About the Author: Marco Bevolo is Lecturer in International Leisure Management / Sciences at NHTV University of Applied Sciences, The Netherlands, and an independent consultant. As Director at Philips Design, he worked on the set up and launch of CultureScan and in areas of urban futures programs and foresight. He graduated from the University of Turin (Psychology major) and started his career at Italdesign Giugiaro. He is co-author and contributor to some 35 articles, conference papers and books on design, branding and trends. He published his first independent book, "The Golden Crossroad", in 2009.
Dr Alex Gofman is an accomplished consumer research executive, scholar and author with a strong portfolio of successes for major global clients. With well over 100 publications, he is widely published and recognized internationally for contributions to consumer intelligence. Alex is an Associate Professor of Marketing at Pace University teaching graduate courses. He is a co-author of the award winning Selling Blue Elephants book (Wharton School Publishing) translated into 14 languages. Alex is a frequent speaker at international conferences and a guest lecturer at universities around the world.
Dr Howard Moskowitz is President of Moskowitz Jacobs Inc. He is a well-known experimental psychologist in the field of psychophysics and an inventor of world-class market research technologies. He graduated from Harvard University with a Ph.D. in experimental psychology; and Queens College (New York) with degrees in mathematics and psychology. Dr. Moskowitz has won numerous awards, including the 2010 Walston Chubb Award for Innovation and the Charles Coolidge Parlin Marketing Research Award. He frequently speaks at scientific and market research conferences; he is a guest lecturer at leading business schools. He has written/edited eighteen books, including the internationally acclaimed Selling Blue Elephants, has published well over 300 articles and serves on the editorial board of major journals.
Reviews: 'I found this book to be a very useful and readable guide to what the luxury market is and what it will become and a very good primer on how to anticipate the luxury market of the future.'
– Arnold Brown, Chairman, Weiner, Edrich, Brown, Inc., New York
'Marco Bevolo, Alex Gofman and Howard Moskowitz show us the way to tomorrow’s High End by talking to experts from around the world to learn from them, listen to consumers to practically evaluate what it means and deliver the insights to all of us to get started today. Known as industry experts and innovators around the world, the authors accelerate our learning and practically invite us to a better world for all, by design…Enjoy!' – Laurent Flores, CEO, CRMMetrix, Paris, France
'How to get customers? How to lose customers? How to create a new brand from one hundreds of years old or a new idea? This and much more makes Premium by Design a literal playbook for senior management and marketing personnel for companies large and small. The real life examples bring the lessons to life, anybody who reads this book will come away with numerous ideas they can use in their businesses.' – Doug Gollan, President and Editor in Chief, Elite Traveler, New York
'Premium by Design is an excellent source of insights and learning about the increasingly important but little understood mass luxury market. It’s that rare sort of book that combines rigorous research with thought provoking views on the future while wrapping it all together in a thoroughly engaging writing style. The authors also deserve credit for including China in their analysis as it will likely be – if it’s not already – the primary battleground for tomorrow’s high end spending.' – Jim Sailor, Managing Director, TNS Greater China, Shanghai
'Premium by Design is a thoroughly researched, well argued and well presented study that combines a rigorous identification of important trends for the future, with new insights. As a result it is a must read for anyone in this market, or aspiring to it.' – Bruce Lloyd, Professor Strategic Management, South Bank University, London
'The book integrates not only the insights of 70 experts, but also cleverly refocuses our attention on the end-users -- the people that are attracted to the High End -- by means of their stories, aspirations and preferences, thereby allowing the authors to articulate a new, experience-based vision for the future of the industry. A must-read for anyone conceiving, developing and marketing higher-end consumer products and services!' – Michele Visciola (President), Mark Vanderbeeken and Jan-Christoph Zoels, Experientia, Turin
'A valuable book offering a unique insight, exploring case histories and various expert view points with actionable tools to achieve Future High End success, making this an easy read appealing to a wide audience. Highly recommended!' – Pascale Emalan, fr. Marketing and Market Research Director, Takasago, Paris
'Inspiring like delicious tapas from the molecular kitchen - this book contains a bouquet of visionary ideas which contributes to a holistic design experience. It gives us a vivid taste of creativity for more High End substance in our lives.' – Wolfgang Mueller-Pietralla, Head of Future Research, Volkswagen Group, D
'The definition of luxury lies in the eyes of the beholder – not only in the depth of his or her pockets. Hence pinpointing the meaning of luxury is a matter of mastering sociological, cultural, psychological and aesthetical insights on a global level. Which is exactly what this book does, through a coherent, structured and easy-to-read series of interviews and analysis. A pleasurable read hence turns into a very useful tool for fostering new business creations and for using design and style in a strategic and innovative way.' – Laura Traldi, interior design freelance journalist
(Interni, Mondadori Publishers), Milan
'Where there is a group of humans, there is a story that binds them together. Premium by Design tells the story of luxury – authenticity, consistency, exclusivity, innovation and tradition. Luxury brands that ignore the roadmap in this book do so at their own peril. It should sit on the desk of every brand manager and brand marketing manager, and they should refer to it daily.' – T. B. (Mac) McClelland, Jr., President & CEO, The Luxury Marketing Council (Middle East), Dubai
'In all my years associated with "luxury" I have never read a book that articulates so well the business opportunities that are emerging through a systematic approach to developing ‘high end’ propositions. It’s abundantly clear that customers want high end. I believe this book will be of real practical help to people who are seeking to make their businesses, brands & products lead in this profitable market segment, rather than follow or get beaten.' – Peter Lavers, fr. Managing Director, Customer Futures (an Ogilvy company).
'Premium by Design is a “must-read” for experts looking to update their notion of what luxury means today. From thorough evaluation of premium brands to insightful interviews with luxury brand architects, this unique survey demonstrates the intricacies of the high end market and its transformative nature as it adapts to the fast-paced changes of the 21st century.' – Angel Chang, fashion designer, NYC, Winner of the Cartier Women’s Initiative Award.