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Expanding Luxury Brands Internationally

In: Designing Luxury Brands

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  • Diana Derval

    (DervalResearch)

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.

Suggested Citation

  • Diana Derval, 2018. "Expanding Luxury Brands Internationally," Management for Professionals, in: Designing Luxury Brands, chapter 5, pages 105-136, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-319-71557-5_5
    DOI: 10.1007/978-3-319-71557-5_5
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