and Brands
Notes
14 Chapter 9: Communication in Digital Times Digital Times Communication Specificities of Digital Communication Not Forgetting “Traditional Communication” Conclusion Notes
15 Chapter 10: Managing a Global Brand International Distribution Systems Dealing with Online Operators Licensing Activities The Special Case of Duty-Free Operations The Parallel Market: Reasons and Consequences
16 Chapter 11: Retail Management Why Is Retailing So Important Today? The Present Retail Situation for Luxury Brands Basic Retail Management Concepts Store Location Budget, Planning, and Control Staffing, Training, and Evaluation The Store as a Communication Tool The Challenge of the Seamless Online, Offline Process The Future of Luxury Retailing Notes
17 Chapter 12: Sustainability and Authenticity Sustainability Brand Authenticities Overall Conclusion Notes
18 Appendix A: Applying Brand Identity Analytical Tools Sasin Brand Ethics Sasin Brand Aesthetics Note
19 Appendix B: Glossary of Digital-Related Terms App CC Cookie Engagement rate Facebook Ads GAFAM Google Ads HTML http https Influencer Internet Lead Meme MMS Pagerank SEO SMS The Web Troll URL Webinar Wiki Note
20 Index
List of Tables
1 Chapter 2Table 2.1 Fashion Cycle for a Fall–Winter CollectionTable 2.2 The Paradox of Luxury-Goods MarketingTable 2.3 Bain's Estimates of Business Size, 2018 (€ billion)Table 2.4 Our Estimates of Basic Luxury Products Business Sales, 2019 (€ bill...Table 2.5 Estimates of the Respective Contributions of French and Italian Com...Table 2.6 Major Luxury Operators, 2019 (or 2018/2019) (€ million)Table 2.7 LVMH: Sales and Results, 2009 and 2019Table 2.8 Scorecard of LVMH Results (€ million)Table 2.9 LVMH Geographical Split, 2019Table 2.10 Kering Historical Sales and Results (€ million)Table 2.11 Richemont Historical Sales and Profit (€ million)Table 2.12 Richemont Performance by Product Lines, 2005–2019 (€ million)
2 Chapter
