The Cult of the Luxury Brand
Au$55.00
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*EDITOR'S CHOICE*
Inside Asia’s Love Affair With Luxury
By Radha Chadha & Paul Husband
Nicholas Brealey International
Stock 2
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Detailed description:In today’s Asia, you are what you wear!
The Cult of the Luxury Brand is the first book to explore how and why an amazing ‘luxeplosion’ is rocking Asia, sweeping up not just the glitzy upper crust, but secretaries toting their Burberry bags, junior executives sporting Rolex watches and university students in Ferragamo shoes.
Hong Kong boasts more Gucci and Hermes stores than New York or Paris. China’s luxury market is growing with such gusto that it will single-handedly be the biggest by 2014. Even India, the new kid on the luxury block, has three-month waiting lists for hot items, while in Tokyo, the epicentre of the cult, 94% of women in their 20s own a Louis Vuitton bag.
Asian consumers now account for as much as half the $80 billion global luxe industry.
Authors Radha Chadha and Paul Husband explain in this book the paradox of simultaneously pumping up your product’s status while pumping it out to the masses. They crack the code of the cult, offering a tried and tested approach to creating an explosive following for your brand. They outline a powerful model that explains the spread of luxury in developed markets like Japan and Hong Kong, while predicting the future course for emerging markets such as India and China.
They also examine the phenomenon of the ‘genuine fakes’, impossible to tell from the originals and detracting from their sales.
Written by world-leading experts in their field in a highly accessible style, the book draws on over 150 interviews with industry experts, market studies in 10 countries and the author’s collective experience across Asia. It offers a glimpse of the thriving retail scene, from glorious flagship stores in Tokyo to bustling local markets in Seoul, and compares the various consumer segments to understand the inner motives for their obsession. It demonstrates how the continent’s massive economic and social transformation is dismantling centuries-old ways of defining your place in society and how your spot on today’s social totem pole is marked by your Chanel suit and your Cartier watch.
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