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Crafting Luxury: Craftsmanship, Manufacture, Technology and Retail Environments
An exploration of the many issues and debates that surround the idea of luxury.
The idea of luxury has secured a place in contemporary Western culture and the term has now joined common parlance in both established and emerging economies. Crafting Luxury explores contentious issues surrounding perceptions of luxury, its relationship to contemporary branding as created by marketers, and the effect this has on consumers and their purchasing habits. It examines the industry structures, analyzing production practices as well as the effects of hierarchies on both internal and external perceptions of luxury, from the makers to the sellers and consumers. Offering different perspectives and interpretations of luxury, the authors dissect the work of companies across the industry, from established companies to emerging models and from conglomerates to small independents. They further explore the impact of technology on consumption, manufacture, the retail environment, and sales, providing a true insider’s view of this complex world.
The idea of luxury has secured a place in contemporary Western culture and the term has now joined common parlance in both established and emerging economies. Crafting Luxury explores contentious issues surrounding perceptions of luxury, its relationship to contemporary branding as created by marketers, and the effect this has on consumers and their purchasing habits. It examines the industry structures, analyzing production practices as well as the effects of hierarchies on both internal and external perceptions of luxury, from the makers to the sellers and consumers. Offering different perspectives and interpretations of luxury, the authors dissect the work of companies across the industry, from established companies to emerging models and from conglomerates to small independents. They further explore the impact of technology on consumption, manufacture, the retail environment, and sales, providing a true insider’s view of this complex world.
216 pages, Paperback
Published June 24, 2022
5 people want to read
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Displaying 1 - 3 of 3 reviews
December 9, 2023
"Crafting Luxury: Craftsmanship, Manufacture, Technology, and the Retail Environment," co-authored by Veronica Manlow and others, presents an insightful critique of luxury brands and their use of technology to enhance the retail customer experience. The book offers a deep dive into the evolving nature of luxury in the context of technological advancements and shifting consumer expectations.
Having worked in the Data and Analysis field for more than 10 years within marketing and technology, also known as martech, I appreciated the way in which the book breaks down the various ways that technology along with Data & AI in particular is creating a set of conditions for luxury companies that can be seen both as a monumental opportunity as well as a challenge for traditional methods of resonating with consumers. The book, does a great job of shedding light on the responsibility of companies to understand and apply facets of AI, Virtual Reality and Data driven Marketing campaigns to reach an increasingly technical, eco-conscious and mobile consumer base.
A key strength of the book is its critical analysis of how luxury brands leverage technology to create more immersive and personalized shopping experiences. The authors explore various innovative strategies used by these brands, such as virtual reality, augmented reality, and AI-driven personalization, to engage customers in both physical and digital retail spaces. This exploration is particularly engaging, revealing the intricate balance luxury brands must maintain between embracing modern technology and preserving the exclusivity and heritage that define their appeal.
The book also delves into the challenges faced by luxury brands in adapting to the digital era. It discusses how the democratization of luxury through online platforms can dilute brand exclusivity, a vital component of luxury appeal. The authors critically examine the strategies luxury brands employ to maintain their prestigious image while expanding their digital presence.
Moreover, "Crafting Luxury" sheds light on the evolving consumer profile in the luxury market, particularly the rise of tech-savvy and experience-seeking consumers. The critique extends to how luxury brands are responding to these changes, emphasizing the importance of creating unique, memorable experiences that resonate with a modern audience while staying true to the brand’s heritage.
Throughout the book, the authors maintain a balanced perspective, acknowledging the successes and pitfalls of luxury brands in the digital age. This nuanced approach provides readers with a comprehensive understanding of the complexities involved in integrating technology into the luxury retail experience.
In conclusion, "Crafting Luxury" is an excellent resource for anyone interested in the intersection of luxury, technology, and retail. It offers a thoughtful critique of current practices and presents a forward-looking perspective on how luxury brands can navigate the challenges of the digital age while enhancing the customer experience. The book's in-depth analysis makes it a valuable addition to the fields of business, marketing, and fashion studies.
Having worked in the Data and Analysis field for more than 10 years within marketing and technology, also known as martech, I appreciated the way in which the book breaks down the various ways that technology along with Data & AI in particular is creating a set of conditions for luxury companies that can be seen both as a monumental opportunity as well as a challenge for traditional methods of resonating with consumers. The book, does a great job of shedding light on the responsibility of companies to understand and apply facets of AI, Virtual Reality and Data driven Marketing campaigns to reach an increasingly technical, eco-conscious and mobile consumer base.
A key strength of the book is its critical analysis of how luxury brands leverage technology to create more immersive and personalized shopping experiences. The authors explore various innovative strategies used by these brands, such as virtual reality, augmented reality, and AI-driven personalization, to engage customers in both physical and digital retail spaces. This exploration is particularly engaging, revealing the intricate balance luxury brands must maintain between embracing modern technology and preserving the exclusivity and heritage that define their appeal.
The book also delves into the challenges faced by luxury brands in adapting to the digital era. It discusses how the democratization of luxury through online platforms can dilute brand exclusivity, a vital component of luxury appeal. The authors critically examine the strategies luxury brands employ to maintain their prestigious image while expanding their digital presence.
Moreover, "Crafting Luxury" sheds light on the evolving consumer profile in the luxury market, particularly the rise of tech-savvy and experience-seeking consumers. The critique extends to how luxury brands are responding to these changes, emphasizing the importance of creating unique, memorable experiences that resonate with a modern audience while staying true to the brand’s heritage.
Throughout the book, the authors maintain a balanced perspective, acknowledging the successes and pitfalls of luxury brands in the digital age. This nuanced approach provides readers with a comprehensive understanding of the complexities involved in integrating technology into the luxury retail experience.
In conclusion, "Crafting Luxury" is an excellent resource for anyone interested in the intersection of luxury, technology, and retail. It offers a thoughtful critique of current practices and presents a forward-looking perspective on how luxury brands can navigate the challenges of the digital age while enhancing the customer experience. The book's in-depth analysis makes it a valuable addition to the fields of business, marketing, and fashion studies.
July 25, 2023
A Book Review
What constitutes a well written book? For my take a lucid array of paths to a conclusion. “Crafting Luxury – Craftsmanship, Manufacture and the Retail Environment” captures the journey and the importance of each path in its entirety.
“The Luxury Journey of Discovery” captures the beginnings of the luxury market to its present state through viewpoints and affirmations of the individuals who bring this to the forefront.
Taking this journey through the history of luxury becomes easy to understand due to the manner in which this book is written. The words are simple and explicit so the reader can follow with ease and understand the great achievements of the masters and founders of the luxury brands, from the smaller firm to the most well-known establishments which are part of conglomerates.
In reading though the book one can travel the road of luxury and feel a part of it, a travelogue of invention in a space formally owned by the rich and “haves”, not the “have nots”. Now it’s in the purview of all of us, how wonderful.
Luxury becomes inclusive and you are made to feel a part of the story.
This luxury travelogue has many paths and from the beginnings to today the book explains the growth and genius of what a luxury brand, branding and marketing are all about.
The vicissitudes of the luxury brand journey through corporate acquisition, mass production and craftsmanship are very well explained and the reader comes out knowing how this industry grew and came to be what it is now.
The reader gets a real sense of the psychology and sociology of what the firms’ achieved in this market--knowing how this process grew out of social consciousness to become the industry it is today.
Today’s technological impact is written about and AI being a part of all industries must be mentioned and it is in this book. A true forward looking glance, which will be a key factor in how this industry progresses in the future.
This book is well-written and I recommend it for all sorts of business, management and social science classes as well as to anyone who is just looking for a serious and yet fun reading of an important business and cultural topic.
Norman Schwartz
President and COB IVoT Academy
What constitutes a well written book? For my take a lucid array of paths to a conclusion. “Crafting Luxury – Craftsmanship, Manufacture and the Retail Environment” captures the journey and the importance of each path in its entirety.
“The Luxury Journey of Discovery” captures the beginnings of the luxury market to its present state through viewpoints and affirmations of the individuals who bring this to the forefront.
Taking this journey through the history of luxury becomes easy to understand due to the manner in which this book is written. The words are simple and explicit so the reader can follow with ease and understand the great achievements of the masters and founders of the luxury brands, from the smaller firm to the most well-known establishments which are part of conglomerates.
In reading though the book one can travel the road of luxury and feel a part of it, a travelogue of invention in a space formally owned by the rich and “haves”, not the “have nots”. Now it’s in the purview of all of us, how wonderful.
Luxury becomes inclusive and you are made to feel a part of the story.
This luxury travelogue has many paths and from the beginnings to today the book explains the growth and genius of what a luxury brand, branding and marketing are all about.
The vicissitudes of the luxury brand journey through corporate acquisition, mass production and craftsmanship are very well explained and the reader comes out knowing how this industry grew and came to be what it is now.
The reader gets a real sense of the psychology and sociology of what the firms’ achieved in this market--knowing how this process grew out of social consciousness to become the industry it is today.
Today’s technological impact is written about and AI being a part of all industries must be mentioned and it is in this book. A true forward looking glance, which will be a key factor in how this industry progresses in the future.
This book is well-written and I recommend it for all sorts of business, management and social science classes as well as to anyone who is just looking for a serious and yet fun reading of an important business and cultural topic.
Norman Schwartz
President and COB IVoT Academy
June 7, 2023
This book on luxury stands out by putting the talent and skillset of the craftsman and the artisan at the center of the luxury universe. At this point in history, humanity needs to unite forces to save culture and creativity by saving this endangered minority of such talented individuals behind true luxury and objet d'art.
Displaying 1 - 3 of 3 reviews