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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