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The Luxury Strategy, 2nd Edition by Vincent Bastien, Jean-Noël Kapferer

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05

Customer attitudes vis-à-vis luxury

Who are today’s luxury clients? What characterizes them, at either the socio-professional or sociocultural level? How many types of relationship to luxury are there? What explains the incredible appeal of luxury among consumers from emerging countries? Do luxury markets in China, India and Russia differ? If they do, how? Is Japan the forerunner of tomorrow’s luxury?

The luxury strategy versus the luxury market and luxury customer

Before answering those important questions concerning the luxury customers, a clarification is indispensable. As seen in Chapter 2 (in the section ‘Towards a definition of luxury’), there are many possible definitions of luxury. This book is about the luxury strategy, which is ...

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