Designing Luxury Brands : The Art and Science of Creating Game-Changers

• Autore: Derval Diana
• Pubblicazione: Cham : , : Springer International Publishing AG, , 2024; ©2024
• Edizione: 2nd ed.
• Descrizione fisica: 1 online resource (255 pages)
• Nota di contenuto: Intro -- Foreword -- Preface -- About the Author -- About DervalResearch -- Acknowledgments -- Contents -- List of Figures -- List of Tables -- 1: Understanding Luxury Shoppers, UHNWIs, and the Science of Mind Reading -- 1.1 Introduction -- 1.2 Who Are the Luxury Shoppers? The Golden iPhone Case -- 1.2.1 Meet the Tuhao -- 1.2.2 The Rise of Chinese Millionaires -- 1.2.3 Gold and Other Preferences -- 1.3 The KaDeWe Group: Local Luxury Stores with an International Appeal -- 1.3.1 A Shopping Landmark -- 1.3.2 Nailing New Luxury Shoppers' Expectations -- 1.3.3 Pushing the Frontiers of Luxury Retail -- 1.4 Hormones, Male-to-Male Competition, and Luxury -- 1.4.1 Testosterone and Ornaments -- 1.4.2 Dress to Impress -- 1.4.3 Sex Ratio and Rivalry -- 1.5 Luxury Watches and Other Complications: The Jaeger-LeCoultre Case -- 1.6 The Science of Mind Reading -- 1.7 Takeaways -- References -- 2: Profiling Luxury Shoppers, Emerging Markets, and the Sense of Vibration -- 2.1 Introduction -- 2.2 Profiling Luxury Shoppers: The BMW Case -- 2.2.1 The BMW Brand Experience -- 2.2.2 The Augmented Persona Framework -- 2.3 A Signature Sound: The Harley-Davidson Case in India -- 2.4 The Sense of Vibration -- 2.4.1 Sound Is a Vibration -- 2.4.2 Touch Is a Vibration -- 2.4.3 Vibrator Profiles -- 2.5 A Silent Success: Tesla Motors and Cybertruck -- 2.6 Brand Naming: The Ermenegildo Zegna Case -- 2.7 Takeaways -- References -- 3: Identifying Profitable Markets, eVTOLs, and the Physiology of Luxury -- 3.1 Introduction -- 3.2 What Do Luxury Shoppers Want? The Superyacht Case -- 3.2.1 Welcome On-board -- 3.2.2 UHNWIs and Yachting -- 3.2.3 Meet the Sheikh -- 3.3 A Sustainable Way of Moving with Lilium -- 3.3.1 A Game-Changing Architecture and Design -- 3.3.2 When Time Is Luxury -- 3.3.3 A Technological Wonder Tailored for Pioneers. ; 3.4 The Need for Luxury Is Physiological -- 3.4.1 Testosterone, Dopamine, and Status-Seeking -- 3.4.2 Status-Seeking and Geographical Area -- 3.4.3 Luxury Shoppers' Drivers -- 3.4.4 The Neuroscience of Yachting -- 3.5 ŌURA Handy Health Companion -- 3.6 The Age of Self-Healing -- 3.7 Takeaways -- References -- 4: Turning Features into Benefits, Luxury Lifestyle, and the Sense of Motion -- 4.1 Introduction -- 4.2 Turning Luxury Features into Customers' Benefits: The Dyson Case -- 4.2.1 From Air to Hair -- 4.2.2 Solving Problems -- 4.2.3 The Benefits Framework -- 4.3 Stella McCartney: A Designer with an Opinion -- 4.4 The Sense of Motion -- 4.4.1 Luxury Is All About Motion -- 4.4.2 Motion Receptors and Internal Mechanics -- 4.4.3 Neuromuscular Control and Superpowers -- 4.4.4 Motion Profiles -- 4.4.5 Free-Riding and White Powder -- 4.5 Luxury Athletic Wear with Moncler -- 4.6 Ganbei 干杯 with Moutai -- 4.7 Takeaways -- References -- 5: Creating Game-Changers, Sustainable Luxury, and Beauty OCD -- 5.1 Introduction -- 5.2 How to Design "Must-Have" Luxury Items? The Designer Bag Case -- 5.2.1 The Fashion Accessories Frenzy -- 5.2.2 From Bags to Pockets -- 5.2.3 Which Bag "Bitch" Are you? -- 5.3 The Virtuous Cycle of Fashion with MUD Jeans -- 5.3.1 Fashion with Impact -- 5.3.2 MUD Jeans x Van Gogh Museum® -- 5.3.3 Sustainably Classic -- 5.4 The Physiology of Female-to-Female Competition -- 5.4.1 Relational Aggression -- 5.4.2 Becoming the Alpha Female -- 5.4.3 Ornaments, Ranking, and Luxury -- 5.5 JACQUEMUS: The Game-Changers Creator -- 5.5.1 Sensing Trends -- 5.5.2 Creating Game-Changers -- 5.6 The Art of Changing Appearance -- 5.7 Takeaways -- References -- 6: Spotting the Right Positioning, Luxury Gifting, and the Sense of Colors -- 6.1 Introduction -- 6.2 Spotting the Right Positioning: The Nespresso Case. ; 6.2.1 Finding the Right Position -- 6.2.2 Gifting Positioning Map -- 6.2.3 An Iterative Process -- 6.3 Identifying the Real Competitors: The Porsche Case -- 6.4 The Sense of Colors -- 6.4.1 Luxury Is All Black-and-White (with a Pop of Color) -- 6.4.2 Color Profiles: The Derval Color Test® -- 6.4.3 Cones, Rods, and Melanopsin Receptors -- 6.4.4 Countries, Vision, and Color -- 6.5 When Street Meets Luxury: The Y-3 Case -- 6.6 Appealing to Luxury Shoppers' Senses: Eyewear in the Middle-East -- 6.7 Takeaways -- References -- 7: Designing Luxury Brands, Hard Luxury, and the Epigenetics of Success -- 7.1 Introduction -- 7.2 How to Select a Winning Assortment? The Diamond Case -- 7.2.1 The VIP Room -- 7.2.2 Diamonds' 4Cs -- 7.2.3 An Assortment Challenge -- 7.3 FENG J Jewelry and the Era of Hard Luxury -- 7.3.1 The Monet of Haute Joaillerie -- 7.3.2 From Auctions to Museums -- 7.3.3 Innovation and Floating Sets -- 7.4 The Laws of Attraction and Mate Selection -- 7.4.1 Mate Copying -- 7.4.2 Mr. Big or Mr. Right? -- 7.4.3 Healthy, Wealthy, and Shiny -- 7.5 Designing Luxury Brands: The Swarovski Case -- 7.6 The Epigenetics of Success -- 7.7 Takeaways -- References -- 8: Creating a Unique Style, Affordable Luxury, and the Magnetic Sense -- 8.1 Introduction -- 8.2 Designing a Unique and Recognizable Brand: The Michael Kors Signature -- 8.2.1 Jet Set Brand Codes -- 8.2.2 Affordable Luxury Versus Secondhand Luxury -- 8.2.3 An Affordable Luxury Consortium -- 8.3 Visible Luxury: Louboutin and the "Chinese Red" -- 8.4 The Magnetic Sense -- 8.4.1 Another Dimension of Light -- 8.4.2 Turning Water into Gold: The Haidinger's Brush and the Dress -- 8.4.3 Polarotactic Profiles -- 8.4.4 Photoreceptors Direction and Polarotacticity -- 8.5 A Tiffany Blue Sky -- 8.6 L'Oréal Blond -- 8.7 Takeaways -- References. ; 9: Expanding Luxury Brands Internationally, Space Travel, and the Power of Defying the Elements -- 9.1 Introduction -- 9.2 How to Reach Luxury Shoppers? The Cosmetics Case -- 9.2.1 Travel Retail -- 9.2.2 Luxury and Gifting -- 9.2.3 Absurd Decisions -- 9.3 Baccarat: The Alchemy of Joy -- 9.3.1 Manufacture and Designs -- 9.3.2 The Art of Giving -- 9.3.3 Baccarat Golden Red -- 9.3.4 "Cristal Rooms" and the Baccarat Experience -- 9.4 Hormonal Quotient®, Territory, and Luxury -- 9.4.1 Gender Polymorphisms and Sub-genders -- 9.4.2 Expanding One's Territory -- 9.4.3 Affiliation, Family, and Luxury -- 9.5 Luxury Travel and Human Performance in Space with NASA -- 9.5.1 Space Psychophysics: From Weightlessness to Brightness -- 9.5.2 Mars, Lunar Analogs, and Spacesuits -- 9.5.3 Luxury, Space, and Privacy -- 9.6 The Power of Defying the Elements -- 9.7 Takeaways -- References -- 10: Reaching Luxury Shoppers, Travel Retail, and the Sense of Time -- 10.1 Introduction -- 10.2 Reaching Luxury Shoppers with Wait Marketing: The Jaguar Case -- 10.2.1 Kaïros: Communicating at the Right Moment -- 10.2.2 The Wait Marketing 6Ms -- 10.3 From Milan to Bollywood: The Roberto Cavalli Case -- 10.4 The Sense of Time -- 10.4.1 Ultradian, Circadian, and Infradian Rhythms -- 10.4.2 Time and Place Neurons -- 10.4.3 Time Modifiers -- 10.4.4 Brain Profiles: The Bear, the Monkey, and the Banana -- 10.4.5 Typology of Innovation Projects by Brain Profile -- 10.5 Rémy Cointreau: Cultivating a Portfolio of Exceptional Spirits -- 10.5.1 Planned Versus Impulsive Travel Shopping -- 10.5.2 A Global Brand with a Local Taste -- 10.5.3 A Drop of Innovation in Travel Retail -- 10.5.4 Toward a Personalized Travel Experience -- 10.6 Embedded Luxury: DS x ChatGPT -- 10.7 Takeaways -- References. ; 11: Building Iconic Luxury Brands, GenAI, and the Gift of Foresight -- 11.1 Introduction -- 11.2 How to Build an Iconic Brand? The Maison de Couture Case -- 11.2.1 Reinventing the Brand -- 11.2.2 Launching a New Classic -- 11.2.3 From Billboards to Instagram -- 11.3 How Gucci Became an Iconic Brand? -- 11.4 The Biochemistry of Imitating Successful Individuals -- 11.4.1 Following Celebrities -- 11.4.2 The "Chameleon Effect" -- 11.4.3 The Habits of Successful People -- 11.5 Celebrity Fragrances: The Taylor Swift Versus Beyoncé -- 11.6 The Gift of Foresight -- 11.6.1 Observations and Predictions -- 11.6.2 Ancient and Future Luxury -- 11.7 Takeaways -- References -- 12: Finding the Right Influencers, KOLs, and the Sense of Smell -- 12.1 Introduction -- 12.2 Finding the Right Influencers: The Montblanc Case -- 12.2.1 Celebrity Endorsement and KOLs -- 12.2.2 The Influencers' Map Framework -- 12.2.3 A Congruent Ambassador -- 12.2.4 Prescribers, Influencers, and Collabs -- 12.3 Turning Trends into Classics: Fashion Afternoon Tea at Raffles Dubai -- 12.4 The Sense of Smell -- 12.4.1 The Chemosensory Receptors -- 12.4.2 The Derval Pyramid of Scents -- 12.4.3 Inhaler Profiles -- 12.5 A Classic Scent: The Chanel N°5 Case -- 12.6 Involving Celebrities: Bienvenue Chez Maxim's de Paris -- 12.7 Takeaways -- References -- Conclusion -- Books and Courses by the Same Author -- Index.
• Titolo autorizzato: Designing Luxury Brands
• ISBN: 9783031540936; 9783031540929
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910869184303321
• Lo trovi qui: Univ. Federico II
• Serie: Management for Professionals Series