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A guide to reaching and profiting from China's expanding luxury consumer class China's growing consumer base and expanding economy means more disposable income for more Chinese citizens. The Chinese market for luxury goods is expected to expand from $2 billion this year to nearly $12 billion by 2015. Today's biggest global luxury goods retailers expect China to make up a large and ever growing portion of their customers, and those businesses are responding with new stores and investments in China. Luxury China gives readers-particularly professionals in advertising, marketing, and the luxury brands industry-a deep look into the future of the Chinese luxury goods market and shows them how to tap into China's tremendous market potential.
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Biographie de l'auteur :
Michel Chevalier, a graduate of HEC in France, holds an MBA and a Doctorate from Harvard Business School. He started his career at the Boston Consulting Group, then worked for S.C. Johnson and moved into the luxury field. He was successively general manager of Paco Rabanne Perfumes, chairman of Paco Rabanne Fashion, executive vice president of Bluebell Asia Ltd. in Hong Kong and in Tokyo, as well as chairman of the Revillon fashion group in Paris. He is now a consultant for EIM in Paris and office manager of EIM Shanghai. Michel teaches at University Paris Dauphine and Institut Supérieur du Luxe in Paris specializing in luxury for their MBA course. He has also published numerous articles in journals on retailing and coauthored the books, Pro Logo and Luxury Brand Management, with Gérald Mazzalovo.
Pierre Xiao Lu is an Assistant Professor of Marketing at Fudan University s School of Management in Shanghai and the Visiting Professor of Marketing at ESSEC Paris–Singapore. He also consults for many multinational luxury firms, such as Lacoste S.A., LVMH, PPR–Gucci and MasterCard. Professor Lu specializes in luxury consumer behavior in China and luxury brand management in Asia. After working for several years at ESSEC s luxury industry research center, he received his Ph.D. from ESSEC Business School Paris. His articles on the luxury industry and Chinese luxury consumers have been published in professional and academic journals, such as AMA, AFM, Comité Colbert, Harvard Business Review China and Financial Times China. He is also the author of Elite China and translated Luxury Brand Management into Chinese.
Quatrième de couverture :
Pierre Xiao Lu is an Assistant Professor of Marketing at Fudan University s School of Management in Shanghai and the Visiting Professor of Marketing at ESSEC Paris–Singapore. He also consults for many multinational luxury firms, such as Lacoste S.A., LVMH, PPR–Gucci and MasterCard. Professor Lu specializes in luxury consumer behavior in China and luxury brand management in Asia. After working for several years at ESSEC s luxury industry research center, he received his Ph.D. from ESSEC Business School Paris. His articles on the luxury industry and Chinese luxury consumers have been published in professional and academic journals, such as AMA, AFM, Comité Colbert, Harvard Business Review China and Financial Times China. He is also the author of Elite China and translated Luxury Brand Management into Chinese.
Luxury China answers the question of how to succeed in the fashion and luxury industries of Mainland China. The country′s extraordinary economic boom has made it the world′s third largest market for fashion and luxury with unlimited potential in the future.
Key issues, such as the size of the Chinese luxury market and its evolution in different product categories are explained and illustrated. Readers will find comparisons between the Chinese luxury clients and that of clients from the rest of the world. This book covers topics such as:
- Chinese luxury consumer behaviors and their preferences
- possible market entrance strategies
- elective retailing
- successful communication and advertising strategies
- effective campaigns against counterfeits in China.
Luxury China comes with business cases applicable to Chinese and international brands in main luxury product categories, such as high fashion, leather goods, watches, spirits and wines, decoration and table wares.
The authors have provided deep insights and updated information for the industry′s fast evolution in the market. This book comes equipped with practical and effective solutions for new brands that wish to explore their opportunities in this market. It will also prove useful for well–established brands facing the challenges of maintaining and increasing their market share. A perfect reference with solutions!
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- ÉditeurJohn Wiley & Sons Ltd
- Date d'édition2009
- ISBN 10 0470823410
- ISBN 13 9780470823415
- ReliureRelié
- Numéro d'édition1
- Nombre de pages272
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Luxury China: Market Opportunities and Potential
Edité par
Wiley
(2009)
ISBN 10 : 0470823410
ISBN 13 : 9780470823415
Neuf
Couverture rigide
Quantité disponible : 1
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Description du livre Hardcover. Etat : New. N° de réf. du vendeur Abebooks110269
Acheter neuf
EUR 61,45
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