Intro; Foreword; Reviews; Acknowledgments; Introduction; Contents; 1: Understanding Luxury Shoppers; 1.1 Introduction; 1.2 Who Are the Luxury Shoppers? The Golden iPhone Case; 1.2.1 Meet the Tuhao; 1.2.2 The Rise of Chinese Millionaires; 1.2.3 Gold and Other Preferences; 1.3 Hormones, Male-to-Male Competition, and Luxury; 1.3.1 Testosterone and Ornaments; 1.3.2 Dress to Impress; 1.3.3 Sex Ratio and Rivalry; 1.4 Luxury Is a Vibrating Industry; 1.4.1 The Sense of Vibration; 1.4.1.1 Sound Is a Vibration; 1.4.1.2 Touch Is a Vibration; 1.4.1.3 Vibrator Profiles 1.4.2 A Signature Sound: The Harley Davidson Case in India1.4.3 Luxury Watches and Other Complications: The Jaeger-Lecoultre Case; 1.4.4 A Silent Success: Tesla Motors; 1.4.5 Brand Naming: The Ermenegildo Zegna Case; 1.4.6 Vibrator Profiles: Business Applications; 1.5 Profiling Luxury Shoppers; 1.5.1 Profitable Customers: The American Express Case; 1.5.2 A Seamless Service: The Blacksocks Case; 1.5.3 The Personas Framework: The BMW Case; 1.6 Take-Aways; References; 2: Identifying Profitable Markets; 2.1 Introduction; 2.2 What Do Luxury Shoppers Want? The Superyacht Case 2.2.1 Welcome On-board2.2.2 UHNWIs and Yachting; 2.2.3 Meet the Sheikh; 2.3 Neurosciences, Status-Seeking, and Luxury Markets; 2.3.1 The Need for Luxury Is Physiological; 2.3.2 Status-Seeking and Geographical Area; 2.3.3 Luxury Shoppers ́Drivers; 2.4 Luxury Is All About Motion; 2.4.1 The Sense of Motion; 2.4.1.1 Motion Receptors and Internal Mechanics; 2.4.1.2 Neuro-muscular Control and Super Powers; 2.4.1.3 Motion Profiles; 2.4.2 Free-Riding and White Powder; 2.4.3 The Rise of Moncler; 2.4.4 Ganbei with Moutai; 2.4.5 Motion Profiles: Business Applications 2.5 Turning Luxury Features into Customers ́Benefits2.5.1 Stella McCartney: A Designer with an Opinion; 2.5.2 The Benefits Framework: Dyson and the Contrarotator Enigma; 2.6 Take-Aways; References; 3: Finding the Right Positioning; 3.1 Introduction; 3.2 How to Design ``Must-Have ́́Luxury Items? The Designer Bag Case; 3.2.1 The Fashion Accessories Frenzy; 3.2.2 From Bags to Pockets; 3.2.3 Which Bag Bitch Are You?; 3.3 The Physiology of Female-to-Female Competition; 3.3.1 Relational Aggression; 3.3.2 Becoming the Alpha Female; 3.3.3 Ornaments, Ranking, and Luxury 3.4 Luxury Is All Black-and-White (with a Pop of Color)3.4.1 The Sense of Colors; 3.4.1.1 Color Profiles: The Derval Color Test; 3.4.1.2 Cones, Rods, and Melanopsin Receptors; 3.4.1.3 Countries, Vision, and Color; 3.4.2 When Street Meets Luxury: The Y-3 Case; 3.4.3 Bold Colors and Affordable Luxury: The Kate Spade Case; 3.4.4 Blending in or Standing Out? The Color Lenses Case; 3.4.5 Color Profiles: Business Applications; 3.5 Spotting the Right Positioning; 3.5.1 Identifying the Real Competitors: The Porsche Case; 3.5.1.1 The Position Map Framework: The Nespresso Case.

This book shows how to build successful luxury brands using the power of sensory science and neuro-physiology. The author introduces – based on inspiring business cases like Tesla, Louis Vuitton, Chanel, Hermès, Moncler, Louboutin, or Sofitel in industries such as Fashion, Automotive or Leisure – groundbreaking scientific methods - like the Derval Color Test® taken by over 10 million people - to predict luxury shoppers’ preferences and purchasing patterns and illustrates common and unique features of successful luxury brands. Through various practical examples and experiments, readers will be able to build, revamp, or expand luxury brands and look at luxury from a new angle.