Real Luxury examines what a 'luxury brand' is from economic, sociological and psychological standpoints. It spells out the challenges the industry is facing and puts forward a new, practical model aimed at reviving and protecting luxury brands, based on the authors' hands-on experience in the industry.

In recent times, the advent of new technologies, the concerns about sustainability, and the new tastes of the youngest generations of luxury consumers have affected the traditional dynamics of the luxury goods markets. These emerging issues have caused significant changes in the marketing of luxury goods. Sustainable development is not a new practice in the luxury market but is of increasing importance. The real challenge is for luxury companies to overcome the residual corporate social responsibility perspective to embrace a real integration of environmental, ethical, and social concerns into the corporate strategy. Integrated output and sustainable processes, the introduction of non-financial reporting as operational practice, and a new orientation to circular economy practices are emerging issues that still today request for a deeper exploration both on the academic and managerial point of view. Digitalization is another relevant issue that is reshaping the business model of luxury companies. Big data, blockchain, omnichannel experience, and digital customer experience represent the main digital challenges that luxury brand companies are facing nowadays. Luxury brands must keep up with these digital demands and sustainability concerns to maintain their position in the global market. Developing Successful Global Strategies for Marketing Luxury Brands upgrades the most relevant theoretical frameworks and empirical research about the marketing of luxury goods. This book is focused on contemporary issues affecting luxury industries such as digital transformation (blockchain, big data, analytics, innovation processes), sustainable development, changes in luxury consumers’ behavior, integration between physical and online channels, and the development of social media marketing strategies. Chapters will cover areas of marketing, management, buyer behavior, and international business, creating a multidisciplinary approach for this book. This book is ideal for scholars, local government agencies and public bodies, managers, luxury business owners, along with practitioners, stakeholders, researchers, academicians, and students who are interested in emerging issues affecting the luxury market, such as sustainability and digital transformation.

The 2008-2009 market meltdown and house price collapse has resetthe credit and property cycles, and smart investors are now lookingfor the upside. But Where Will the Next Bull Runs Come From, and How CanInvestors Take Advantage? The world is now facing staggering change, including exponentialperformance growth in many technologies. We can expect computersthat are smarter than people, self-driven cars and a trulyintelligent Internet. We are also facing a biotechnologicalrevolution enabling personalized medicine, fourth generationbiofuels, radical extension of human life expectancy, exponentialgrowth in farm yields, and even the recreation of extinct species.Furthermore, our energy sector is facing a complete transformationwhich will eventually make our energy supply limitless. Meanwhile,our population will grow, age and urbanize, and - largely due toemerging market growth – global purchasing power will havequadrupled by 2050. What will this mean for commodity prices, theenvironment and growth sectors such as real estate, global financeand luxury? Supertrends explains not only what will happen, but alsohow and why. Having himself run several hugely profitable fundsthrough seeking out long term opportunities and having set up andsold several award winning technology and new media companies,author Lars Tvede shows readers how to identify and profit from theinvestment opportunities of the future. If you need to be preparedfor the rest of your life, this is the book for you.