Campuzano García, S. (2019). La fórmula del lujo: un modelo para la creación de marcas, productos y servicios. LID Editorial, 320 pp.

Abstract

Giorgio Armani once said that «elegance is not about standing out but about being remembered». I will remember this book very much, which introduces you little by little into the universe of luxury. Campuzano clearly highlights the «chaotic» direction it has been taking in recent years and describes the way in which strategic marketing has become the main tool for brands to innovate in a changing environment. She embarks the reader on a journey of initiation, with the objective of searching for the ingredients that will allow the construction of the luxury formula. Her book aims to be a «compass for building luxury brands». The word «interesting» is not quite elegant enough for this book.