| Description |
1 online resource |
| Contents |
Part I -- Doing Away with Some Received Ideas -- French Luxury : An Ego as Big as the Ritz -- A Neglected History -- On the Art of Denying One's Mother -- Going Back Still Further -- The Origin of European Luxury : Court Society -- And on the Paternal Side? -- Luxury's Quest for Meaning -- False Ancestors -- The Limping Devil -- Luxury is Always a Swerve -- The three 'Swerves' of Luxury -- Part II -- International Luxury : The Clash of Cultures -- The Pyramid -- The Galaxy -- Two Models, Two Societies -- The Classical and the Baroque -- A Work in Progress -- When the Erosion of the Industrial Model Reaches Luxury Brands -- Invisible Luxury -- New Brands on the Horizon? -- Part III -- How Luxury Brands Work -- Defining Luxury : Insufficient Criteria -- One Luxury, or Three Luxuries? -- A Brand is an Impression -- The Fingerprint Method -- The Physical Pole -- The Temporal Pole -- The Spatial Pole -- The Norms Pole -- The Positions Pole -- The Projects Pole -- The Relations Pole -- What does the Future Hold? -- The Slider Console -- Ralph Lauren : a Luxury Brand? -- The Summaries of Summaries -- The Brand Ladder of Values -- Descending and Rising -- Marketing and Luxury : the Big Misunderstanding -- A Paradoxical Form of Marketing -- Down with Luxury Marketing? -- Conclusion |
| Summary |
Luxury brands like the world to think they are above mass marketing; that they can rely only on prestige, status and inherent quality to gain and retain their customers' loyalty. The truth couldn't be more different. In this cutting-edge and revealing book, Sicard redefines the concept of luxury for the first time, challenging the traditional and outdated beliefs that are manifested across society at large; instead taking a historical approach to understanding what luxury really is. Based on her own research, Sicard then presents a brand new model for creating luxury campaigns, termed 'Swerve Theory', which outlines the methods that brands can use to convince customers that they are a cut above the mainstream |
| Bibliography |
Includes bibliographical references and index |
| Notes |
English |
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Publisher supplied information; title not viewed |
| Subject |
Luxuries -- Social aspects
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Luxuries -- Trademarks
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Luxuries -- Marketing
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POLITICAL SCIENCE -- Public Policy -- Cultural Policy.
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SOCIAL SCIENCE -- Anthropology -- Cultural.
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SOCIAL SCIENCE -- Popular Culture.
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Luxuries
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Luxuries -- Marketing
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Luxuries -- Social aspects
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| Genre/Form |
Trademark lists
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| Form |
Electronic book
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| ISBN |
9781137264695 |
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1137264691 |
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