The local dimension of luxury

The local dimension of luxury

Paurav Shukla on marketing management

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Recently, I was re-reading the book ‘luxury brand management’ wherein the authors – Chevalier and Mazzalovo – suggest three criteria to classify a luxury item: (a) strong artistic content; (b) unique craftsmanship and (c) international reputation. While I agree that the artistic content and craftsmanship is what differentiates most luxury product and brands from non-luxury,
Recently, I was re-reading the book ‘luxury brand management’ wherein the authors – Cheval...Read More