Noted experts offer invaluable insights into the glamorous
world of luxury retail Luxury Retail Management is your gold-plated
ticket to the glamorous world of luxury retail. Defining all the
tools that are necessary to manage luxury stores, from the analysis
of location and design concept, to the selection, training, and
motivation of the staff, the book covers everything you need to
know to enter, expand, understand, and succeed in the world of
luxury retail.Reaching the luxury customer is no longer the domain
of the exclusive salon-the global luxury market boom and the
phenomenal growth of luxury stores now views the retail sector as
key to driving brand profitability. In dealing with this rapid
change, luxury brands have experienced a steep learning curve and
accumulated bags of retail expertise. And while some of the luxury
retail rules and models in this book are exclusive to the luxury
market, many have lessons for the whole retail sector. * Examines
the essential aspects of luxury customer relationship management,
personal sales, and the customer experience* Delves into the
sophisticated business models that luxury brands have developed
based on a mix of directly-operated-stores and wholesale* Covers
the management essentials-distribution, location, design,
merchandising, pricing, brand promotion, and the management agenda
for success Written by respected experts Michel Chevalier and
Michel Gutsatz, who lend their solid academic credentials and
professional expertise to the subject, Luxury Retail Management
asks and answers the questions that retail professionals need to
understand in order to thrive in the luxury market.
關於作者：
Michel Chevalier is an expert in luxury brand management and
retailing. A consultant with EIM in Paris and a visiting professor
of luxury marketing and retailing at HEC and Paris-Dauphine
University in Paris, he is also the coauthor of Luxury Brand
Management and Luxury China, both published by Wiley. Michel
Gutsatz is an international expert in luxury brand management based
in Paris. The founder of The Scriptorium Company, a brand strategy
agency, he advises investment funds, luxury brands, and retailers
in Europe, China, and the United States. Gutsatz developed the MBA
in international luxury brand management at ESSEC Business School,
and his blog, BrandWatch michelgutsatz.com, is an acclaimed
reference in brand strategy.
目錄：
Introduction vii Chapter
Luxury and Brand Power
Chapter
The Distribution Models of Luxury
Chapter
The Different Outlets of Luxury Distribution
Chapter
The Internet as a Channel of Distribution
Chapter
Luxury Store Location
Chapter
Luxury Store Concept and Design
Chapter
Luxury Store Economics
Chapter
Luxury Retail Pricing
Chapter
Customer In-Store Behavior
Chapter
The Importance of Stores in Customer Relationship
Building
Chapter
Building Loyalty in Luxury Brands
Chapter
Advertising and Communication
Chapter
The Future of Luxury Brand Retailing
Appendix Managing a Store Toolbox
Bibliography
About the Authors
Index
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