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In today’s Asia, you are what you wear, declares www.cultofthe luxurybrand.com , a site devoted to The Cult of the Luxury Brand by Radha Chadha and Paul Husband . The book explores “how and why an amazing ‘luxeplosion’ is rocking Asia, sweeping up not just the glitzy upper crust, but secretaries toting their Burberry bags, junior executives sporting Rolex watches, and university students in Ferragamo shoes.”
To N. Chandaramouli, CEO of Mumbai-based Trust Research Advisory, the book explains itself well in a single line given on its cover – Inside Asia’s Love affair with Luxury. “I found the subject is fascinating because it shows how and why luxury sells – something not everyone understands,” he adds.
“It is my second reading of this book and the book speaks about the seemingly unending demand for luxury (despite several downturns), and it gives an opportunity to benchmark these strategies for other brands. The learnings from the book are extremely relevant because it is one of the few books that shows research based on Asian markets, and brings strong references to the India market as well. The research in the book compares stages of the Asian countries in luxury growth, giving a better insight into the general consumer topography of Asia as well.’
“One intriguing factor which this book reveals is how the demand for luxury goods is inversely proportional to its price, and how consumer demands ‘hidden value’ in the purchase of luxury. The book is a journey into every consumer’s mind and it greatly increases understanding of human beings, and why they do what they do.”
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