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- Title
How luxury brands maintain their luster.
- Authors
Taplin, Ian Malcolm
- Abstract
Despite the challenges of meeting increased product demand while retaining an aura of exclusivity, the leading luxury goods manufacturers have proven adept at targeting ultra high‐net‐worth individuals around the world. Through carefully considered consolidation, global brands like LVMH, Kering, and Hermès have also embraced aggressive growth strategies and leveraged quality and heritage to deliver added value while improving their overall efficiency. Shifting from simple brand building to savvy multi‐brand campaigns, these firms continue to cultivate the enduring customer loyalty that is essential to their ongoing success.
- Subjects
HERMES International SA; LVMH Moet Hennessy Louis Vuitton SA; LUXURIES; CUSTOMER loyalty; BRANDING (Marketing)
- Publication
Global Business & Organizational Excellence, 2019, Vol 39, Issue 1, p6
- ISSN
1932-2054
- Publication type
Article
- DOI
10.1002/joe.21977