Designing luxury brands : the science of pleasing customers' senses

목차 (Table of Contents)

• CONTENTS
• 1 Understanding Luxury Shoppers = 1
• 1.1 Introduction = 1
• 1.2 Who Are the Luxury Shoppers? The Golden iPhone Case = 2
• 1.2.1 Meet the Tuhao = 2
• 1.2.2 The Rise of Chinese Millionaires = 2
• 1.2.3 Gold and Other Preferences = 4
• 1.3 Hormones, Male-to-Male Competition, and Luxury = 5
• 1.3.1 Testosterone and Ornaments = 5
• 1.3.2 Dress to Impress = 6
• 1.3.3 Sex Ratio and Rivalry = 6
• 1.4 Luxury Is a Vibrating Industry = 7
• 1.4.1 The Sense of Vibration = 7
• 1.4.2 A Signature Sound : The Harley Davidson Case in India = 11
• 1.4.3 Luxury Watches and Other Complications : The Jaeger-Lecoultre Case = 12
• 1.4.4 A Silent Success : Tesla Motors = 15
• 1.4.5 Brand Naming : The Ermenegildo Zegna Case = 15
• 1.4.6 Vibrator Profiles : Business Applications = 16
• 1.5 Profiling Luxury Shoppers = 17
• 1.5.1 Profitable Customers : The American Express Case = 17
• 1.5.2 A Seamless Service : The Blacksocks Case = 18
• 1.5.3 The Personas Framework : The BMW Case = 20
• 1.6 Take-Aways = 24
• References = 25
• 2 Identifying Profitable Markets = 27
• 2.1 Introduction = 27
• 2.2 What Do Luxury Shoppers Want? The Superyacht Case = 28
• 2.2.1 Welcome On-board = 28
• 2.2.2 UHNWIs and Yachting = 29
• 2.2.3 Meet the Sheikh = 29
• 2.3 Neurosciences, Status-Seeking, and Luxury Markets = 30
• 2.3.1 The Need for Luxury Is Physiological = 30
• 2.3.2 Status-Seeking and Geographical Area = 31
• 2.3.3 Luxury Shoppers' Drivers = 32
• 2.4 Luxury Is All About Motion = 35
• 2.4.1 The Sense of Motion = 35
• 2.4.2 Free-Riding and White Powder = 40
• 2.4.3 The Rise of Moncler = 41
• 2.4.4 Ganbei 干杯 with Moutai = 43
• 2.4.5 Motion Profiles : Business Applications = 44
• 2.5 Turning Luxury Features into Customers' Benefits = 44
• 2.5.1 Stella McCartney : A Designer with an Opinion = 44
• 2.5.2 The Benefits Framework : Dyson and the Contrarotator Enigma = 45
• 2.6 Take-Aways = 48
• References = 49
• 3 Finding the Right Positioning = 51
• 3.1 Introduction = 51
• 3.2 How to Design "Must-Have" Luxury Items? The Designer Bag Case = 52
• 3.2.1 The Fashion Accessories Frenzy = 52
• 3.2.2 From Bags to Pockets = 52
• 3.2.3 Which Bag Bitch Are You? = 53
• 3.3 The Physiology of Female-to-Female Competition = 54
• 3.3.1 Relational Aggression = 54
• 3.3.2 Becoming the Alpha Female = 54
• 3.3.3 Ornaments, Ranking, and Luxury = 55
• 3.4 Luxury Is All Black-and-White (with a Pop of Color) = 56
• 3.4.1 The Sense of Colors = 56
• 3.4.2 When Street Meets Luxury : The Y-3 Case = 62
• 3.4.3 Bold Colors and Affordable Luxury : The Kate Spade Case = 63
• 3.4.4 Blending in or Standing Out? The Color Lenses Case = 65
• 3.4.5 Color Profiles : Business Applications = 66
• 3.5 Spotting the Right Positioning = 66
• 3.5.1 Identifying the Real Competitors : The Porsche Case = 66
• 3.5.2 Luxury Re-positioning : The Grand Optics Case in Dubai = 70
• 3.6 Take-Aways = 74
• References = 75
• 4 Designing Luxury Brands = 77
• 4.1 Introduction = 77
• 4.2 How to Select a Winning Assortment? The Diamond Case = 78
• 4.2.1 The VIP Room = 78
• 4.2.2 Diamonds' 4Cs = 78
• 4.2.3 An Assortment Challenge = 79
• 4.3 The Laws of Attraction and Mate Selection = 79
• 4.3.1 Mate Copying = 79
• 4.3.2 Mr. Big or Mr. Right? = 80
• 4.3.3 Healthy, Wealthy, and Shiny = 80
• 4.4 Luxury Is Polarizing = 82
• 4.4.1 The Magnetic Sense = 82
• 4.4.2 L'Oréal Blond = 91
• 4.4.3 A Tiffany Blue Sky = 93
• 4.4.4 Silver Ever : The Christofle Case = 93
• 4.4.5 Polarotactic Profiles : Business Applications = 95
• 4.5 Designing a Unique and Recognizable Brand = 95
• 4.5.1 Visible Luxury : Louboutin and the "Chinese Red" = 95
• 4.5.2 The Brand Codes Framework : The Sofitel Experience = 96
• 4.5.3 A Sparkle for Every Smile : The Swarovski Case = 99
• 4.6 Take-Aways = 101
• References = 101
• 5 Expanding Luxury Brands Internationally = 105
• 5.1 Introduction = 105
• 5.2 How to Reach Luxury Shoppers? The Cosmetics Case = 106
• 5.2.1 Travel Retail = 106
• 5.2.2 Luxury and Gifting = 106
• 5.2.3 Absurd Decisions = 107
• 5.3 Gender Polymorphism, Territory, and Luxury = 107
• 5.3.1 Sub-genders and Hormonal Quotient® = 107
• 5.3.2 Expanding One's Territory = 110
• 5.3.3 Affiliation, Family, and Luxury = 110
• 5.4 Luxury Is Timeless = 111
• 5.4.1 The Sense of Time = 111
• 5.4.2 Dining with Michelin Stars : The 10 Corso Como Case = 117
• 5.4.3 Fashion Week : Derval Paris Haute-Couture Hats = 119
• 5.4.4 Selling Cars Like Luxury Shoes : The DS Case = 121
• 5.4.5 Importance of Being Global : The Charles Philip Case = 123
• 5.4.6 Memory Profiles : Business Applications = 125
• 5.5 Reaching Luxury Shoppers with Wait Marketing = 125
• 5.5.1 From Milan to Bollywood : The Roberto Cavalli Case = 127
• 5.5.2 The Wait Marketing 6Ms : The Jaguar Case = 130
• 5.5.3 Catch Me If You Can : The Shanghai Tang Case = 132
• 5.6 Take-Aways = 134
• References = 134
• 6 Building Iconic Brands = 137
• 6.1 Introduction = 137
• 6.2 How to Build an Iconic Brand? The Maison de Couture Case = 138
• 6.2.1 Reinventing the Brand = 138
• 6.2.2 Launching a New Classic = 138
• 6.2.3 From Billboards to Instagram = 139
• 6.3 The Biochemistry of Imitating Successful Individuals = 140
• 6.3.1 Following Celebrities = 140
• 6.3.2 The "Chameleon Effect" = 140
• 6.3.3 The Habits of Successful People = 141
• 6.4 Luxury Has a Smell = 141
• 6.4.1 The Sense of Smell = 141
• 6.4.2 A Classic Scent : The Chanel N°5 Case = 145
• 6.4.3 Celebrity Fragrances : The Taylor Swift Case = 146
• 6.4.4 Involving Celebrities : Bienvenue chez Maxim's de Paris = 147
• 6.4.5 Inhaler Profiles : Business Applications = 148
• 6.5 Finding the Right Brand Ambassadors = 149
• 6.5.1 Celebrity Endorsement : The Visit Dubai Case = 149
• 6.5.2 The Influencers' Map Framework : The Montblanc Case = 150
• 6.5.3 Being an Opinion Leader : The PAN's Case = 152
• 6.5.4 Turning Trends into Classics : Fashion Afternoon-Tea at Raffles Dubai = 154
• 6.6 Take-Aways = 156
• References = 157
• Conclusion = 159
• About Prof. Diana Derval = 161
• Books by the Same Author = 163
• About Derval Research = 165
• Index = 167