Luxury brands in emerging markets

✍ Scribed by Atwal, Glyn(Editor);Bryson, Douglas(Editor)

• Publisher: Palgrave Macmillan
• Year: 2014
• Tongue: English
• Leaves: 233
• Category: Library

✦ Synopsis

This book is an invaluable repository of knowledge that brings clarity to key issues and trends for practitioners, academics and students of luxury brands. It sets out to decode the luxury markets in the primary emerging markets (BRICs) and provide a rich resume of the key factors that influence the effectiveness of luxury brand strategies.

✦ Table of Contents

Cover......Page 1
Contents......Page 6
List of Illustrations......Page 8
Foreword......Page 10
Acknowledgements......Page 12
Notes on Contributors......Page 13
Introduction......Page 20
Part I: Brazil......Page 24
1 Understanding the Brazilian Luxury Consumer......Page 26
2 Novel Luxury: Made in Brazil......Page 36
3 The Cultural Construction of Brazilian Bodies and Status......Page 45
Part II: Russia......Page 66
4 How History, Culture, and Demography Drive Luxury Consumption in Russia......Page 68
5 Distribution Options and Consumer Profiles in the Russian Luxury Market......Page 82
6 The Idiosyncrasies of Luxury Consumption in Russia......Page 89
Part III: India......Page 102
7 The Luxury Landscape in India: Consequences for the Wine Sector......Page 104
8 From Local Taste to Luxury Experience: Insights into Culinary Distinction......Page 115
9 The Rise of the Indian Female Luxury Consumer......Page 124
Part IV: China......Page 136
10 Drivers of China’s Desire for Luxury and Consequences for Luxury Brands......Page 138
11 The Evolution of Luxury Consumption in China......Page 149
12 Connecting with the Chinese Consumer......Page 154
13 Luxury in China: The End of Bling......Page 167
14 Luxury Brands and Deriving Fashion Meanings in a Media Context in Hong Kong......Page 174
15 China: Incubator of Luxury’s New Business Models......Page 184
Part V: New Frontier Markets......Page 194
16 Towards a Definition of Authentic African Luxury: Luxe Ubuntu......Page 196
17 Afro Luxe: The Meaning of Luxury in South Africa......Page 206
18 Going beyond Misconceptions: Avoiding Pitfalls on the Route to Sustainable Growth......Page 220
Index......Page 230