Luxury Marketing

“Luxury yachting offers private and exclusive experience which suits the demand of sophisticated customers of the 21st century. As the global tourism industry is embracing the next normal post COVID-19 pandemic, this book appears at the most opportune moment, as it offers a comprehensive insight of the potential of luxury yachting as a tourism product. The richness of the book is attributed to its wide geographical span of case studies from Australia and South-East Asia to the Mediterranean and the Americas. The book will definitely delight readership in quest of knowledge on luxury yachting and be of added value to professionals, academics and DMOs seeking to bring innovation in their tourism offer.”

"Luxury is a necessity that begins where necessity ends." These words, spoken by Gabrielle Coco Chanel in the early twentieth century, remain as true as ever in our current society. Luxury fashion has seeped into every sphere of our consumer society. It has become the norm to aspire towards attaining the delectable goods of brands like Louis Vuitton, Gucci, and Dior. This desire is further heightened by the fact that fashion has been made more available to the masses by brands like H&M and Zara who continuously offer luxury-style goods at lower prices.

The general market for luxury goods has become stagnant. Given the new economic reality of the early 21st Century - not to mention the all-important new demographics of the new century - it s bad business to continue to rely on luxury s traditional customer base to support sales, or on tired marketing strategies and tactics.

The general market for luxury goods has become stagnant. Given the new economic reality of the early 21st Century - not to mention the all-important new demographics of the new century - it s bad business to continue to rely on luxury s traditional customer base to support sales, or on tired marketing strategies and tactics.

Presenting a vision of the luxury sector and its management, this edited book describes “the new luxury” through a comprehensive view of the value chain, from concept to market. The authors argue that the main characteristics of “luxury”