About the contributors01 Definitions of luxury and key facets of luxury brandingEleonora CattaneoWhat is luxury? A never-ending debateThe evolution of luxuryIs luxury an industry?The contemporary luxury paradigmEvergreen issues in luxuryReferences and further readingPART ONE LUXURY: A CHANGING PARADIGM?02 The evolving meaning of luxury brands and a framework for creating modern prestigeJ. P. KuehlweinIntroductionLuxury brands as part of the economy, society and providers of identity, distinction and ecstasyDoes luxury branding need a `total reinvention'?Dream-do-dare - a framework to understand how modern prestige brands create meaningChapter summaryReferences03 Luxury trends accelerated by the Covid-19 pandemicGlyn AtwalBrand purposeDigital luxuryDestination ChinaWell-beingSummaryReferences04 The environmental and social impact of luxury: consumer concerns and practicesYan Sun and Rachel Wang IntroductionGlobalization, sustainability and luxury businessesSustainability at the product, process and supply chain levelsLuxury, environmental and social issuesThe dark side of the luxury businessCase studiesChapter summaryReferencesPART TWO MANAGING LUXURY BRANDS TODAY05 Sustainable luxury and circular economyYan SunAn overview of sustainability and luxuryThe academic perspectiveThe industry perspectiveSustainable practiceAn overview of circular economyCircular model and luxuryCritiques of circular economyChapter summaryNotesReferences06 Advances in digital: new opportunities for luxury retailNicoletta GiustiTiziana TintLuxury brands and the e-commerce revolution: a controversial love storyLuxury and technological innovation: from TikTok to the Metaverse - the challenge of new platformsChapter summaryReferences07 Developing profitable customer relationships through AlAnnalisa Tarquini-PoliPhil KlausIntroductionAI and the evolution of consumer decision makingThe evolution of AIFrom the search for information to a decision-making tool: a new customer's journeyDigital disruption in choice: e-commerce evolutionThe phygital environment: where artificial intelligence and augmented reality meetHow AI is transforming digital marketing strategiesImplications and opportunities for service marketing professionalsConclusionReferencesPART THREE NEW DIRECTIONS IN LUXURY BRANDING08 Luxury in the Metaverse: The five forces of value creation for luxury brands in the MetaverseAlessandro BrunAlessandro DonettiA technical introduction: blockchain, NFT and other digital devilish thingsFrom the attention economy to the creator economyThe five competitive forcesNotesReferences09 The `brand origin' dilemmaGlyn AtwalKlaus HeineConceptual definitionsThe strategic case for CoBCoB strategiesLuxury made in an emerging marketCoO - an outdated concept?ConclusionCase studyReferences10 The niche world of ultra-luxury brands: A unique set of customers and how to act differently to serve themMatteo AttiIntroductionThe world of luxury marketing is actually a universeThe growing space in uber luxury - and how niche brands can take advantageIt's time to change perspectiveWhere and how should niche brands look to invest?How the modern UHNW marketer should look and behaveGeneration next and new nichesConscious consumption - purpose in practiceMaking business marketing personalListen, observe, adapt and engageBusiness casesReferences11 The old is the new `new': Emerging business models in the luxury field: renting and resaleRoberta CrespiAlice GuzzettiIntroductionNew business models in the luxury fieldImplications for the luxury consumerMotivations to adoptBarriers to adoptionImplications for luxury brandsKey points in the fashion collaborative consumption value chainRentingResaleConclusionsReferences12 Future industry developments: Experiential luxury, extreme personalization and bringing back the human factor in luxury brandingAlessandro BrunThe luxury industry in the years of Covid-19Changes in consumer behaviourHow did brands react?Future developments in the luxury sectorCase studiesReferencesIndex