Name of the book- Decoding Luxe
Author- Mahul Brahma
Blurb-
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 value for label.
Review-
As a reviewer, picking up this book seemed quite challenging for me. I have read a lot of non-fiction related to success, goals, positive attitude, and so on. But this was a whole new thing to read about.The title of the book itself is very unique. What caught my immediate attention was the name of Ratan N Tata. It didn't take me a minute to realize that I am going on a reading experience of something which I have never been to.
Have you ever gone to a luxury store and felt embarrassed because of the way you are treated or because of the price tags? 'Decoding Luxe' is an attempt by Mahul Brahma to describe this customer-owner relationship and the various levels at which it functions. The rich becomes even more rich and the poor strives to survive, it is the middle class which gets affected by any new introduction in the market.
'All the world's a stage,
And all the men and women merely players.'(As you like it, Shakespeare). Just like the seven ages of man, the author describes a luxury brand as a mere player,its acts being seven ages. And these seven roles are- the infant, the whining schoolboy, the lover, a soldier, the justice, into lean and slippered pantaloon and the second childishness. I like this comparison of man's seven ages with that of a luxury brand's seven ages. This conscious attempt of the author to compare two nonidentical things reflect out the creative nature of the text.
The language of the text is very simple yet it is difficult to apprehend. So many unknown terms and keywords made it bit difficult for me to understand certain extracts from the book. Maybe a reader having commerce background, will find this book an easy read. This book is a bible for all stakeholders of luxury brands who are very few, its target audience also being very less. All those who belong to the group of GIMC(Great Indian Middle Class), should read this book. It will erase out all the presumption related to luxury brands. Pick this book if you always look for value-for-money.
Rating-4.2/5
Buy now- http://www.amazon.in/Decoding-Luxe-Mahul-Brahma/dp/9382665986
Reviewer-Heena Priya (author.heena@gmail.com)
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