Luxury Marketing

Luxury Marketing provides students with practical insights into marketing luxury brands, incorporating the latest trends including digital innovation, sustainability and globalization.

While luxury is often associated with exclusivity and high value, marketing luxury products and brands requires a nuanced understanding of history, cultural influences and consumer psychology. Luxury Marketing delves into the European cultural and historical significance embedded in luxury and demystifies the sector by bridging the gap between theoretical concepts and practical applications. This is underscored by real-world examples from global brands such as Shang Xia, Gaggenau and Aman Resorts.

This book shows how to distinguish between ‘luxury’ and ‘premium’ and how to integrate both tradition and innovation by exploring time-honoured brand values alongside current trends like sustainability and digital transformation. It explores the psychology behind luxury consumption, how to appeal to preferences of various consumer segments and the importance of creating unique customer experiences. It is supported by learning features such as key concept boxes, exercises and review questions, as well as online resources of lecturer PowerPoint slides and instructor manuals.

Luxury Marketing is ideal for postgraduate students taking modules in Luxury Marketing and Luxury Brand Management.

Author Biography

Khuong Minh Le, professionally known as Kent Le, is a senior lecturer and course leader for the MA International Fashion Business with Marketing Management and Luxury Branding pathways at the University of East London. Le also teaches, guest speaks, and externally examines Fashion & Luxury Business courses at Condé Nast College of Design (UK), Domus Academy (Italia), Amsterdam Fashion Academy (The Netherlands), Beacon College (Singapore) and Fordham University New York (USA). He has also had roles at Burberry, Westfield, and Inditex Group, and provided consultancy work for Catwalk Group, Devotion Diamonds and Petit Tribe.