Luxury Marketing

A comprehensive postgraduate textbook for understanding and marketing luxury brands in a global context.Luxury Marketing gives postgraduate students in marketing, business, and fashion management practical insight into how luxury brands create value, connect with culture, and stay relevant within a fast-changing market. Written by Kent Lee, it bridges theory and practice to show how digital innovation, sustainability and globalization are redefining the luxury experience.This textbook explores how luxury brands balance exclusivity with accessibility, blending heritage and creativity to sustain desirability. Students learn how history, culture, and psychology shape the meaning of luxury and how marketers translate those influences into powerful brand stories and customer experiences. Real-world examples from Shang Xia, Gaggenau and Aman Resorts demonstrate how leading brands balance tradition with adaptation to new audiences and global markets.Designed to support modules in Luxury Marketing and Luxury Brand Management, this textbook includes:- Definitions and frameworks that distinguish luxury from premium branding- Guidance on integrating heritage, innovation, and sustainability in strategy- Exploration of consumer psychology and the creation of brand desire- Key concept boxes, review questions, and applied exercises for classroom use- Online lecturer resources, including PowerPoint slides and instructor manualsWhether studying luxury marketing or preparing for a professional role in brand management, Luxury Marketing equips students with the insight and confidence to navigate the evolving world of luxury.