Cult of the Luxury Brand: Inside Asia's Love Affair with Luxury

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Nicholas Brealey Publishing, Dec 7, 2010 - Business & Economics - 320 pages
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With Hong Kong boasting more Gucci and Hermäs stores than New York or Paris, and 94% of young women in Tokyo owners of a Louis Vuitton bag, the Asian consumer is a new target for brand-creation. TheCult of the Luxury Brand illuminates the mysterious inner workings of Asia’s love affair with luxury for business professionals and intrigued consumers alike.

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How and Why
A Love Affair with Luxe
Finding Meaning in an LV Bag
What and Where
Japan An Insatiable Yen
Hong Kong and Taiwan Yin and Yang
China From Mao Suits to Armani
South Korea Indebted to Luxury
India The Next China?
Behind the Cult
How the Cult Is Created
Advent of the Genuine Fakes
The Future of Luxury

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About the author (2010)

Radha Chadha is one of Asia s leading marketing and consumer insights experts. After working with top advertising agencies JWT, Ogilvy & Mather, Grey Worldwide, and Bates Asia, Radha established her own brand consultancy in 2000 in Hong Kong( She has held senior strategic planning positions, and led the thinking on brands such as HSBC, American Express, British Airways, Glaxo Smith Kline, and Mandarin Oriental. Radha is a faculty member of the prestigious Tsinghua Ogilvy Branding States Program, a collaborative effort between Beijing's Tsinghua University and Ogilvy & Mather. She has an MBA from the Indian Institute of Management, Ahmedabad, with a specialization in Marketing, and a BA in Math from St. Stephen's College, New Delhi.

Paul Husband is one of Asia's leading retail center planning and development consultants. He arrived in Hong Kong in 1988and began his career as marketing manager for Pacific Place, often referred to as the region's most successful retail centre. Paul and his company work with clients in Hong Kong, Singapore, Taiwan, China, Korea, India, the Philippines, and Thailand, and publish an annual report on the growth of luxury brands in China ( Paul is an Asian faculty member of the International Council of Shopping Centres and a member of the Washington-based Urban Land Institute. He lives in Hong Kong with his wife and a large walk-in closet.

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