Book description
Noted experts offer invaluable insights into the glamorous world of
luxury retail
Luxury Retail Management is your gold-plated ticket to the
glamorous world of luxury retail. Defining all the tools that are
necessary to manage luxury stores, from the analysis of location and
design concept, to the selection, training, and motivation of the
staff, the book covers everything you need to know to enter, expand,
understand, and succeed in the world of luxury retail. Reaching the
luxury customer is no longer the domain of the exclusive salon-the
global luxury market boom and the phenomenal growth of luxury stores
now views the retail sector as key to driving brand profitability. In
dealing with this rapid change, luxury brands have experienced a steep
learning curve and accumulated bags of retail expertise. And while
some of the luxury retail rules and models in this book are exclusive
to the luxury market, many have lessons for the whole retail sector.
- Examines the essential aspects of luxury customer relationship
management, personal sales, and the customer experience
- Delves into the sophisticated business models that luxury brands
have developed based on a mix of directly-operated-stores and wholesale
- Covers the management essentials-distribution, location, design,
merchandising, pricing, brand promotion, and the management agenda
for success
Written by respected experts Michel Chevalier and Michel Gutsatz, who
lend their solid academic credentials and professional expertise to
the subject, Luxury Retail Management asks and answers the
questions that retail professionals need to understand in order to
thrive in the luxury market.
Michel Chevalier is an expert in luxury brand
management and retailing. A consultant with EIM in Paris and a
visiting professor of luxury marketing and retailing at HEC and
Paris-Dauphine University in Paris, he is also the coauthor of
Luxury Brand Management and Luxury China, both
published by Wiley.
Michel Gutsatz is an international expert in luxury brand
management based in Paris. The founder of The Scriptorium Company, a
brand strategy agency, he advises investment funds, luxury brands, and
retailers in Europe, China, and the United States. Gutsatz developed
the MBA in international luxury brand management at ESSEC Business
School, and his blog, BrandWatch (michelgutsatz. com), is an acclaimed
reference in brand strategy.
