3.5 Comparison of Cost Structures for a Product Sold in Different Count...Table 3.6 Brands with Sales Above €300 MillionTable 3.7 Second-Tier Brands (Sales €100–300 million)Table 3.8 Performance (€ million) of the Major Luxury Perfumes and Cosmetics ...Table 3.9 Major Leather Goods Manufacturers (2019)
3 Chapter 3BTable 3.10 Breakdown of Major Rum Brands (in million cases of nine liters)Table 3.11 The World's Most Powerful Spirits, 2018*Table 3.12 Number of Top 30 Brands Sold by Different OperatorsTable 3.13 Performance (€ million) of the Top Nine Operators (2019/2020)Table 3.14 Estimated Sales (including watches) of Major Jewelry Operators, 20...Table 3.15 Estimated Sales of Complication/Upscale Watch OperatorsTable 3.16 Estimated Sales of Jewelry and Specialty Watch Operators 2019Table 3.17 Estimated Sales for Fashion and Mood and Watch Operators, 2019Table 3.18 The Major Hotel GroupsTable 3.19 Top Luxury Hotel Brands
4 Chapter 4Table 4.1 The Place of Luxury in the Global Brand Picture (2019)Table 4.2 Interbrand's Top Luxury Brands (2019)Table 4.3 Brand Value Changes Between 2001 and 2019 (€ million)Table 4.4 Brand Registration Categories
5 Chapter 5Table 5.1 Nationality of the Millionaires (in thousands)Table 5.2 Nationality of BillionairesTable 5.3 Breakdown of Luxury Clients in Developed CountriesTable 5.4 Why Are People Buying Luxury Items by Age?Table 5.5 Household Income and Household Expenditures by Age in the United St...Table 5.6 Purchases of Luxury Goods by Geographical GroupsTable 5.7 Expectations of Luxury for Different NationalitiesTable 5.8 Number of Chinese Luxury Consumers and Total Spending by Age Group ...Table 5.9 Reasons for Buying Luxury ProductsTable 5.10 Preferred Brands for Gift-Giving in ChinaTable 5.11 Advertising Spending in America in 2019
6 Chapter 6Table 6.1 Jim Thompson Brand Ethic (2017)Table 6.2 Jim Thompson Brand Aesthetics (2017)Table 6.3 Brand Aesthetics Analytical GridTable 6.4 Brand Aesthetics Analytical Grid Applied to Jim Thompson (2015) Syn...Table 6.5 Three Purposes of Aesthetic Treatments
7 Chapter 8Table 8.1 Detailed Merchandising Briefs for Each Subcategory of SuitsTable 8.2 Collection Plan for Thomas Brand Menswear SS 2019Table 8.3 Theoretical Price Structure for Luxury Ready-to-Wear and Leather Ac...Table 8.4 Minimum Number of Final Prototypes to Be Produced Every Season for ...Table 8.5 Performance Indicators for Product Empowerment Teams
8 Chapter 9Table 9.1 Effects of Digital Technology on Society, Brands, and ConsumersTable 9.2 Brand Historical Evolution (note that the dates are approximate as ...Table 9.3 Comprehensive Media PlanTable 9.4 Comparative Analysis of Retail and E-commerce KPIsTable 9.5 Cardon's Typology of Social Networks
9 Chapter 10Table 10.1 Pricing in Different Zones (Perfumes and Cosmetics)Table 10.2 Cost Structures for Europe (Perfumes and Cosmetics)Table 10.3 Cost Structures for Japan and Mexico (Perfumes and Cosmetics)Table 10.4 Clients' Online Research Before BuyingTable 10.5 Perfumes Brands Under License or Developed Internally: The Situati...Table 10.6 Breakdown of Sales of Japanese License Activities by Product Categ...Table 10.7 Estimates of Duty-Free Activities at Major International Air/Ferry...Table 10.8 Duty-Free Pricing SystemTable 10.9 Price Structure for the Duty-Free Operator
10 Chapter 11Table 11.1 Stores and Sales History of a Selection of BrandsTable 11.2 Mix of Distribution Systems for Three Brands with Different Econom...Table 11.3 Number of Online and Offline Contacts Before and During a PurchaseTable 11.4 Percent of Sales of a Fashion Luxury Brand According to Different ...
11 Chapter 12Table 12.1 Medium-Term Luxury Market TrendsTable 12.2 External Sources of Brand AuthenticityTable 12.3 Internal Sources of AuthenticityTable 12.4 Evolution of the Sources of Authenticity
12 Appendix ATable A.1 Sasin School of Management Brand Ethics (2020)Table A.2 Sasin School of Management Brand Aesthetics (2020)
List of Illustrations
1 Chapter 1Figure 1.1 Analytical Scheme of the Definitions of LuxuryFigure 1.2 Positioning of Some Authors on the Analytical Scheme of the Defin...Figure 1.3 History of the Semantic Evolution of the Definitions of the Notio...Figure 1.4 Positioning of the Definition of Luxury Given by ConsumersFigure 1.5 Semiotic Square of Consumption ValuesFigure 1.6 Semiotic Square of VeracityFigure 1.7 Evolution from Traditional to New LuxuryFigure 1.8 Semiotic Square on Different Types of Luxury
2 Chapter 4Figure 4.1 Interbrand Brand-Value Management Model.
3 Chapter 6Figure 6.1 The Brand Hinge. Analytical levels of a brand universeFigure 6.2 The Hinge Applied to Pininfarina Brand IdentityFigure 6.3 Brand Manifestations, Identity, and StrategiesFigure 6.4 The EST-ET© Diagram Applied to Some Pininfarina CarsFigure 6.5 Applying the Brand Identity to All the Brand Manifestations (Jim ...Figure 6.6 Place of Brand Identity in Company Functional Strategies
4 Chapter 7Figure 7.1 The Brand Life CycleFigure 7.2 Gucci Turnover, 1991–2019 (in € millions)Figure 7.3 Saint Laurent and Bottega Veneta Turnover, 2012–2019 (in € millio...Figure 7.4 Hermès Turnover, 1988–2018 (in € millions)Figure 7.5 Salvatore Ferragamo Turnover, 1988–2019 (in € millions)Figure 7.6 Roger Vivier Turnover (in € MillionsFigure 7.7 Reviving Sleeping BeautiesFigure 7.8 Typology of Targeted Companies by a Private Equity Fund: Emerging...Figure 7.9 Brand Identity prism applied to Hermès (2020)Figure 7.10 The Rosewindow (Marie-Claude Sicard)Figure 7.11 Semiotic Square of Consumption Values (J.-M. Floch)Figure 7.12 Salvatore Ferragamo (1992–2020)Figure 7.13 Two Basic Brand PositioningsFigure 7.14 Two Strategic Options: Market-Centered or Self-Centered BrandsFigure 7.15 Authenticity and Gratuitous Design Brand StrategiesFigure 7.16 Examples of Brand Strategies on the Authenticity versus Gratuito...Figure 7.17 Structuration on a Semiotic Square of Baudrillard's Thesis on th...Figure 7.18 Semiotic Mapping of Consumer Values (Andrea Semprini)Figure 7.19 Positioning Brands on the Semiotic MapFigure 7.20 The Narrative Scheme (Jean-Marie Floch)Figure 7.21 The Semionarrative Scheme Applied to the RATP Logo
5 Chapter 8Figure 8.1 Luxury Products Business ProcessFigure 8.2 Organization by CompetenciesFigure 8.3 Don Juan Suits Competitors Price/Fashion MapFigure 8.4 Don Juan Suit Collection StructureFigure 8.5 Overall Proportions of Thomas Brand Menswear Subcategories for SS...Figure 8.6 Strategic Collection Plan for Thomas Brand's Necktie CategoryFigure 8.7 Sales of Thomas Brand's Necktie Category between 2015 and 2018 an...Figure 8.8 Collection Calendar of an A/W Ladies' Shoe CollectionFigure 8.9 Collection Calendar of Ladies' Ready-to-Wear and Home Furnishing ...Figure 8.10 Inputs and Constraints Applying to the Creative DepartmentFigure 8.11 Bally Example of Design and Development Department Organization ...Figure 8.12 Brand Identity Manifestations—Different CompetenciesFigure 8.13 Application of YSL style definition to his creationsFigure 8.14 Pininfarina Creative Sequence
6 Chapter 9Figure 9.1 Basic and Mediatized ManifestationsFigure 9.2 The Communication ChainFigure 9.3 The Consumer Decision JourneyFigure 9.4 Example of Thomas Brand's Digital Dashboard (2018)Figure 9.5 The World's Most-Used Social Media.Figure 9.6 Initial Organization of Thomas E-commerce Activities
7 Chapter 10Figure 10.1 The Brand's Worldwide Presence
8 Chapter 11Figure 11.1 The Store as the Most Complete Experience for Virtual and Real B...
9 Chapter 12Figure 12.1 Four Types of Consumer Attitudes with Respect to Sustainability....Figure 12.2 Components of Brand Authenticity as the Quality of a Relationshi...
10 Appendix AFigure A.1 Sasin Two LogosFigure A.2 The Nonagon Structuring Sasin's Brand EthicsFigure A.3 The Nonagon Structuring Sasin's Brand Ethics (details)
Guide