The Cult of the Luxury Brand
Inside Asia's Love Affair with Luxury
NB Publishing, 2007
Category:
Industries
Get the summary
Subscribe today and dramatically increase your business knowledge in your own time and at an affordable rate. Our summaries will update your skills, jump-start your career and put you ahead of the pack. Learn how to thrive in every aspect of your professional life.
getAbstract rating
| Overall |
|
(9)Applicability |
|
Innovation |
|
Style |
|
(6)
(8)| Level of Expertise |
|
(3)In this summary you will learn
- What cultural forces drive the Asian devotion to luxury brands
- How the luxury industry carefully cultivates and exploits this cult-like phenomenon
- How Asia’s luxury brand market marvel is accelerating
- What Asians are buying
Why you should read The Cult of the Luxury Brand
Asia has fallen madly, deeply, hopelessly in love, and the objects of its affection are Louis Vuitton bags, Ferragamo shoes and Burberry trench coats with their instantly recognizable plaid lining. What spurred this region-wide obsession with luxury brands? Radha Chadha and Paul Husband analyze this socio-cultural phenomenon in an in-depth study of the “luxeplosion” reverberating throughout Asia. New money is upsetting old ways, allowing people to purchase their way up the status ladder. The practice of “gifting” and a cultural emphasis on conformity contribute to the craze. Chadha and Husband identify how the luxury mania took hold, country by country, and then explain how the luxury industry started and sustained this cult. Savvy marketers can use this information to plan how to penetrate the Asian market. The prose is lively, engaging and witty, elevating this marketing manual into the fun-to-read category. getAbstract enthusiastically recommends it to those with a passion for fashion, a curiosity about the Asian shoppers’ psyche or an interest in entering the high-end Asian market.
About the authors
Radha Chadha, an expert in Asian marketing, has worked for worldwide ad agencies. She is now a brand consultant. Paul Husband began working in Hong Kong in 1988 as marketing manager for a retail center. He is an expert in Asian shopping center planning and development.
If you wish to purchase 20 or more copies of this title (not the summary, but the actual book), please contact us at info@getAbstract.com. Make sure you include the title of the book and your phone number.
getAbstract makes it easy for you to access the summary of The Cult of the Luxury Brand any time or any place. Once registered, you can choose from a variety of download formats: PDF for your computer, BlackBerry, iPhone, Kindle, PDA or other handheld devices. You can even obtain the audio version of many of our summaries.
Subscribe today to gain access to this summary as well as many other compelling titles!