This book, the second installment following the successful first edition, demonstrates how to construct thriving luxury brands by leveraging the influence of sensory science and neuropsychology. The author showcases compelling business cases, including Tesla Cybertruck, Chanel, KaDeWe, Baccarat, JACQUEMUS, NASA, MUD Jeans, Lilium, Rémy Cointreau, FENG J, Moncler, Louboutin, and Raffles Dubai, spanning industries such as Fashion, Automotive, and Leisure. The book emphasizes pioneering scientific methods, such as the Derval Color Test taken by over 30 million people, which forecast the preferences and purchasing patterns of luxury shoppers. It also illustrates the common and distinctive features of successful luxury brands. Through various practical examples and experiments, readers will gain the ability to build, rejuvenate, or expand luxury brands, approaching the concept of luxury from a fresh perspective.weiterlesen