Expanding Luxury Brands Internationally

  • Diana Derval
Chapter
Part of the Management for Professionals book series (MANAGPROF)

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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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  • Diana Derval
    • 1
  1. 1.DervalResearchAmsterdamThe Netherlands

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