“The Luxury Strategy” by Jean-Noël Kapferer & Vincent Bastien
The Luxury Strategy by Jean-Noël Kapferer and Vincent Bastien is a bold and insightful guide to building and sustaining true luxury brands. Rejecting traditional marketing norms, the authors present a set of ‘anti-laws’ that explain why luxury must follow its own unique rules—prioritising exclusivity, heritage, and symbolic value over mass appeal or price-based competition.
With clear distinctions between luxury, premium, and fashion strategies, the book offers a structured, practical framework supported by compelling case studies from brands such as Hermès, Ferrari, and Louis Vuitton. This revised edition includes timely updates, addressing the rise of AI, societal ‘luxification’, and the evolving role of luxury in modern culture.
You can find more information and purchase the book here – https://www.koganpage.com/marketing-communications/the-luxury-strategy-9781398624269
