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Understanding Luxury Shoppers Read chapter Read first chapter

2018 | OriginalPaper | Chapter

5. Expanding Luxury Brands Internationally

Author : Diana Derval

Published in: Designing Luxury Brands

Publisher: Springer International Publishing

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Abstract

In this chapter, we study the importance of expanding a luxury brand internationally, and introduce the sense of time, looking at DS, Roberto Cavalli, and Shanghai Tang success stories, and grasp the importance of territory in luxury. We use the Wait Marketing 6Ms to engage luxury shoppers at the right moment, at the right place.

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Metadata
Title
Expanding Luxury Brands Internationally
Author
Diana Derval
Copyright Year
2018
Book
Designing Luxury Brands

Print ISBN: 978-3-319-71555-1

Electronic ISBN: 978-3-319-71557-5

Copyright Year: 2018

DOI
https://doi.org/10.1007/978-3-319-71557-5_5