Decoding Luxe explores various facets of luxury brands, taking
a strategic, behavioural, historical, experiential, demographical,
psychological, dynamic, mechanical, and philosophical look at
what constitutes luxe or dazzle.
This book is a bible for all stakeholders of luxury brands –
owner, custodian, retailer, connoisseur as well as student –
helping them understand and formulate, with a historical
perspective, an effective strategy for conceiving, positioning,
placing, promoting and pricing these luxury products.
It is all about finding the magic potion for a brand’s success with
luxe in India, who always look for value-for-money or valuefor-