Expanding Luxury Brands Internationally

Diana Derval
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Diana Derval: DervalResearch

Chapter 5 in Designing Luxury Brands, 2018, pp 105-136 from Springer

Abstract: Abstract In this chapter, we study the importance of expanding a luxury brand internationally, and introduce the sense of time, looking at DS, Roberto Cavalli, and Shanghai Tang success stories, and grasp the importance of territory in luxury. We use the Wait Marketing 6Ms to engage luxury shoppers at the right moment, at the right place.

Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-71557-5_5

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DOI: 10.1007/978-3-319-71557-5_5

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