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Kapferer on Luxury offers a selection of the most recent and insightful articles .Not everyone can buy a Chanel or Dior dress for 20,000 €, but millions can access Gucci . Kapferer on Luxury offers a selection of the most recent and insightful articles and original essays on the luxury growth challenge from Jean-Noël Kapferer, a world-renowned luxury analyst.

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Not everyone can buy a Chanel or Dior dress for 20,000 €, but millions can access Gucci sunglasses, sporting its famous logo, at 350 € or buy Chanel N°5 fragrance for 85 . This growth is why Wall Street loves the luxury sector, noting its substantial margins and highJean-Noël Kapferer is a world renowned expert on brand management. Professor at HEC Paris, he holds the Pernod-Ricard Research Chair on the Management of Prestige Brands.In Kapferer on Luxury, Jean-Noël Kapferer highlights the struggles that luxury brands endure in keeping up with global growth and expansion. As countries such as China experience exponential financial growth, theJean-Noël Kapferer is a renowned thought leader on the mutations of luxury brands and luxury consumers in the world. Emeritus Professor at HEC Paris, he conducts his research at INSEEC Luxury Institute.

Using the example of Christian Dior, it is demonstrated that heritage is a social construction based on strong narratives rather than the mere outcome of the history of a brand.

Is a 35 € Dior Diorific lipstick a luxury product? In absolute terms, the price is not very high, yet it is five times the price of a lipstick sold by Maybelline, a mass brand.Currently, the brand is present at three levels of luxury brand classification: Griffe (or absolute luxury), Luxury brand, and Premium brand (Kapferer, 2008; Kapferer & Bastien, 2012). Christian Dior is a Griffe (an iconic brand name) known as “Christian Dior Couture” for which the company produces unique and pure creations at the rate of .Jean-Noël Kapferer is a world reputed expert on brands. He is known for his advanced work on brand identity, strategic brand management, brand portfolios, brand architectures and on prestige and luxury management. He is currently Advisor to the President of INSEEC U. [email protected].

Jean-Noël Kapferer received his Ph.D. from Kellogg Business School (Northwestern University, USA). He holds the Pernod-Ricard Chair on the Management of Prestige Brands and teaches Luxury Management in China (Tsing Hua University in Beijing), Korea (at the Seoul Luxury Business Institute) and Japan. Kapferer on Luxury offers a selection of the most recent and insightful articles and original essays on the luxury growth challenge from Jean-Noël Kapferer, a world-renowned luxury analyst.Not everyone can buy a Chanel or Dior dress for 20,000 €, but millions can access Gucci sunglasses, sporting its famous logo, at 350 € or buy Chanel N°5 fragrance for 85 . This growth is why Wall Street loves the luxury sector, noting its substantial margins and highJean-Noël Kapferer is a world renowned expert on brand management. Professor at HEC Paris, he holds the Pernod-Ricard Research Chair on the Management of Prestige Brands.

In Kapferer on Luxury, Jean-Noël Kapferer highlights the struggles that luxury brands endure in keeping up with global growth and expansion. As countries such as China experience exponential financial growth, the

Jean-Noël Kapferer is a renowned thought leader on the mutations of luxury brands and luxury consumers in the world. Emeritus Professor at HEC Paris, he conducts his research at INSEEC Luxury Institute. Using the example of Christian Dior, it is demonstrated that heritage is a social construction based on strong narratives rather than the mere outcome of the history of a brand.Is a 35 € Dior Diorific lipstick a luxury product? In absolute terms, the price is not very high, yet it is five times the price of a lipstick sold by Maybelline, a mass brand.

Currently, the brand is present at three levels of luxury brand classification: Griffe (or absolute luxury), Luxury brand, and Premium brand (Kapferer, 2008; Kapferer & Bastien, 2012). Christian Dior is a Griffe (an iconic brand name) known as “Christian Dior Couture” for which the company produces unique and pure creations at the rate of .

Jean-Noël Kapferer is a world reputed expert on brands. He is known for his advanced work on brand identity, strategic brand management, brand portfolios, brand architectures and on prestige and luxury management. He is currently Advisor to the President of INSEEC U. [email protected].

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