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Inside Luxury

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The growth and future of the luxury goods industry: a view from the top

Despite  the  recent  economic  crisis  experienced  globally,  the  luxury industry  has  continued  to  grow  through  a   combination  of  marketing, repositioning  and  targeting  new/emerging  markets.  This  book,  written by an  experienced   practitioner  in  the  sector,  examines  how  luxury  has grown  and  what  the  future  lies  for  it.
The  results  of  a recent  study  shows  that  brands  classed  as  luxury  enjoy greater  resistance  in  stagnant  markets  and  are actually  growing  in emerging  markets  (such  as  China  and  India).  This  book  examines  the distinguishing  features  of  a luxury  brand  and  the  positioning  strategies of  leading  companies.  It  looks  at  the  implications  of  environmental issues and  how  luxury  companies  are  cleverly  incorporating  that  into  their  brands.  The  book  provides  important  management and  marketing  lessons  for  companies  from  all  sectors.

Book Details

  • Publisher: LID Publishing
  • ISBN: 978-1-907794-48-3
  • FORMAT: 216 x 135mm
  • Bookbinding: Paperback w/flaps
  • Number of pages: 352



Maria Eugenia GirónMaría Eugenia Girón María Eugenia Girón holds an engineering degree and is a Harvard MBA. She currently lectures at the Instituto de Empresa, ISEM and ESADE Business Schools in Spain, and speaks frequently at a wide range of events. Her professional career has been dedicated to the luxury industry – of particular interest is her work in Loewe where she developed a strategic plan to strengthen the brand; and in Carrera y Carrera, a Spanish company which she directed after heading up an acquisition process and which she later sold to the Lladró group. She currently manages the investment fund MEGAMCAPITAL and advises companies on branding and brand strategy. María Eugenia is actively involved in the environmental cause as a member of the Board of Trustees of Oceana.

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