ANKITA AGRAWAL
How does a luxury brand decide whether to raise prices, reduce distribution, launch a new category, enter a new market, or deliberately limit growth?Why do some brands command extraordinary desirability for decades while others disappear despite having superior products?Behind every collection, pricing decision, expansion strategy, inventory plan, marketing campaign, and luxury experience lies a complex web of economic trade-offs, strategic frameworks, consumer insights, and business decisions that most consumers never see.The Economics of Desire takes readers inside the strategic engine room of the fashion and luxury industry.Drawing from economics, management consulting, luxury strategy, consumer intelligence, merchandising, pricing, branding, and business analysis, this book unpacks how some of the world’s most influential brands make decisions in environments defined by uncertainty, changing consumer preferences, competitive pressure, and immense financial stakes.This is not a book about fashion trends.It is a book about how strategic decisions are made.Through real-world business scenarios, practical frameworks, structured thinking models, and industry-inspired case discussions, readers will learn how professionals approach questions such as:• How do luxury brands grow without losing exclusivity?• When should a company increase prices-and when should it resist the temptation?• How are merchandising, inventory, and assortment decisions made across global markets?• What happens when a collection underperforms expectations?• How do brands measure desirability, not just sales?• How do executives balance creativity with commercial performance?• How are consumer insights translated into profitable business decisions?• What frameworks can be used to solve complex strategic problems in fashion and luxury?More importantly, readers will learn how to think through these problems themselves.Rather than offering simplistic answers, The Economics of Desire reveals the analytical processes, decision frameworks, and strategic reasoning used by industry professionals to navigate some of the most challenging questions in business.Whether you work in the industry, are a strategist, entrepreneur, marketer, business student, luxury enthusiast, or simply fascinated by how iconic brands are built and managed, this book offers a rare look into the economic and strategic forces that shape one of the world’s most influential industries.The most valuable lessons in business are often hidden from public view.This book opens the door.
