Description
Book SynopsisChanel 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 essenti
Trade ReviewA compelling and engaging read on the basics of the luxury industry! -- Dr. Annamma Joy, The University of British Columbia, Canada
Providing a business management and historic perspective, the book provides an excellent accompaniment to the numerous texts that focus on luxury marketing and branding. -- Dr. Ruth Marciniak, British School of Fashion at GCU London, UK
Table of ContentsAcknowledgements Introduction
PART I: THE BIRTH OF THE GLOBAL LUXURY INDUSTRY 1. Globalization of Markets French Leather Goods Exports Accessing the Japanese Market Accessing the Chinese Market Democratization of Luxury and Globalization Conclusion
2. The Dominance of Big Business A Key Resource: Money The Dominance of European Societies Sectoral and National Specialization Conclusion
3. New Marketing Strategies Based On Brand Heritage History, Heritage and Storytelling The Rise of a Luxury Brand In The Global Market: Christian Dior Building the Dior Heritage Conclusion
PART II: THE ACTORS OF THE GLOBAL LUXURY INDUSTRY 4. A Dominant Player —The Diversified Conglomerates Moët Hennessy–Louis Vuitton (LVMH) Compagnie Financière Richemont Kering The Competitive Advantage of Luxury Conglomerates Conclusion
5. The Independent Family Business —Italian Fashion From Haute Couture to Fashion Group: Giorgio Armani Characteristics of The Italian Fashion Industry A Large, Diversified Luxury Company: Ermenegildo Zegna A Small Specialist Fashion Company: Aeffe The Failure of Italian Family Capitalism: Gucci And Bulgari Conclusion
6. Industrial Groups A Giant in the Cosmetics Industry: L'Oréal A Producer of Luxury Accessories: Luxottica The Challenge of Perfumery and the Rise of Inter Parfums Conclusion
7. Brands with Deep Regional Roots The World's Largest Jeweller: Chow Tai Fook Jewellery From Watches to Jewellery: Titan Industries Japanese Cosmetics Manufacturers Conclusion
8. The New Luxury Brands Revival of "Sleeping Beauties": Blancpain The Rise of Casual Luxury: Ralph Lauren Technological Innovation as a Source Of Luxury: Hublot And Richard Mille Conclusion Conclusion Bibliography
