Designing Luxury Brands: The Art and Science of Creating Game-Changers (Management for Professionals)

This book, a second offering after the successful first edition, shows how to build successful luxury brands using the power of sensory science and neuropsychology. The author presents inspiring business cases like Tesla Cybertruck, Chanel, KaDeWe, Baccarat, JACQUEMUS, NASA, MUD Jeans, Lilium, Rémy Cointreau, FENG J, Moncler, Louboutin, or Raffles Dubai in industries such as Fashion, Automotive or Leisure. The book highlights groundbreaking scientific methods - like the Derval Color Test® taken by over 30 million people - to help predict luxury shoppers’ preferences and purchasing patterns. Game-changing and unique features of successful luxury brands are decoded. Through various practical examples and experiments, readers will be able to build, revamp, or expand luxury brands and look at luxury from a new angle. Foreword Preface About the Author About DervalResearch Acknowledgments Contents List of Figures List of Tables 1: Understanding Luxury Shoppers, UHNWIs, and the Science of Mind Reading 1.1 Introduction 1.2 Who Are the Luxury Shoppers? The Golden iPhone Case 1.2.1 Meet the Tuhao 1.2.2 The Rise of Chinese Millionaires 1.2.3 Gold and Other Preferences 1.3 The KaDeWe Group: Local Luxury Stores with an International Appeal 1.3.1 A Shopping Landmark 1.3.2 Nailing New Luxury Shoppers’ Expectations 1.3.3 Pushing the Frontiers of Luxury Retail 1.4 Hormones, Male-to-Male Competition, and Luxury 1.4.1 Testosterone and Ornaments 1.4.2 Dress to Impress 1.4.3 Sex Ratio and Rivalry 1.5 Luxury Watches and Other Complications: The Jaeger-LeCoultre Case 1.6 The Science of Mind Reading 1.7 Takeaways References 2: Profiling Luxury Shoppers, Emerging Markets, and the Sense of Vibration 2.1 Introduction 2.2 Profiling Luxury Shoppers: The BMW Case 2.2.1 The BMW Brand Experience 2.2.2 The Augmented Persona Framework 2.3 A Signature Sound: The Harley-Davidson Case in India 2.4 The Sense of Vibration 2.4.1 Sound Is a Vibration 2.4.2 Touch Is a Vibration 2.4.3 Vibrator Profiles 2.5 A Silent Success: Tesla Motors and Cybertruck 2.6 Brand Naming: The Ermenegildo Zegna Case 2.7 Takeaways References 3: Identifying Profitable Markets, eVTOLs, and the Physiology of Luxury 3.1 Introduction 3.2 What Do Luxury Shoppers Want? The Superyacht Case 3.2.1 Welcome On-board 3.2.2 UHNWIs and Yachting 3.2.3 Meet the Sheikh 3.3 A Sustainable Way of Moving with Lilium 3.3.1 A Game-Changing Architecture and Design 3.3.2 When Time Is Luxury 3.3.3 A Technological Wonder Tailored for Pioneers 3.4 The Need for Luxury Is Physiological 3.4.1 Testosterone, Dopamine, and Status-Seeking 3.4.2 Status-Seeking and Geographical Area 3.4.3 Luxury Shoppers’ Drivers 3.4.4 The Neuroscience of Yachting 3.5 ŌURA Handy Health Companion 3.6 The Age of Self-Healing 3.7 Takeaways References 4: Turning Features into Benefits, Luxury Lifestyle, and the Sense of Motion 4.1 Introduction 4.2 Turning Luxury Features into Customers’ Benefits: The Dyson Case 4.2.1 From Air to Hair 4.2.2 Solving Problems 4.2.3 The Benefits Framework 4.3 Stella McCartney: A Designer with an Opinion 4.4 The Sense of Motion 4.4.1 Luxury Is All About Motion 4.4.2 Motion Receptors and Internal Mechanics 4.4.3 Neuromuscular Control and Superpowers 4.4.4 Motion Profiles 4.4.5 Free-Riding and White Powder 4.5 Luxury Athletic Wear with Moncler 4.6 Ganbei 干杯 with Moutai 4.7 Takeaways References 5: Creating Game-Changers, Sustainable Luxury, and Beauty OCD 5.1 Introduction 5.2 How to Design “Must-Have” Luxury Items? The Designer Bag Case 5.2.1 The Fashion Accessories Frenzy 5.2.2 From Bags to Pockets 5.2.3 Which Bag “Bitch” Are you? 5.3 The Virtuous Cycle of Fashion with MUD Jeans 5.3.1 Fashion with Impact 5.3.2 MUD Jeans x Van Gogh Museum® 5.3.3 Sustainably Classic 5.4 The Physiology of Female-to-Female Competition 5.4.1 Relational Aggression 5.4.2 Becoming the Alpha Female 5.4.3 Ornaments, Ranking, and Luxury 5.5 JACQUEMUS: The Game-Changers Creator 5.5.1 Sensing Trends 5.5.2 Creating Game-Changers 5.6 The Art of Changing Appearance 5.7 Takeaways References 6: Spotting the Right Positioning, Luxury Gifting, and the Sense of Colors 6.1 Introduction 6.2 Spotting the Right Positioning: The Nespresso Case 6.2.1 Finding the Right Position 6.2.2 Gifting Positioning Map 6.2.3 An Iterative Process 6.3 Identifying the Real Competitors: The Porsche Case 6.4 The Sense of Colors 6.4.1 Luxury Is All Black-and-White (with a Pop of Color) 6.4.2 Color Profiles: The Derval Color Test® 6.4.3 Cones, Rods, and Melanopsin Receptors 6.4.4 Countries, Vision, and Color 6.5 When Street Meets Luxury: The Y-3 Case 6.6 Appealing to Luxury Shoppers’ Senses: Eyewear in the Middle-East 6.7 Takeaways References 7: Designing Luxury Brands, Hard Luxury, and the Epigenetics of Success 7.1 Introduction 7.2 How to Select a Winning Assortment? The Diamond Case 7.2.1 The VIP Room 7.2.2 Diamonds’ 4Cs 7.2.3 An Assortment Challenge 7.3 FENG J Jewelry and the Era of Hard Luxury 7.3.1 The Monet of Haute Joaillerie 7.3.2 From Auctions to Museums 7.3.3 Innovation and Floating Sets 7.4 The Laws of Attraction and Mate Selection 7.4.1 Mate Copying 7.4.2 Mr. Big or Mr. Right? 7.4.3 Healthy, Wealthy, and Shiny 7.5 Designing Luxury Brands: The Swarovski Case 7.6 The Epigenetics of Success 7.7 Takeaways References 8: Creating a Unique Style, Affordable Luxury, and the Magnetic Sense 8.1 Introduction 8.2 Designing a Unique and Recognizable Brand: The Michael Kors Signature 8.2.1 Jet Set Brand Codes 8.2.2 Affordable Luxury Versus Secondhand Luxury 8.2.3 An Affordable Luxury Consortium 8.3 Visible Luxury: Louboutin and the “Chinese Red” 8.4 The Magnetic Sense 8.4.1 Another Dimension of Light 8.4.2 Turning Water into Gold: The Haidinger’s Brush and the Dress 8.4.3 Polarotactic Profiles 8.4.4 Photoreceptors Direction and Polarotacticity 8.5 A Tiffany Blue Sky 8.6 L’Oréal Blond 8.7 Takeaways References 9: Expanding Luxury Brands Internationally, Space Travel, and the Power of Defying the Elements 9.1 Introduction 9.2 How to Reach Luxury Shoppers? The Cosmetics Case 9.2.1 Travel Retail 9.2.2 Luxury and Gifting 9.2.3 Absurd Decisions 9.3 Baccarat: The Alchemy of Joy 9.3.1 Manufacture and Designs 9.3.2 The Art of Giving 9.3.3 Baccarat Golden Red 9.3.4 “Cristal Rooms” and the Baccarat Experience 9.4 Hormonal Quotient®, Territory, and Luxury 9.4.1 Gender Polymorphisms and Sub-genders 9.4.2 Expanding One’s Territory 9.4.3 Affiliation, Family, and Luxury 9.5 Luxury Travel and Human Performance in Space with NASA 9.5.1 Space Psychophysics: From Weightlessness to Brightness 9.5.2 Mars, Lunar Analogs, and Spacesuits 9.5.3 Luxury, Space, and Privacy 9.6 The Power of Defying the Elements 9.7 Takeaways References 10: Reaching Luxury Shoppers, Travel Retail, and the Sense of Time 10.1 Introduction 10.2 Reaching Luxury Shoppers with Wait Marketing: The Jaguar Case 10.2.1 Kaïros: Communicating at the Right Moment 10.2.2 The Wait Marketing 6Ms 10.3 From Milan to Bollywood: The Roberto Cavalli Case 10.4 The Sense of Time 10.4.1 Ultradian, Circadian, and Infradian Rhythms 10.4.2 Time and Place Neurons 10.4.3 Time Modifiers 10.4.4 Brain Profiles: The Bear, the Monkey, and the Banana 10.4.5 Typology of Innovation Projects by Brain Profile 10.5 Rémy Cointreau: Cultivating a Portfolio of Exceptional Spirits 10.5.1 Planned Versus Impulsive Travel Shopping 10.5.2 A Global Brand with a Local Taste 10.5.3 A Drop of Innovation in Travel Retail 10.5.4 Toward a Personalized Travel Experience 10.6 Embedded Luxury: DS x ChatGPT 10.7 Takeaways References 11: Building Iconic Luxury Brands, GenAI, and the Gift of Foresight 11.1 Introduction 11.2 How to Build an Iconic Brand? The Maison de Couture Case 11.2.1 Reinventing the Brand 11.2.2 Launching a New Classic 11.2.3 From Billboards to Instagram 11.3 How Gucci Became an Iconic Brand? 11.4 The Biochemistry of Imitating Successful Individuals 11.4.1 Following Celebrities 11.4.2 The “Chameleon Effect” 11.4.3 The Habits of Successful People 11.5 Celebrity Fragrances: The Taylor Swift Versus Beyoncé 11.6 The Gift of Foresight 11.6.1 Observations and Predictions 11.6.2 Ancient and Future Luxury 11.7 Takeaways References 12: Finding the Right Influencers, KOLs, and the Sense of Smell 12.1 Introduction 12.2 Finding the Right Influencers: The Montblanc Case 12.2.1 Celebrity Endorsement and KOLs 12.2.2 The Influencers’ Map Framework 12.2.3 A Congruent Ambassador 12.2.4 Prescribers, Influencers, and Collabs 12.3 Turning Trends into Classics: Fashion Afternoon Tea at Raffles Dubai 12.4 The Sense of Smell 12.4.1 The Chemosensory Receptors 12.4.2 The Derval Pyramid of Scents 12.4.3 Inhaler Profiles 12.5 A Classic Scent: The Chanel N°5 Case 12.6 Involving Celebrities: Bienvenue Chez Maxim’s de Paris 12.7 Takeaways References Conclusion Books and Courses by the Same Author Index