Understanding the Marketing Exceptionality of Prestige Perfumes

Contents

List of figures

List of tables

For the professionals

Foreword

Preface

Introducing the authors

1 Moving from a luxury market to a ‘mass-luxury’ market

Quantitative evolution from 1985 to 2015

Moving from an ‘epic era’ to a ‘management era’

2 The principle of affinity and DNA of a brand

The same perfume concept does not work for everyone

3 Motivations for buying a prestige perfume

In-depth results

Knowing brands by knowing affinities

4 Introducing the notion of DNA for a perfume brand

A second and more operational definition of the DNA of a brand

Illustrating the DNA concept

Brand Chanel

Brand Dior

Brand Thierry Mugler

Brand Estée Lauder

Brand Calvin Klein

5 Discovering and pinpointing the brand DNA of five great perfume brands

Unveiling ...