"While Bain's annual luxury study offers the most authoritative view of the sector's evolving dynamics and long-term trajectory, <b><i>The Luxury Strategy</i></b> remains the essential playbook for building enduring brands within that landscape. These two tools complement one another: where Bain maps the terrain, Kapferer and Bastien provide the compass. This new edition stays true to the timeless principles - the anti-laws of marketing, the sociological roots of luxury, and the strategic distinction between luxury, fashion and premium - that have made the book a modern classic, while thoughtfully integrating the profound shifts shaping luxury today - from digitalization to sustainability and the rise of new cultural powers."

Joëlle de Montgolfier, Executive Vice President - Global Retail & Luxury Practices. Bain & Company

"Like the iconic brands it examines, <b><i>The Luxury Strategy</i></b> became an instant classic upon its release. This third edition reaffirms its position as essential reading for anyone pursuing a career in the captivating world of luxury, or for those seeking an insightful glimpse behind the scenes. From its roots in craftsmanship and vision to its flawless execution, luxury represents a rewarding journey. Regardless of a House's size, its history is never a guaranteed path of ease. This book highlights the mandatory principles that ensure robust and sustainable growth, as well as a successful transmission to future generations of both managers and discerning clients."

Olivier Krug, KRUG Champagne Maison Director