The Luxe Dip - A Glimpse into the Basics of Luxury  (Paperback, Jyoti Das, Arun Mittal)

The Luxe Dip is a book which takes the readers into a fascinating journey of the basics of luxury with fictional anecdotes as its anchor to explain the concepts and the luxury industry in general. The success of luxury goods is a function of its history, heritage and iconic brand stories which enhances the consumer desire to buy. The authors have used this storytelling and anecdotal approach in the book to make it interesting for its readers to buy and read both in its paperback and in its digital format. The book is based both on primary and secondary research. Success in the luxury industry needs appropriate skill set and knowledge. The LUXE Dip is a handbook full of luxury brand stories. It aims to enhance both knowledge and skill set of its readers. The two main fictional characters in the book around whom revolves some anecdotes which are used as an approach to convey true stories about the luxury brands. The two central characters are one who is an industry practitioner and his dear friend who happens to be a professor of luxury marketing. The book reflects the close interaction of both friends and their contribution to the explanation of the concepts intertwined with brand stories.