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The Cult of the Luxury Brand: Inside Asia's Love Affair With Luxury [Hardcover]

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Item description for The Cult of the Luxury Brand: Inside Asia's Love Affair With Luxury by Radha Chadha & Paul Husband...

The Cult of the Luxury Brand is the first book to explore how and why an amazing phenomenon is rocking Asia, sweeping up not just the glitzy upper crust, but also secretaries clutching Burberry bags, junior executives sporting Rolex watches and university students flaunting Ferragamo shoes. Hong Kong boasts more Gucci and Hermes stores than New York or Paris. China's luxury market is growing with such momentum that it will be the world's biggest by 2014. In Tokyo, the epicenter of this "luxe-plosion," 94% of women in their 20s own a Louis Vuitton bag. Even India, the new kid on the luxury block, has three-month waiting lists for hot items.

Written by world-leading retail consultants in a highly accessible style, The Cult of the Luxury Brand draws on more than 150 interviews with industry experts, market studies in 10 countries, and the authors' vast 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 one's 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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Item Specifications...

Pages   314
Est. Packaging Dimensions:   Length: 1.5" Width: 6.5" Height: 9.5"
Weight:   1.3 lbs.
Binding  Hardcover
Release Date   Jan 9, 2007
Publisher   Nicholas Brealey Publishing
ISBN  1904838057  
ISBN13  9781904838050  

Availability  0 units.

More About Radha Chadha & Paul Husband

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Product Categories

1Books > Subjects > Business & Investing > General
2Books > Subjects > Business & Investing > Marketing & Sales > Consumerism
3Books > Subjects > Business & Investing > Marketing & Sales > Marketing > Product Management
4Books > Subjects > Nonfiction > Social Sciences > Anthropology > Cultural
5Books > Subjects > Nonfiction > Social Sciences > General
6Books > Subjects > Nonfiction > Social Sciences > Sociology > General

Reviews - What do customers think about The Cult of the Luxury Brand: Inside Asia's Love Affair With Luxury?

Join the Cult!  May 29, 2008
More than half of the business of global luxury brands now comes from Asia. This book uncovers the how and why. A must-read book for anyone who is working in the luxury industry or just wants to learn more about the luxexplosion that effects everyone in Asia. Well-researched and insightful, with many interesting anedotes of how the cult has taken off in established and emerging luxury markets.
Asia's love affair with deluxe brands  May 9, 2008
Asia has fallen madly, deeply, hopelessly in love, and the objects of its affection are Louis Vuitton bags, Ferragamo shoes and Burberry trench coats with their instantly recognizable plaid lining. What spurred this region-wide obsession with luxury brands? Radha Chadha and Paul Husband analyze this socio-cultural phenomenon in an in-depth study of the "luxeplosion" reverberating throughout Asia. New money is upsetting old ways, allowing people to purchase their way up the status ladder. The practice of "gifting" and a cultural emphasis on conformity contribute to the craze. Chadha and Husband identify how the luxury mania took hold, country by country, and then explain how the luxury industry started and sustained this cult. Savvy marketers can use this information to plan how to penetrate the Asian market. The prose is lively, engaging and witty, elevating this marketing manual into the fun-to-read category. getAbstract enthusiastically recommends it to those with a passion for fashion, a curiosity about the Asian shoppers' psyche or an interest in entering the high-end Asian market.
It's not about the product  Jan 2, 2008
This is a great book that allows you to learn much about the Asian Culture while you learn much about the different luxury brands and their marketing approach.

Good insight on Asian market  Jan 2, 2008
If you are thinking about investing a business in Asia, this is one of the books you must read. You'll learn a lot about what Asian people in different countries think and behave and reasons behind all their behaviors. One drawback is that the auther didn't go deeper in Southeast Asian markets. I would love to know more about SE Asia since they are totally unique markets. People assume that they are just like China, but they are not.
The Cult of the Luxury Brand: Inside Asia's Love Affair With Luxury  Sep 12, 2007
A very realistic view of the cult branding in Asia. I live in Tokyo and have followed the High Fashion industry in Japan, H.K. and China for over 10 years. Recently in Tokyo the trend is to have the brands, but not the very bright logos. Some are even buying high quality Japanese brands. What is unclear is the social impact this cult following is creating in Asia. Selfishness, corruption, illegal activities, greed, etc.
I have meet many girls who say "I must have it!" All day and all night all they talk about is the bag or the brand. Nothing else is important.

Another recent marketing scheme in Tokyo is called gentei- limited edition. Collaboration with a famous designer but only in limited quantities. The result is more talk, more buzz, and higher prices.

The authors talks about Asian luxury brands starting to evolve in Asia, maybe so, India, Shanghai, and Tokyo, Osaka host many fashion shows revealing some of the local talents. Quality, fabric, and style are very good.

Branding is what is perceived by the consumer. Or what we are lead to believe.

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