Direct from Milano.
The 7 steps to create and sell your brand in the premium and luxury segment. The Luxury Academy method, written by someone who applied it before teaching it. The book is in Italian.
What's in the book.
The account of how a family company in Brianza moved from selling through distribution to the high end of the market, with the numbers, the decisions and the mistakes, and the system that came out of it.
- The story. Where Matteo started, 2009, the crisis, the company that grew while its competitors closed.
- Real cases. Versace and La Piadineria, Gucci and Brioni, Rolex, Acqua Panna and Alfa Romeo, Bottega Veneta, and Matteo's company step by step.
- The rules. How to name a brand, how to calculate a high-end price, why your first showroom must be your own, why marketing is not advertising.
- 355 pages. Second edition, updated in 2021. Print.
From the why to the sale, in order.
One chapter per step, in the order in which they are applied.
Why. Why sell at high prices
Business costs among the highest in Europe, advertising that costs more every year, a company value that depends on the brand. And the internal restructuring you start from: fixed costs, suppliers, people.
Brand. The brand as a tree
Roots, trunk, branches: uniqueness, the code, the products. The five questions, art direction, 200 brands analysed by name, logo and tagline. And how to calculate the price.
Marketing. Stimulating latent demand
Perception in place of reality, envy as a driver of purchase, owned content: photos, videos, testimonials, copy, email.
Distribution. Where the profit explodes
The perfect model, the first company-owned showroom, the online store with a single price list worldwide, remote design.
Publicity. Public relations
How to get into the papers without buying a page: by telling stories and making use of your clients' publicity.
Advertising
Why a luxury brand stays away from search ads, and the inverted pyramid for building a brand on social media, language by language.
Sales
Either we go to the client or the client comes to us: the three appointments, disqualifying, the project built on the budget, the value of direct.
Twenty-five chapters are already on the blog.
Matteo has rewritten the book's main steps as articles, updated to 2026 figures. They are free to read.
Buy the book.
Print edition in Italian, shipped free by express courier in Italy and Switzerland.
Buy the book →€35 incl. VAT · secure payment