Luxury Brand Management in Digital and Sustainable Times. Michel Chevalier

Digital Times Communication Specificities of Digital Communication Not Forgetting “Traditional Communication” Conclusion Notes

      15  Chapter 10: Managing a Global Brand International Distribution Systems Dealing with Online Operators Licensing Activities The Special Case of Duty-Free Operations The Parallel Market: Reasons and Consequences

      16  Chapter 11: Retail Management Why Is Retailing So Important Today? The Present Retail Situation for Luxury Brands Basic Retail Management Concepts Store Location Budget, Planning, and Control Staffing, Training, and Evaluation The Store as a Communication Tool The Challenge of the Seamless Online, Offline Process The Future of Luxury Retailing Notes

      17  Chapter 12: Sustainability and Authenticity Sustainability Brand Authenticities Overall Conclusion Notes

      18  Appendix A: Applying Brand Identity Analytical Tools Sasin Brand Ethics Sasin Brand Aesthetics Note

      19  Appendix B: Glossary of Digital-Related Terms App CC Cookie Engagement rate Facebook Ads GAFAM Google Ads HTML http https Influencer Internet Lead Meme MMS Pagerank SEO SMS The Web Troll URL Webinar Wiki Note

      20  Index

      21  End User License Agreement

      List of Tables

      1 Chapter 2Table 2.1 Fashion Cycle for a Fall–Winter CollectionTable 2.2 The Paradox of Luxury-Goods MarketingTable 2.3 Bain's Estimates of Business Size, 2018 (€ billion)Table 2.4 Our Estimates of Basic Luxury Products Business Sales, 2019 (€ bill...Table 2.5 Estimates of the Respective Contributions of French and Italian Com...Table 2.6 Major Luxury Operators, 2019 (or 2018/2019) (€ million)Table 2.7 LVMH: Sales and Results, 2009 and 2019Table 2.8 Scorecard of LVMH Results (€ million)Table 2.9 LVMH Geographical Split, 2019Table 2.10 Kering Historical Sales and Results (€ million)Table 2.11 Richemont Historical Sales and Profit (€ million)Table 2.12 Richemont Performance by Product Lines, 2005–2019 (€ million)

      2 Chapter 3ATable 3.1 The Fashion Mega-Brands (Sales above €1 billion)Table 3.2 Second-Tier Fashion Brands (Sales of €100–1 billion)Table 3.3 Cost of Making a Woman's Suit in France (€)Table 3.4 Examples of Niche Collections for Major Perfume housesa