Authors: Jean-Noël Kapferer, Vincent Bastien 
Publication Date: 2025
International Bestseller

The WLCC Luxury Library is a curated resource for luxury professionals, offering insights on branding, marketing, and consumer behavior. Designed to empower members of the World Luxury Chamber of Commerce, it fosters learning, collaboration, and innovation in the luxury industry.

The Luxury Strategy is the definitive guide to understanding and building luxury brands. Authored by Jean-Noël Kapferer and Vincent Bastien—two of the most respected voices in the luxury business—the book boldly challenges conventional marketing wisdom and proposes a unique approach that has helped shape the global success of iconic names such as Louis Vuitton, Chanel, Cartier, Hermès, and Ferrari.

Now in its 3rd edition, this international bestseller has become a cornerstone text for executives, entrepreneurs, and students alike, offering a rigorous and strategic roadmap to creating, growing, and sustaining luxury brands in a rapidly changing world.

What Makes It Unique:

Unlike traditional marketing books, The Luxury Strategy argues that luxury brands must break the very rules that guide conventional consumer branding. It defines the critical difference between premium and true luxury, explores how dream and exclusivity must be nurtured at all touchpoints, and shows how maintaining high margins and desirability is more critical than mass growth.

Key Themes and Insights:

  • Defining Luxury: The book differentiates luxury from fashion and premium, laying out clear criteria for what constitutes a luxury brand.
  • Brand Building Principles: Insights into building coherence, identity, and storytelling across all brand touchpoints.
  • The Art of Brand Stretching: A deep dive into brand extensions and how to do them without diluting brand equity—featuring real-world examples like Montblanc, Armani, and Chanel.
  • Qualifying Products as Luxury: Why luxury products need to go beyond functionality, offering dreams, meaning, and ritual.
  • Strategic Perspectives on Luxury Business Models: How profitability in luxury is achieved through core trade, exclusivity, and unique high-overhead models.
  • Entering and Exiting Luxury: What it takes to join the luxury universe—and what happens when a brand loses its luxury status.
  • Learning from Luxury: How companies outside the sector (like Apple) apply luxury principles to gain a competitive advantage.

And, much, much more…

New in the 3rd Edition:

  • Updated Case Studies to reflect the evolution of top luxury houses in the digital and global age.
  • New Preface reflecting shifts in consumer behavior, digitalization, and post-COVID luxury transformations.
  • A new chapter addressing the luxification of society, the rising role of AI and new technologies, and why luxury brands must lead by ethical and sustainable best practices.

The Luxury Strategy is not just a manual; it’s a manifesto for a distinctive and disciplined approach to building timeless, meaningful, and profitable luxury brands. Whether you’re a brand builder, investor, or strategist, this book reveals why in luxury, success is not about selling more—but about being desired more.

Pre-order the book now: https://www.koganpage.com/ + get 40% off with WLC40.

To read more from the Luxury Library, visit https://worldluxurychamber.com/category/book-reviews/

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