Global Luxury Trends: Innovative Strategies for Emerging Markets

276 Pages·2013·1.63 MB·English

by  Jonas Hoffmann, Ivan Coste-Manière (eds.)

GLOBAL LUXURY TRENDS
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GLOBAL LUXURY
TRENDS
Innovative Strategies for Emerging
Markets
Edited by
Jonas Hoffmann
Associate Professor of Marketing, SKEMA Business School,
France
and
Ivan Coste-Manière
Professor of Marketing, SKEMA Business School, France
Selectionandeditorialmatter©JonasHoffmannand
IvanCoste-Manière2013
Individualchapters©individualcontributors2013
Softcover reprint of the hardcover 1st edition 2013 978-1-137-28738-0
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CONTENTS
ListofFiguresandTables vii
NotesonContributors ix
INTRODUCTION 1
JonasHoffmannandIvanCoste-Manière
1 ON LUXURY STRATEGIZING 6
JonasHoffmann
2 PATHS FOR THE EMERGENCE OF GLOBAL
CHINESE LUXURY BRANDS 23
JonasHoffmannandBetinaHoffmann
3 LUXO BRASIL AND OSKLEN’S NEW LUXURY 37
JonasHoffmann
4 ÜBER LUXURY: FOR BILLIONAIRES ONLY 51
AlessandroQuintavalle
5 OCCUPATION FASHION BLOGGING: RELATION
BETWEEN BLOGS AND LUXURY FASHION
BRANDS 77
RasaStankeviciute
6 ENGAGINGWITHTHELUXURYCONSUMERIN
CHINA 89
KatrinaPanchout
7 LUXURYANDARTSINCHINA:THEISLAND6CASE 101
CamilleJaganathen
v
CONTENTS
8 LUXURY SHOPPING PLACES IN CHINA 114
JoannaChen
9 PERSPECTIVES ON LUXURY OPERATIONS
IN CHINA 126
YvesR.LuckyandFrancescoGilibertiBirindelli
10 LUXURY CONSUMER TRIBES IN ASIA: INSIGHTS
FROM SOUTH KOREA 138
BernardCovaandTaeYounKim
11 LUXURY IN RUSSIA AND IN COUNTRIES
OF EASTERN EUROPE 155
LaurentLecamp
12 LUXURY IN INDIA: SEDUCTION BY HYPNOTIC
SUBTLETY 171
SandeepVij
13 POLO AS A VEHICLE FOR
COMMUNICATING LUXURY 185
IvanCoste-Manière,AnnaHoarauandCedricLaforge
14 MIMESIS AND THE NEXUS OF LUXURY
INDUSTRY IN INDIA 201
MuktaRamchandani
15 TESLA MOTORS, THE REINVENTION OF
THE LUXURY SPORTS CAR INDUSTRY 209
DanielaMilosheska
16 WHY BUY LUXURY? INSIGHTS FROM
CONSUMER RESEARCH 224
MaureenMorrin
17 ELIE SAAB: STRATEGIC PRESENCE
IN THE DIGITAL LUXURY SPACE 242
RasaStankeviciute
Index 259
vi
FIGURES AND TABLES
FIGURES
I.1 Globalluxurytrends 2
1.1 Componentsofabusinessmodel 7
2.1 Orientationofluxuryvaluepropositions 25
2.2 Cyruslogo 29
4.1 LuxurymarketversusfinancialwealthandHNWIsgrowth(base
100in2000) 53
4.2 HNWIsversusbillionaires’growth(base100in2000) 54
4.3 Billionaires’distributionbyregion(2012) 55
4.4 Mainwatch-exportingcountries 63
4.5 HAGITopIndexversusS&P500growth(base100in1980) 66
4.6 HAGITopandotherassetclasses(base100in1980) 66
7.1 CharlestonCraze 106
8.1 LuxuryshoppingareaalongNangjingXiroad,Shanghai 117
13.1 Backes&StraussClockduringtheBritishPoloDayinSingapore 188
13.2 Backes&StraussRegentFancyCanary 189
14.1 Processofmimeticdesire 202
15.1 TeslaRoadster 211
15.2 DriverimageryoftheTeslabrand 212
15.3 Tesla’slogo 217
15.4 Tesla’snewestmodel:TheModelS 218
15.5 Tesla’spatents 219
17.1 ThegrowthofELIESAABFacebookfans-base 244
17.2 ThegrowthofELIESAABTwitterfollowers-base 245
17.3 ELIESAABstoriesintheformofvideos:BaladeÀParis(I) 250
17.4 ELIESAABstoriesintheformofvideos:BaladeÀParis(II) 250
vii
17.5 ELIESAABstoriesintheformofvideos:ELIESAABshowthrough
theeyesofRosarioDawson,KarlieKloss,ReneCelestin 251
17.6 ELIESAABstoriesintheformofvideos:Againstthefallofthenight 251
17.7 ThedifferenceinaveragetimespentonELIESAABwebsitebynew
andreturningvisitors 252
17.8 Thecomparisonoftheuserengagementrates(C-Rate)for
commentsforCHRISTIANDIOR,BURBERRYandELIESAAB 255
17.9 Thecomparisonoftheuserengagementrates(P-Rates)for
post-likesforCHRISTIANDIOR,BURBERRYandELIESAAB 256
TABLES
3.1 TRACESassessmentofOskleneproductslifecycledonebythe
ItalianMinistryfortheEnvironment,LandandSea(IMELS),
Institutoe,ForumdasAmericasandwiththecollaborationof
Senai-Cetiqt 46
10.1 Famousconsumertribesstudiedinmarketing 140
10.2 Famousbrandcommunitiesstudiedinmarketing 141
10.3 TribalmanagementmodelatDucati 142
viii
CONTRIBUTORS
EDITORS
Dr. Jonas Hoffmann is Associate Professor of Marketing at
SKEMA Business School in France. He has extensive experience in
consulting and executive training, and has been a speaker at inter-
national luxury events. He has written several articles about mar-
ketingandinnovationintheluxuryindustry.Heistheco-editorof
LuxuryStrategyinAction.
Dr. Ivan Coste-Manière has extensive experience in the luxury
industry; he has created eight companies in the fragrance, watches
and marketing sector. He is Professor of Marketing and Director
of the Master of Science in Luxury and Fashion Management at
SKEMA Business School in France. He is the co-editor of Luxury
StrategyinAction.
CO-AUTHORS
Joanna Chen holds a master’s degree in Fashion Strategy Manage-
ment. She is an expert in luxury retail-network improvement and
luxury-malls creation in China. Based in Shanghai, China, she is
nowinchargeofanewprojectofHangLungProperties.
Bernard Cova is Professor of Marketing at Euromed Management,
Marseilles, France, and Visiting Professor at Università Bocconi,
Milan, Italy. A pioneer in the consumer tribes field since the early
1990s,hisinternationallyinfluentialresearchhasemphasizedwhat
hecalls“theMediterraneanapproach”oftribalmarketing.
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