The Cult of the Luxury Brand

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THE BOOK

THE CULT OF THE LUXURY BRAND

Paul Husband is the co-author of industry tome “The Cult of the Luxury Brand”. Examining the scale and potential of the Asian luxury goods market as well as the attributes of individual countries, the book was ahead of its time when first published and continues to provide useful insights today. “The Cult of the Luxury Brand” is now in its 5th print run and is available in several languages.

Well researched and highly readable, this book goes
well beyond merely documenting the luxe phenomenon in Asia.
It explains how cultural concepts such as guanxi, conformity and
kiasu are given their spiritual edge today through the way.
luxury brands are used as personal props.
It is a fascinating read, and adds texture and flabour to
understanding how the Asian century is taking shape. Mark Blair, author of 360 Brand in Asia, President – International Clients,
Ogilvy & Mather Asia Pacific
The authors have delved into the psyche and the motivation of
the most fascinating consumers in the world.
This book is an invaluable tool for investors and
managers to understand the path ahead
for luxury in Asia. Sagra Maceira de Rosen, Managing Director of Reig Capital Luxury & Retail,,
former Head of Luxury Goods Equity Research, JP Morgan
Luxury brands have become a cult in many Asian markets.
In this superb book, Chadha and Husband describe the economic, social
and cultural forces that have fueled this trend.
Through a series of case studies and insightful analyses
they highlight new marketing tools that companies are
successfully implementing to create and build this luxury cult.
This is a must-read book for executives who want to
build their luxury brands in the booming Asian markets. Sunil Gupta, Professor of Marketing, Harvard Business School
A fascinating and informative ride through cities like
Hong Kong, Shanghai, and Tokyo.
There is no other place in the world where luxury is
the currency of power than Asia, where what you wear
speaks volumes about who you are.
The Cult of the Luxury Brand is a must-read for anyone
who is looking to enter the retail development market in Asia,
an invaluable tool in understanding the psychology of the
Asian consumer. Bertrand Pellegrin, Marketing Director of Lane Crawford
Excellent and timely. The Asian market is red hot,
and by focusing on the luxury brand, we can better understand
the rapid social changes taking place in Asia today.
A great topic, one that professionals in many fields
want to know more about.
It's happening now - and Chadha and Husband have got the story,
in a way that the competition does not.
It's 'hands-on', accessible, informative, professional and lively. Dr Kaori O'Connor, leading anthropologist on material culture and fashion,
and author of The Way We Wear
Fascinating. The Cult of the Luxury Brand is the first insightful
exposition of this dramatic re-framing of traditional Asian values.
It is full of insight and vital source material for anyone
interested in understanding modern Asians. Miles Young, Chairman of Ogilvy & Mather Asia Pacific

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