Luxury Brands in China and India

1. Front Matter

   Pages i-xvii

   PDF

2. A New Reality

   • Glyn Atwal, Douglas Bryson

   Pages 1-12

3. Luxury Dilemmas

   • Glyn Atwal, Douglas Bryson

   Pages 13-42

4. The Aspirational Rich

   • Glyn Atwal, Douglas Bryson

   Pages 43-73

5. The Super-Rich

   • Glyn Atwal, Douglas Bryson

   Pages 75-99

6. Faking Luxury

   • Glyn Atwal, Douglas Bryson

   Pages 101-124

7. Giving Luxury

   • Glyn Atwal, Douglas Bryson

   Pages 125-147

8. Digitally Rich

   • Glyn Atwal, Douglas Bryson

   Pages 149-182

9. Responsible Luxury

   • Glyn Atwal, Douglas Bryson

   Pages 183-205

10. Learning from Mistakes

    • Glyn Atwal, Douglas Bryson

    Pages 207-231

11. A Luxury Footprint

    • Glyn Atwal, Douglas Bryson

    Pages 233-247

12. Back Matter

    Pages 249-256

    PDF

This book provides an analysis of the luxury industry in two of the world’s biggest and evolving markets, and identifies and discusses the key issues and dynamics in transforming their luxury landscapes. By discussing the elements that are most likely to dominate boardroom agendas, the pragmatic implications for both strategic and marketing planning are made clear. Special emphasis is placed upon well-contemplated responses to luxury brand marketing challenges that executives are likely to face as they push their brands to adapt and thrive in these shifting markets.

• consumer
• Asia
• marketing
• industry
• products
• globalization

“The text has the distinction of being written in lucid language. The role of culture and motives behind the use of luxury brands has been dealt with in a thorough manner. The illustrations are very practical. The book is a splendid amalgamation of both psycho-social and economic aspects of luxury branding in the emerging trends in the field of marketing luxury in India and China.” (Ishita Chatterjee, Reader & Head of Department of Applied Psychology, University of Calcutta, India)

“This book perfectly captures the complexity of luxury in the Indian and Chinese markets and the dilemmas faced by marketers. Rather than being a repeat of existing luxury volumes, it offers in-depth analyses and rich insights into the what, the why and the how of marketing high-end products and services in China and India. It also features a wealth of examples, perfectly illustrating local particularities and challenges.” (Benjamin G. Voyer, L’Oréal Professor of Creativity Marketing, ESCP Europe Business School, UK)

“Thoroughly researched, realistic insights, and with a multi-faceted perspective... a must read to shape luxury brand strategies for the road ahead in two of the world’s most complex markets!!” (Rishab Suresh, Country Manager for India, Vacheron Constantin, Geneva, Switzerland)

“This book delivers a magnificent contemporary perspective of luxury brands in the context of the emerging markets of China and India. Within this volume, both brand executives and researchers of luxury brands will each find their own treasures and novel insights.” (Maggie Wenjing Liu, Assistant Professor of Marketing, Tsinghua University, Beijing, China)

“The globalmarket for luxury is rapidly growing, but just as rapidly changing. In this volume, Atwal and Bryson have delivered a timely and valuable update on the complex and often invisible world of luxury consumption in all its complexity. Comprehensive, and generously supported with data, the authors vividly describe the cultural and economic forces that have made Chinese and Indian consumers among the most – if not the most – influential in the world.” (Pamela Ellsworth, Associate Professor and Chairperson, Global Fashion Management, Fashion Institute of Technology, New York, USA)

“As the business world’s obsession with data and metrics continues, this pertinent book reminds us that none of it can be interpreted outside of context. Thoroughly researched on a variety of levels (academic, macro, micro, empirical, case study, and first person experience), it highlights the importance of cultural intelligence and qualitative research in a seamlessly constructed argument based on hard evidence from the Chinese and Indian luxury markets. A great tool for both academic discussions and corporate strategy, it provides the framework for asking the right questions.” (Thomaï Serdari, Adjunct Professor of Marketing, Leonard N. Stern School of Business, New York University, New York, USA, & Editor of Luxury: History, Culture, Consumption)

“What I like about ‘Luxury Brands in China and India’ is the authors’ inquisitive approach that uncovers the essence of luxury in two emerging and culturally distinct markets. It precisely illustrates the recent and relevant luxury branding issues. The key theme of the book revolves around the aspirational affluent consumers in China and India who represent the most potential influx in the future luxury market. This is a must-read for business students and entrepreneurs.It is cogent and complete and luxury branding academics, enthusiasts and practitioners will find this book insightful, compelling and intriguing.” (Ian Phau, Professor and Director for Research and Development in the School of Marketing & Director of The Luxury Branding Research Cluster, Curtin University, Perth, Australia, & Editor-in-Chief for the Asia Pacific Journal of Marketing and Logistics)

 

“As the emerging markets contribute more to the luxury industry, an understanding of these dynamic emerging markets is urgent and necessary. This book on the most populous emerging markets in the world provides many useful insights. In addition, it supplements its novelty by discussing new phenomenon and interesting perspectives of ‘luxury management.’ Definitely worth reading!” (Rui Wang, Associate Professor ofMarketing, Guanghua School of Management, Peking University, Beijing, China)

“Luxury Brands in China and India is an insightful depiction of the luxury markets in two emerging market contexts. In its unique endeavour to explore the dynamics that prevail in these markets, the book brings forth the commonalities that exist with their Western counterparts while simultaneously highlighting their contrasts. Throughout this book, Atwal and Bryson provide valuable glimpses on the myriad segments of luxury consumers, their consumption patterns and occasions of luxury consumption. It touches upon an interesting parity between India’s demonetization manoeuver and China’s anti-corruption campaign, to highlight the critical effect of government policies on these luxury markets. A must-read for luxury executives – the detailed analyses of the luxury brands that have met with epic failures, will provide them with strategic guidelines on how to generate sustainable market growth in these two markets.” (Mohua Banerjee, Associate Professor & Dean of Corporate Relations, International Management Institute, Kolkata, India)

“This well-researched book provides deep insight into the landscape of luxury brand markets in the two largest emerging economies. The book has adopted a more pragmatic and flexible definition of luxury, beyond the traditional categories, through the eyes of Indian and Chinese consumers. It explains the unique characteristics and identifies factors within a broad strategic framework that should assist in guiding international luxury brands to develop a brand footprint, both in China and India. I am sure this book would provoke much dialogue and debate, both in boardrooms and higher level marketing classes focussed on luxury markets and branding.” (Binaya Bhusan Jena, Associate Professor & Link Chairperson of Department of Fashion Management Studies, National Institute of Fashion Technology, Hyderabad, India)

• Burgundy School of Business , Dijon, France

  Glyn Atwal

• Rennes School of Business, Rennes, France

  Douglas Bryson

Glyn Atwal is Associate Professor of Marketing at Burgundy School of Business, France. His teaching, research, and consultancy expertise focuses on luxury marketing and strategy. He is co-editor of The Luxury Market in India: Maharajas to Masses and Luxury Brands in Emerging Markets. Prior to academia, Glyn worked for Saatchi & Saatchi, Young & Rubicam and Publicis.

Douglas Bryson is Professor (Titulaire 1) at Rennes School of Business, France. His research is rooted in applied psychology and includes new product adoption, as well as issues in luxury brand strategies, image and management. He is co-editor of Luxury Brands in Emerging Markets. Douglas has experience of consulting in North America, Central and Eastern Europe, and Central Asia.

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