The Cult of the Luxury Brand

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拉哈•查哈(Radha Chadha),亞洲最知名的營銷與消費者研究專傢之一,曾與智威湯遜、奧美等頂尖廣告公司閤作,2000年,她在香港創立瞭自己的顧問公司(www.chadha-strategy.com)。

在從事廣告業期間,她作為資深策劃人員,為上海匯豐銀行、美國運通、英國航空、葛蘭素史剋、文華東方酒店等高端客戶提供顧問服務。

多年來,拉哈•查哈工作的足跡遍布中國大陸、印度、日本、韓國、中國香港地區、中國颱灣地區、新加坡等亞洲國傢與地區。拉哈也為北京清華大學與奧美廣告共同閤作創辦的“清華奧美品牌計劃”擔任講師。

保羅•赫斯本(Paul Husband)的職業生涯開始於香港的太古廣場,太古廣場是亞洲最成功、最賺錢的零售中心。

在零售中心的規劃及發展等方麵,人們公認保羅是一位富有遠見的專業人士,他在投資商和品牌之間建立瞭有效的溝通機製,並不斷提升著零售業的行業標準。作為備受信賴和有著深刻見解的專業人士,他在行業中的地位堪稱獨一無二,除瞭豐富的行業經驗,他對世界零售業發展趨勢的看法也頗具前瞻性。保羅•赫斯特還擔任瞭國際購物商場協會的講師。另外,他每年會針對中國奢侈品零售業的發展狀況齣版年報。

出版者:Nicholas Brealey Publishing
作者:Radha Chadha
出品人:
頁數:320
译者:
出版時間:2007-1-9
價格:USD 39.95
裝幀:Hardcover
isbn號碼:9781904838050
叢書系列:
圖書標籤:
  • luxury 
  • Marketing 
  • 社會學 
  • 營銷 
  • 時尚 
  • 奢侈品牌管理 
  • fashion 
  • 商科 
  •  
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"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 epicenter of the cult, 94 per cent of women in their 20s own a Louis Vuitton bag. The cult of the luxury brand is so powerful that Asian consumers account for as much as half of the $80 billion global luxe industry. Radha Chadha and Paul Husband explain 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 such as Japan and Hong Kong, while predicting the future course for emerging markets such as China and India. They also examine the phenomenon of "geniune fakes", impossible to tell from the real thing but detracting from its sales. Written by world-leading experts in a highly accessible style, the book draws on over 150 interviews with industry experts, market studies in 10 countries, and the authors' 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. Whether you are a business professional targeting the Asian consumer, a marketer interested in trend spotting, or a shopper fascinated by luxury brands, this book opens the door to success.

具體描述

讀後感

評分

晚上在沙发上,开着电视背后垫着枕头以最舒服的姿势看完,我觉得写得很有意思。大牌的确做到了名牌拜物教······这真让人敬佩·····  

評分

“当他把别人诱入歧路时,我想最终他自己势必也误入歧途。” ——齐克果 “你诱骗了一颗心,以至你成了我的一切,而我则因为沦为你的奴隶而欣喜若狂。我是你的, 你的,你的,你的永恒的诅咒!”这是克蒂丽亚写给约翰尼斯的一封被退回的信件。此时的克蒂丽亚痛苦而迷惑。约翰...  

評分

《亚洲名牌圣教》 http://book.douban.com/subject/2201316/ 但新星这一版并非台版照搬,而是一个新译本。    另,为照顾部分读者,书后附了一个品牌对照表。        

評分

拉哈•查哈作为传说中亚洲最知名的营销与消费者研究专家之一,抓的消费者心里分析还是比较到位的,也按营销定位给消费者分了类。但总觉得这个书写的很浅既然是名牌至上,就该对这个现象背后挖掘下,要求太高了,反正看看就算了,呵呵,了解下也还可以。  

評分

消费者被一层层地剥析,被一个又一个的商业领域深入挖掘,有一天我们的灵魂会被挖空吗?那些,是我们需要的还是想要的?不需要的却会想要,不想要的变得需要。我们每一天都不由自主踏在商品社会的玻璃面上,低头看着清晰的、具有诱惑力的衣服、包包、鞋子、手表、化妆品、配...  

用戶評價

评分

I love google book search:http://books.google.com/books?id=4os0UbTuFngC&pg=PA2&dq=Luxury+Brand&ei=_2OnSuqDDJHSNYyw8JMK#v=onepage&q=&f=false! It democratizes the knowledge. Even people like me who can't afford the book have got a chance to read the insight

评分

對各個國傢略微不同的心理分析和所謂的奢侈品五個階段、“奢侈品爆炸傳播模式”難有新意。雖然素材廣泛,調研也相當準確(從韓國人喜歡的菲拉格慕鞋到日本旅遊團買一樣的包),但再嚮下就並不怎麼深刻——說到底還是有些居高臨下的“東印度公司”市場調研的感覺。兩個最需要迴答的問題並沒有被迴答:1 為什麼是亞洲?到底是因為亞洲人因為被殖民後盲目追求崇拜歐洲名牌,還是因為求同去異的大儒傢文化圈?如果僅僅是經濟起飛,那麼請比較亞洲和拉美、甚至是20世紀的北美、獨立的英聯邦國傢。2 對亞洲資金流行品牌的分析不足?我很好奇為什麼川久保玲一次都沒齣現過 (Junya Watanabe好像齣現過一次)?

评分

I love google book search:http://books.google.com/books?id=4os0UbTuFngC&pg=PA2&dq=Luxury+Brand&ei=_2OnSuqDDJHSNYyw8JMK#v=onepage&q=&f=false! It democratizes the knowledge. Even people like me who can't afford the book have got a chance to read the insight

评分

Soso. overview而已,還是案例陳舊的overview。

评分

I love google book search:http://books.google.com/books?id=4os0UbTuFngC&pg=PA2&dq=Luxury+Brand&ei=_2OnSuqDDJHSNYyw8JMK#v=onepage&q=&f=false! It democratizes the knowledge. Even people like me who can't afford the book have got a chance to read the insight

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