Designing Luxury Brands

1. Front Matter

   Pages i-xxii

   PDF

2. Understanding Luxury Shoppers

   • Diana Derval

   Pages 1-26

3. Identifying Profitable Markets

   • Diana Derval

   Pages 27-50

4. Finding the Right Positioning

   • Diana Derval

   Pages 51-76

5. Designing Luxury Brands

   • Diana Derval

   Pages 77-104

6. Expanding Luxury Brands Internationally

   • Diana Derval

   Pages 105-136

7. Building Iconic Brands

   • Diana Derval

   Pages 137-158

8. Back Matter

   Pages 159-170

   PDF

This book shows how to build successful luxury brands using the power of sensory science and neuro-physiology. The author introduces – based on inspiring business cases like Tesla, Louis Vuitton, Chanel, Hermès, Moncler, Louboutin, or Sofitel in industries such as Fashion, Automotive or Leisure – groundbreaking scientific methods - like the Derval Color Test® taken by over 10 million people -  to predict luxury shoppers’ preferences and purchasing patterns and illustrates common and unique features of successful luxury brands. Through various practical examples and experiments, readers will be able to build, revamp, or expand luxury brands and look at luxury from a new angle.    

• Consumer Behavior
• Luxury
• Luxury Brands
• Marketing
• Product Development
• Shopping Behavior

“The author has based this book on her research, offering readers powerful business frameworks they can use and adapt for their needs in order to understand and predict human behavior. … I highly recommend this book to anyone interested in understanding the substrates behind the needs and choices of consumers, but also understanding our own choices - from a different point of view.” (Monica Diana Olteanu, insights - Consumer Neuroscience in Business, Issue 24, September, 2018)

“I myself often question the sustainability of luxury marketing, because I often fail to find the scientific explanation of many happenings of the world of luxury.  This sometimes frustrates me.  However, Professor Derval gives me faith in the luxury industry because she brings to the table scientific tools and approaches to creating, developing, and revamping luxury brands.  I’ve had the pleasure to read one of her previous books “The Right Sensory Mix”, and since then my understanding of the luxury market has elevated and she has brought sense to an industry driven by emotional preferences.  Reading this book, I was again genuinely looking forward to acquiring more scientific tools to understand and grow the brands I service.” (Annie Ho, General Manager Greater China, Stella McCartney, Kering group)

“Once again, I am very impressed with Diana Derval's new book. Through lively case studies, powerful marketing tools, and inspiring neuroscientific findings, she manages to explain the whys behind luxury mysteries. Designing luxury brands is a must read for both industry leaders and learners.” (Philip Kotler, , S.C. Johnson & Son Professor of International Marketing, Kellogg School of Management)

“Luxury is first and foremost an emotion. This book will help create this emotion and unlock endless opportunities, through a deep understanding of customers.” (Yves Bonnefont, CEO, DS Automobiles)

• DervalResearch, Amsterdam, The Netherlands

  Diana Derval

Prof. Diana Derval is the Chair of the global research firm DervalResearch and owner of the luxury fashion brand Derval Paris. Award-winning inventor, and author, Diana turns fascinating neuroscientific breakthroughs into powerful business frameworks to understand and predict human behavior. She has accelerated the development of Fortune 500 firms including BMW and Louis Vuitton. Harvard Business Review contributor regularly featured in the media, Diana Derval teaches Luxury and Innovation from Paris to Shanghai.

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