Rethinking Luxury: How to Market Exclusive Products and Services in an Ever-Changing Environment
- 3h 6m
- Fabian Sommerrock, Markus Albers, Martin C. Wittig, Philip Beil
- LID Publishing
- 2014
The luxury market has long been the exception. Protected for decades and even centuries from swings in economic fate and taste by consumers with money and demands for something extraordinary, the world is changing, and those changes have already initiated some of the first-ever structural changes to the once-untouchable luxury market. Rethinking Luxury paints a roadmap for the future of marketing to the rich and superwealthy. Written by experts in the sector, the book combines broad strategic knowledge with probing sector research. It couples scientific research documenting the transformation with exclusive insider information. Case studies highlight what works now and what s likely to continue working in the future. This important work will become the handbook of how to win the attention of affluent consumers and ignite their passion for rare and bespoke products.
About the Authors
Dr Martin C. Wittig is a Senior Partner and Chairman of Roland Berger Switzerland. He lives in Herrliberg near Zurich. Dr Wittig was global Managing Partner and Chief Executive Officer of Roland Berger Strategy Consultants from 2010 to 2013. He is a visiting lecturer at the University of St. Gallen and was elected to the university’s International and Alumni Advisory Board. Dr Wittig and his wife Susanne are also involved in multiple social and cultural organisations, such as Ashoka Switzerland, Right to Play, the Swiss Institute for Art Research and the Museum of Photography in Winterthur.
Dr Fabian Sommerrock is a Principal and member of the management team of Roland Berger Switzerland. From 2011 until 2013 he was Executive Assistant CEO and before a Project Manager at Roland Berger Strategy Consultants. Dr Sommerrock is an expert in strategy development, transformation, post-merger integration and reorganisation as well as efficiency and change management. He is a visiting lecturer at the University of St. Gallen with a focus on marketing, and a Director of the AlpEuregio.BusinessClub, a non-profit organisation.
Philip Beil joined Roland Berger Germany in 2003, and is a Partner in the Consumer Goods and Retail Competence Center and heads the Fashion and Luxury Practice Group. He is the author of various studies and articles about the luxury goods and fashion markets. Previously, he was Director of Business Development for an international start-up company that he co-founded. Philip is a graduate of Ludwig-Maximilian University.
Markus Albers is a journalist, entrepreneur and writer of non-fiction books. He lives in Berlin, Germany. Markus is a Managing Partner at content marketing agency Rethink as well as Contributing Editor for Monocle and Brand Eins. His work has also been published in GQ, Architectural Digest, Vanity Fair, Der Spiegel, Stern, SZ-Magazin, Welt am Sonntag and Die Zeit. His books, Meconomy, and the business book bestseller Smart Work, received enthusiastic reviews and have been translated into many languages. He also speaks and gives keynotes based on the books’ topics.
In this Book
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Rethinking Luxury—How to Market Exclusive Products and Services in an Ever-Changing Environment
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Foreword—Why We Wrote This Book
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The State of Luxury—Theories and definitions for superlative goods in a never-changing marketplace
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The Evolving Face of Luxury—Meeting new and established customer demands in a non-homogeneous global market
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East is the New West—Adapting a Eurocentric luxury market to Asian dynamics and demands
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Is Bling No Longer King? Logo luxury versus the rise of new values that are dividing the market
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The New Age of Access—How to capitalise on e-commerce without losing intimacy in an era of digital transparency
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What’s in Store for Stationary Retail? The role of real-world shopping in the digital age
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The Luxury Experience—How to envelop luxury consumers in brand attributes to meet demand for individual experiences and events
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Sustaining Luxury—Considered consumption and brands with substance as the new indulgence
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Captivating Luxury Consumers—Creating loyal customer relationships in a climate of declining brand commitment
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Afterword—Luxury Rethought
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