Profiling Luxury Shoppers, Emerging Markets, and the Sense of Vibration

Diana Derval
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Diana Derval: DervalResearch

Chapter 2 in Designing Luxury Brands, 2024, pp 19-34 from Springer

Abstract: Abstract In this chapter, we find out, through the Tesla Cybertruck and the Zegna cases, that luxury is a vibrating industry. We also discuss how to profile luxury shoppers using an augmented Persona framework and analyze the success stories of BMW and Harley-Davidson in emerging markets.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-031-54093-6_2

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DOI: 10.1007/978-3-031-54093-6_2

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