The Luxury Strategy

Break the Rules of Marketing to Build Luxury Brands

Jean-Noël Kapferer, Vincent Bastien

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Hardback

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English

Kogan Page Ltd
26 September 2025

Business strategy; Sales & marketing management; Advertising

Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies.

Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down.

Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level.

This updated and revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands.

Now updated with coverage of the luxification of society, the impact of artificial intelligence on the sector as well as other technologies such as the metaverse, the idea of exemplar luxury, and the relevance of luxury brands outside of the luxury market, this book has truly cemented its position as the authority on luxury strategy.

By: Jean-Noël Kapferer, Vincent Bastien
Imprint: Kogan Page Ltd
Country of Publication: United Kingdom
Edition: 3rd Revised edition
Dimensions: Height: 234mm, Width: 156mm, Spine: 34mm
Weight: 872g
ISBN: 9781398624269
ISBN 10: 1398624268
Pages: 472
Publication Date: 26 September 2025
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Hardback
Publisher's Status: Unspecified

Jean-Noël Kapferer is an internationally recognized thought leader on brands and brand management. An Emeritus professor at HEC Paris, he has been a consultant to many European, Asian and American corporations. He is the author of international bestseller New Strategic Brand Management, and Kapferer on Luxury (published by Kogan Page). Vincent Bastien was formerly MD of Louis Vuitton Malletier and CEO of Yves Saint Laurent Parfums. He has held senior posts at some of the world's most prestigious luxury brands and was previously Affiliate Professor at HEC Paris, teaching Strategy in Luxury.

Reviews for The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands

""While Bain's annual luxury study offers the most authoritative view of the sector's evolving dynamics and long-term trajectory, The Luxury Strategy remains the essential playbook for building enduring brands within that landscape. These two tools complement one another: where Bain maps the terrain, Kapferer and Bastien provide the compass. This new edition stays true to the timeless principles - the anti-laws of marketing, the sociological roots of luxury, and the strategic distinction between luxury, fashion and premium - that have made the book a modern classic, while thoughtfully integrating the profound shifts shaping luxury today - from digitalization to sustainability and the rise of new cultural powers."" * Joëlle de Montgolfier, Executive Vice President - Global Retail & Luxury Practices. Bain & Company * ""Like the iconic brands it examines, The Luxury Strategy became an instant classic upon its release. This third edition reaffirms its position as essential reading for anyone pursuing a career in the captivating world of luxury, or for those seeking an insightful glimpse behind the scenes. From its roots in craftsmanship and vision to its flawless execution, luxury represents a rewarding journey. Regardless of a House's size, its history is never a guaranteed path of ease. This book highlights the mandatory principles that ensure robust and sustainable growth, as well as a successful transmission to future generations of both managers and discerning clients."" * Olivier Krug, KRUG Champagne Maison Director *