Main Articles and Study Outcomes
Our research is based on the articles and papers listed in the list above. Two authors are recurring, Vincent Bastien and Jean- Noel Kapferer. Kapferer is a renowned author of multiple books, a luxury brand expert and professor for Luxury Management at universities in Korea, Japan, China and HEC Paris. His works cover brand identity as well as strategic brand management. Bastien, a Stanford graduate and former CEO of Louis Vuitton and Yves Saint Laurent Parfums, is a fellow HEC Paris professor and the Co-Author of Kapferer’s book “The Luxury Strategy”.
In the article “What does the future hold for luxury”, Kapferer touches on challenges approaching the industry. Both new customers with a different purchasing behavior and new competition from upcoming luxury brands like Tesla. Right away, he mentions the so called “Anti Laws” of marketing when it comes to luxury brands and that usual marketing mechanisms simply don’t apply to the luxury sector. Overall his outlook on what is to come and where it might take the luxury sector is quite optimistic, saying that the forthcoming challenges give the opportunity to initiate positive change.
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Luxury, Fashion or Premium. Depending on which category your brand or products belong to, different marketing rules apply.
Furthermore he emphasizes the importance of brand identity and brand positioning. According to him, luxury is an expression of taste and a creative identity. Therefore every brand within that sector needs to position itself. The brand identity is what gives the brand that certain feeling of