Machine generated contents note: ch. 1 The Concept of Luxury -- A Problematic Definition -- The Paradox of Contemporary Luxury -- Chronicle of a Semantic Evolution -- Modern Dispersion -- Etymology and Transformations -- The Advent of Intermediate Luxury -- Classification of Existing Definitions -- Perceptual Approaches -- Productive Approaches -- Social and Individual Aspects -- The Brand and Its Manifestations -- Luxury Values -- The Three Scales -- The Semiotic Square of Consumption Values -- True Luxury, Intermediate Luxury -- Eccentric Luxury -- Reasonable Luxury -- Authentic Luxury -- Luxury, Being and Appearing -- The Square of Veracity -- Five Sources of Legitimacy -- Conclusion -- Notes -- ch. 2 Specificities of the Luxury Industry -- What Is So Different About the Luxury Goods Industry? -- Company Size -- Sales Figures Are Difficult to Compare -- Limited Number of Staff -- Financial Characteristics -- A Very High Break-Even -- A Limited Cash Need -- Time Frame --

Contents note continued: The Fashion Cycle -- Turnaround Time -- The Key to Success in Luxury Goods -- The Need for a Strong Name -- Brand Extension and Legitimacy -- Identifiable Products -- The Primacy of Design -- The Raison d'Etre -- The Social and Cultural Environment -- Keeping Up with Social Trends -- The Response to Changing Trends -- The Major Operators -- What Is the Size of the Luxury Market? -- Oligopoly or Open Market? -- The Big Three Corporations -- LVMH -- Richemont -- PPR Gucci -- Can the Single-Brand Company Survive? -- Note -- ch. 3 Major Luxury Sectors -- Ready-to-Wear Activities -- The Fashion Business and Its Operation -- The Players -- How to Develop a Brand -- How to Make Money -- Key Management Issues -- The Creative Process -- A Worldwide Presence -- Why Is It Difficult to Make Money? -- The Most Common Organizational Structure -- Perfumes and Cosmetics -- The Market -- Consumer Expectations -- Product Types -- The Financial Aspect --

Contents note continued: The Major Operators -- The Major Brands -- The Major Corporations -- Is There Room for Outsiders? -- Key Management Issues -- Sophisticated Marketing -- Worldwide Advertising and Promotion -- Managing Distribution Networks -- Organizational Structures -- Wines and Spirits -- The Wine and Spirits Market -- The Brown Products -- The White Products -- Champagnes -- Other Categories -- The Major Operators -- The Major Brands -- The Major Corporations -- Key Management Issues -- Dealing with Mass Merchandisers -- The Need for a Worldwide Structure -- Financing Inventories -- The Need for Pull Marketing -- Organizational Structures -- The Watch and Jewelry Market -- The Market -- The Jewelry Market -- The Watch Market -- The Major Operators -- The Jewelry Brands -- The Watch Brands -- Key Management Issues -- Retail versus Wholesale -- Pricing and Product Lines -- The Risk of the Major Customer -- Organizational Structures -- The Leather Goods Market --

Contents note continued: The Market -- Ladies' Handbags -- Luggage -- Small Leather Goods -- The Major Operators -- Key Management Issues -- The World of Hotels and Hospitality -- Conclusion -- ch. 4 The Power of the Luxury Brand -- The Value of a Brand -- The Interbrand Methodology -- Luxury Brands in the Total Brand Universe -- The Luxury Brands in the Top 100 -- The Characteristics of a Brand -- The Brand as a Contract -- Brands and Time -- Brands and Society -- The Brand and Its Signs -- Brand Names -- Logos -- The Functions of the Logo -- A Few Types of Logo -- Managing Logos -- Logomania -- Other Signs of Recognition -- The Legal Aspects and the Defense of a Brand -- Brand Protection -- Brand Registration -- Registration Renewal -- The Original Registration -- Fighting Counterfeit Activities -- Knockoffs and Tables of Correspondence -- Chinese and Korean Counterfeits -- The Lenient Countries -- Notes -- ch. 5 The Luxury Client -- Who Are the Luxury Clients? --

Contents note continued: The Rich, the Very Rich, or Everybody? -- The Excursionists -- The New Consumer -- New Customer Expectations -- New Customer Behaviors -- Are Clients from Different Nationalities Similar? -- Differences in Consumption Patterns Among Nationalities -- Ready-to-Wear and Accessories -- Perfumes and Cosmetics -- Wines and Spirits -- Differences in Attitude Among Nationalities -- The RISC Study -- Notes -- ch. 6 Brand Analytical Tools -- Brand Life Cycle -- The Birth of a Brand -- Growth of a Brand -- Sectoral Growth -- Geographical Expansion -- New Product Categories -- Optimization of Internal Processes -- Brand Repositioning -- Conclusion on Brand's Growth -- Brand's Maturity -- Decline, Relaunch, and Death -- Continuing Decline -- Brand Death -- Relaunch -- Brand Identity -- A Still-Too-Unfamiliar Concept -- Tools for Analyzing Brand Identity -- The Identity Prism -- The Brand Hinge: Ethics and Aesthetics -- The EST-ET© Diagram -- The Semiotic Square --

Contents note continued: Other Semiotic Analytical Models -- Semiotic Mapping -- The Narrative Scheme -- Other Analytical Models -- From the Semiologist to the Manager -- General Considerations on Brand Identity -- Brand Identity and Consumer Identity -- Single Identity/Multiple Perceptions -- The Need to Evolve -- The Limits of the Concept of Identity: Strategic and Operational Implications -- Operational Implications -- The Place of Brand Identity in Company Strategies -- Limitations of the Concept of Identity -- Notes -- ch. 7 Managing Creation -- The Nature of Creative Activities -- Organization of the Creative Function -- Leather-Goods Brands -- Mass Market versus Luxury Brands -- Managing the Product -- The Collection Plan -- The Collection Calendar -- The Product Empowerment Teams -- Brand Aesthetics -- Relevance of Brand Aesthetics -- Issues Better Treated with the Notion of Brand Aesthetics -- Communication Issues -- Organization Issues --

Contents note continued: Cultural Issues: The Missing Dictionary -- Possible Tools for Managing Brand Aesthetics -- Conclusion on Brand Aesthetics -- Brands and the Arts -- From Brands to Arts -- From Episodic Associations to an Art-Based Brand Identity -- From Arts to Brands -- Campbell Art versus Warhol Brand -- Museum Business -- Note -- ch. 8 Communication -- Obsolescence of the 4Ps -- The Communication Chain -- Brand Manifestations -- The Communication Program -- Advertising -- The Media -- The Advertising Process -- The Advertising Agencies -- PR, Events, Promotion, and the Internet -- Creating the Buzz -- Events -- Promotion -- Internet -- The Place of the Product -- Tangible Attributes -- The Key to the Brand's Relationship with the Consumer -- The Principal Dimension of Creation and Innovation -- Always in Context -- Company Behavior -- Uncontrolled Behavior -- Controlled Decisions -- Actual Consumers -- What Is Good Communication? -- Notes --

Contents note continued: ch. 9 International Distribution -- International Distribution Systems -- The Different Distribution Systems -- Exclusive Sales from Paris or Milan -- Subsidiaries -- Local Distributors -- The Joint-Venture System -- Price Structures -- The Advertising Budget and Advertising Policies -- The Special Case of Duty-Free Operations -- The Duty-Free System -- The Major Duty-Free Operators -- The DFS Group (Duty-Free Shoppers) -- Heinemann -- Dufry -- Autogrill -- Nuance -- Aer Rianta -- Lotte Duty Free -- Dubai Duty Free (DDF) -- Aelia -- Duty Free Americas -- The Negotiation -- The Parallel Market: Reasons and Consequences -- The Reason for Parallel Markets -- Collecting Products for Parallel Markets -- How to Fight Parallel Distribution -- ch. 10 Retailing -- Background Analysis -- Store Location and Site Selections -- In-Store Behavior -- Retailing Indices -- Rules of Thumb for Internal Display in Supermarkets -- Retailing in the Luxury Field --

Contents note continued: Store Location and Leasing Systems -- Store Location -- Different Leasing Systems and Their Costs -- Budget, Planning, and Control -- The Sales Target -- Inventory Forecast -- Purchasing Plan -- Margin Control -- The Store Information System -- Staffing, Training, and Evaluation -- Staffing -- Training -- Evaluation and Motivation -- Retail Consumer-Response Management -- The Store as a Communication Tool -- Landmark Projects -- The Communication Power of the Store -- Personnel Communication -- Internal and External Display -- Selling Online -- The Retail Model versus the Wholesale Model -- The "Ideal" Model -- Exceptions to the "Ideal" Model -- The Management of Retail and Wholesale -- Notes -- ch. 11 Licensing Strategy -- Brands Developed Exclusively Through License Deals -- Calvin Klein -- Hugo Boss -- Sectors in Which the Majority of Brands Use Licensing Deals -- Perfumes and Cosmetics -- Watches -- Optical Frames --

Contents note continued: Companies Specializing in License Contracts -- Luxottica -- Safilo -- Children Worldwide Fashion -- The Process of Development Under License -- Selecting a Licensee -- Product Development Under License -- The Control of Licensees -- Different Phases of Licensing Activities -- Phase 1 -- Phase 2 -- Phase 3 -- Phase 4 -- CONCLUSION -- No Place in the Middle -- Bling-Bling Will Prosper -- The Strengthening of Custom Products -- The Extension of the Concept of the Luxury Experience -- The Century of Asian Luxury.