Accueil > Luxury markets and consumers in Asia (China, Japan)

OMKG 2510A - Luxury markets and consumers in Asia

Type d'enseignement : Elective

Semester : Spring 2017-2018

Number of hours : 12

Language of tuition : English



Course Description

Asia has been the largest continent for decades already. Japan hosts more luxury stores than any other country in the world, and Chinese account for 1/3 of worldwide luxury sales, 75% of which being made outside China. Yet if Asian luxury markets and consumers are so central for the luxury business, do we really understand - and leverage best - “Asia's love affair with luxury”? Luxury products don't answer needs, they fulfill desires. And if needs are universal, desires are socio-cultural. We will therefore mix a business (data) and a socio-cultural (insights) approach to understand how luxury brands have success with Asian markets and Asian consumers.


SIBONI, Jonathan B. (President, Luxurynsight SAS)

Course validation

Individual presentation: 20%. Class summary (in duo): 20%. Individual essay (8 pages, to be handled on last class): 60%.

Required reading

  • Argent, Fortunes et Luxe Asie, Bouissou, Siboni, Zins, Philippe Picquier, 2013
  • The Bling Dynasty, Erwan Rambourg, Wiley, 2015
  • Kapferer on Luxury, Jean-Noel Kapferer, Kogan Page, 2015
  • Les religions et le luxe, Pascal Morand, IFM / Ed. Regard, 2012
  • Esthétique du quotidien Japon Collectif (direction Bouissou), IFM / Ed. Regard, 2010

Additional required reading

  • Les religions et le luxe, Pascal Morand, Editions du Regard, 2012
  • Luxe Trotter, Christian Blanckaert, Cherche Midi, 2012
  • 100 Mots du Luxe, Christian Blanckaert, PUF, Que sais-je ?, 2010
  • The Luxury Strategy, Vincent Bastien, Jean-Noël Kapferer, Kogan Page, 2012
  • Economie du Luxe, Franck Delpal, Dominique Jacomet, DUNOD, 2014
  • Le Grand livre du Luxe, Jean Castarède, Eyrolles, 2013
  • Cult of the Luxury Brand, Radha Chadha, Paul Husband, Intercultural Press, 2007
  • Louis Vuitton Japon, Kyojiro Hata, Assouline, 2004
  • Luxury China, Michel Chevalier, Pierre Lu, Wiley & Son, 2009
  • La Chine et le Luxe, Jacqueline Tsai, Odile Jacob, 2008