Luxury Marketing

Luxury Marketing provides students with practical insights into marketing luxury brands, incorporating the latest trends including digital innovation, sustainability, and globalisation.

While luxury is often associated with exclusivity and high value, marketing luxury products and brands requires a nuanced understanding of history, cultural influences, and consumer psychology. Luxury Marketing delves into the European cultural and historical significance embedded in luxury and demystifies the sector by bridging the gap between theoretical concepts and practical applications. This is underscored by real-world examples from global brands such as Shang Xia, Gaggenau, and Aman Resorts.

This book shows how to distinguish between 'luxury' and 'premium' and how to integrate both tradition and innovation by exploring time-honoured brand values alongside current trends like sustainability and digital transformation. It explores the psychology behind luxury consumption, how to appeal to preferences of various consumer segments, and the importance of creating unique customer experiences. It is supported by learning features such as key concept boxes, exercises, and review questions, as well as online resources of lecturer PowerPoint slides and instructor manuals.

Luxury Marketing is ideal for postgraduate students taking modules in Luxury Marketing and Luxury Brand Management.