Contemporary Issues in Luxury Brand Management is co-edited by Dr Sylvie Studente, Assistant Professor and Course Leader for the MA in User Experience Design at Regent's, and Dr Eleonora Cattaneo.
This book provides a comprehensive overview of the key themes surrounding luxury brand management and the core issues faced by luxury firms today. The luxury industry has undergone a series of dynamic changes in the past twenty years. Economic trends, digital transformation and changing consumer habits are creating a new competitive landscape where traditional strategies will not necessarily provide continued growth and profitability.
Approaching luxury from a realistic brand management perspective, this book works step-by-step through a typical luxury course structure, covering sustainability, heritage, emerging brands, digital marketing and analytics, curation, intellectual property, and start-ups. Each chapter is illustrated by a relevant international case study and further examples, as well as reflective questions to help gain insight from contemporary practice.
Nastaran N. Richards, Richmond University, describes the book as: 'A good blend of practical and theoretical focus with new conceptual ideas to provide a multi-angle and comprehensive examination of the challenges of current luxury strategies.'
Debbie Pinder, University of Southampton, writes: 'A very useful text for any luxury brand management student, or luxury practitioner, interested in increasing their knowledge in contemporary luxury issues and the evolving luxury consumer.'
Contemporary Issues in Luxury Brand Management is available for pre-order from 10 March 2023 from Routledge.