Luxury Retailing Management: How the World's Top Brands Provide Quality Product & Service Support
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More About This Title Luxury Retailing Management: How the World's Top Brands Provide Quality Product & Service Support


Noted experts offer invaluable insights into the glamorous world of luxury retail

Luxury Retail Management is your gold-plated ticket to the glamorous world of luxury retail. Defining all the tools that are necessary to manage luxury stores, from the analysis of location and design concept, to the selection, training, and motivation of the staff, the book covers everything you need to know to enter, expand, understand, and succeed in the world of luxury retail. Reaching the luxury customer is no longer the domain of the exclusive salon—the global luxury market boom and the phenomenal growth of luxury stores now views the retail sector as key to driving brand profitability. In dealing with this rapid change, luxury brands have experienced a steep learning curve and accumulated bags of retail expertise. And while some of the luxury retail rules and models in this book are exclusive to the luxury market, many have lessons for the whole retail sector.

  • Examines the essential aspects of luxury customer relationship management, personal sales, and the customer experience
  • Delves into the sophisticated business models that luxury brands have developed based on a mix of directly-operated-stores and wholesale
  • Covers the management essentials—distribution, location, design, merchandising, pricing, brand promotion, and the management agenda for success

Written by respected experts Michel Chevalier and Michel Gutsatz, who lend their solid academic credentials and professional expertise to the subject, Luxury Retail Management asks and answers the questions that retail professionals need to understand in order to thrive in the luxury market.


Michel Chevalier is an expert in luxury brand management and retailing. A consultant with EIM in Paris and a visiting professor of luxury marketing and retailing at HEC and Paris-Dauphine University in Paris, he is also the coauthor of Luxury Brand Management and Luxury China, both published by Wiley.

Michel Gutsatz is an international expert in luxury brand management based in Paris. The founder of The Scriptorium Company, a brand strategy agency, he advises investment funds, luxury brands, and retailers in Europe, China, and the United States. Gutsatz developed the MBA in international luxury brand management at ESSEC Business School, and his blog, BrandWatch (, is an acclaimed reference in brand strategy.


Introduction vii

Chapter 1 Luxury and Brand Power 1

Chapter 2 The Distribution Models of Luxury 15

Chapter 3 The Different Outlets of Luxury Distribution 37

Chapter 4 The Internet as a Channel of Distribution 63

Chapter 5 Luxury Store Location 83

Chapter 6 Luxury Store Concept and Design 119

Chapter 7 Luxury Store Economics 139

Chapter 8 Luxury Retail Pricing 169

Chapter 9 Customer In-Store Behavior 185

Chapter 10 The Importance of Stores in Customer Relationship Building 195

Chapter 11 Building Loyalty in Luxury Brands 209

Chapter 12 Advertising and Communication 229

Chapter 13 The Future of Luxury Brand Retailing 245

Appendix Managing a Store Toolbox 257

Bibliography 291

About the Authors 295

Index 297