Chanel suits, Louis Vuitton bags and Omega watches are now objects that embody a globalized material culture. Over the past 30 years, the luxury goods industry has undergone a tremendous expansion around the world. However, it remains largely dominated by European companies, ranging from diversified conglomerates such as LVMH and Richemont to independent companies such as the Italian fashion houses Armani and Ermenegildo Zegna, and industrial groups like Swatch and L'Oréal or new start-ups such as Richard Mille. How and why did these companies succeed? How did they manage to transform a sector previously dominated by small family firms into a global big business?
Selling Europe to the World presents the development of the global luxury goods industry from the 1980s to the present day. It highlights the strategies implemented by a new generation of entrepreneurs and explains, beyond the glamorous image conveyed by luxury brands, the sources of success of these firms. An essential book for understanding the success of the contemporary luxury industry.
eBook - ePub
Selling Europe to the World
The Rise of the Luxury Fashion Industry, 1980-2020
- 184 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
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Information
Table of contents
- Cover
- Half-title Page
- Title Page
- Contents
- List of Illustration
- Acknowledgements
- Introduction
- Part I The Birth of the Global Luxury Industry
- 1 Globalization of Markets
- 2 The Dominance of Big Business
- 3 New Marketing Strategies Based on Brand Heritage
- Part II The Actors of the Global Luxury Industry
- 4 A Dominant Player—The Diversified Conglomerates
- 5 The Independent Family Business—Italian Fashion
- 6 Industrial Groups
- 7 Brands with Deep Regional Roots
- 8 The New Luxury Brands
- Conclusion
- Notes
- Bibliography
- Index
- Copyright
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Yes, you can access Selling Europe to the World by Pierre-Yves Donzé in PDF and/or ePUB format, as well as other popular books in Business & Fashion Design. We have over 1.5 million books available in our catalogue for you to explore.