chairman of L Capital; President of LVMH Investments Funds
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Top customer reviews
Ex1: "consumers buy luxury to enhance their self-esteem, image, reinforcing the sense of peer group membership. P8.p1
But then, if that’s the case, buying Zara in a luxury environment (peer) would not enhance one's image but destroy.
Ex2: p9p1: “the stronger the brand, the higher the sales per square foot.” and
“For a strong brand, almost every retail location opportunity can become profitable.” Really? Open a luxury store in Brazil’s favelas neighbourhood and watch it collapse, image-wise (globally) not only sales (locally).
And many, many more similar examples. Happy I didn't buy the book, got it free at the library.