The Road to Luxury The New Frontiers in Luxury Brand Management, 2nd Edition (True PDF)

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English | 2021 | ISBN: 1119741319 | 515 pages | True PDF | 8.2 MB
Discover the meaning of the latest trends in the luxury industry with this resource from leading voices in the field
The thoroughly revised Second Edition ofThe Road to Luxury: The New Frontiers in Luxury Brand Managementdelivers a comprehensive overview of the foundations of, and new developments in, luxury brands. The book discusses a new wave of mergers and acquisitions, the rise of Gucci, the growth of Balenciaga, a variety of new collaborations between different companies, a growing support for sustainability, and the COVID-19 pandemic.

Readers will also benefit from the inclusion of:

• An insightful analysis of the impact and meaning of the COVID-19 for the luxury industry, particularly for market growth in China
  
• The creation ofsavoir faireand business plan competitions in the luxury industry
  
• LVMH's sponsoring of Viva Technology
  

Perfect for students in MBA programs or taking degrees or courses in Luxury Brand Management,The Road to Luxurywill also earn a place in the libraries of executives and managers in the luxury business, marketing, branding, and advertising professionals and companies, and entrepreneurs interested in the workings of the luxury industry.

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