Luxury World: The Past, Present and Future of Luxury Brands

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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.

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Editorial Reviews

From the Publisher
"A tour de force on the evolution of luxury, from logo-driven excess to the rediscovered treasures of discretion and taste. In his scrutiny of many different brands, Mark Tungate shows that savoir faire, not flash, is what counts. A beautiful and compelling book for readers who have moved beyond bling to a luxury that lasts." —Stuart McCullough, Head of Sales and Marketing, Bentley
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Product Details

  • ISBN-13: 9780749452636
  • Publisher: Kogan Page, Ltd.
  • Publication date: 11/28/2009
  • Edition description: New Edition
  • Pages: 260
  • Sales rank: 998,922
  • Product dimensions: 6.40 (w) x 9.30 (h) x 1.00 (d)

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

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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   


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


            Social luxury    

            Analogue snobbery       

            Disruption from Asia    

            Guilt-free luxury           

References  229

Index     231

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