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More About This Textbook
Overview
The word "luxury" has almost lost its meaning after being hijacked by a multitude of aspiring commoditites. So what is real luxury? Which are the genuine luxury brands? Who are their customers - and how do luxury brands attract and retain them? Above all, where can the industry turn now that excess is out of fashion?
Fast-moving, entertaining and full of exclusive interviews, Luxury World takes you on a voyage around the luxury universe during a period of change, slipping behind the facades of the world's most sophisticated businesses to show how they function.
Among other destinations, best-selling author Mark Tungate visits: Swiss watchmakers; the Champagne houses of France; the diamond district of Antwerp; the luxury enclave of Monte Carlos; the discreet ateliers of the last craftsmen; a host of brands in Paris - the self-proclaimed capital of elegance.
Editorial Reviews
From the Publisher
"The luxury world is a truly global community. Mark Tungate's new book offers valuable insight into its workings and the psychology of its citizens." - Ye Ying, Editor, The Economic Obsever (China)Product Details
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Meet the Author
Mark Tungate is a journalist specializing in marketing, media, and communication. He is the author of best-selling Fashion Brands, as well as Adland: A Global History of Advertising, Branded Male and Media Monoliths (all published by Kogan Page). Based in Paris, he has a weekly column in the French media magazine Strategies, and writes regularly about advertising, style and popular culture for the trends intelligence service WGSN. His work has appeared in The Times, The Independent and the Daily Telegraph newspapers. He is also the co-author of The Epica Book, an annual review of the best European advertising. In addition, Mark teaches courses about marketing, media and communication at Parsons Paris School of Design. He has addressed conferences around the world and has been on the juries of several advertising competitions. For more information, see www.tungateinparis.com.
Table of Contents
Acknowledgements xi
Introduction: The evolution of luxury 1
1 The dream weavers 11
The road to ready-to-wear
The YSL legacy
The future of couture
2 The last artisans 25
The other side of Florence
The shoemaker’s apprentice
3 Romancing the stones 33
Branding Antwerp
Clarity and conflict
Diamonds by design
A tale of two cities
4 Watching the watchmakers 51
Selling time
5 Auto attraction 61
The Bentley Boys
Marketing to the ‘autocracy’
6 Fractional high-flyers 69
A slice of the good life
Jets for less
7 Super yachts 77
A passion for the sea
How to show boats
8 Haute property 85
The business of villas
9 Deluxe nomads 91
Monte Carlo: the brand
Hotel world
Luxury travel services
10 Art brands 105
Branded collectors
Branded artists
Galleries, auctions and fairs
The sale of the century
11 Upscale retail 123
Serving VIP customers
Springtime for Printemps
12 Digital luxury 135
Luxe meets web: a hesitant romance
The Vuitton case
13 By royal appointment 145
Royal warrants worldwide
Faberge: jeweller to the tsars
14 In champagne country 153
A name to reckon with
Gold beneath the street
Kings, tsars and rap stars
Champagne bubbles over
15 The wines of Paradise 169
Vintage branding
The reign of terroir
16 The chef 181
A brand named Alain Ducasse
17 Well-being 189
Spas: the final frontier
Rehab
18 The knowledge economy 199
Education brands
19 The gift of time 207
Your wish is their command
20 Sustainable luxury 213
Slow fashion
Slow living
Conclusion: the rehabilitation of luxury 221
Treasuring
Social luxury
Analogue snobbery
Disruption from Asia
Guilt-free luxury
References 229
Index 231