HOW LUXURY BRANDS CAN CREATE VALUE FOR THE LONG TERM
With “luxury” now used to label everything from cars to cookies, how can we understand the real value of luxury brands beyond their familiar claims to heritage, craftsmanship and customer service? Faced with savvier, more exigent consumers, what can luxury brands do to respond to the growing demand for meaningful and responsible business? Together, these questions point to the opportunity for luxury brands to assert their innate leadership potential in business and society.
Real Luxury examines what luxury brands are from a new perspective: from economic, sociological and psychological standpoints. Luxury has an outsized influence on the way people think and act. It can encourage and promote the highest standards of design, production, communication and behavior. By turning their universe of conspicuous consumption into one of intelligent demand, luxury brands can make the true meaning of luxury central to their business.
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