Abstract
In this chapter, we investigate the neuroscience behind status-seeking, the sense of motion, and the different reactions towards luxury from one country to another, with the Moncler, Stella McCartney, and Yacht case. We will use the Benefits framework to predict and address luxury shoppers’ most hidden demands.
“You shouldn’t be that ambitious. Set a small target first,
like earning 100 million yuan (15 million USD).”
Wang Jianlin, China’s richest man (Dan, 2016)
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Notes
- 1.
Means “Cheers” in Mandarin.
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Derval, D. (2018). Identifying Profitable Markets. In: Designing Luxury Brands. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-319-71557-5_2
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