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

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

by Mark Tungate
     
 

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The word "luxury" has almost lost its meaning. Once used to describe genuinely prestigious products or places, the concept of luxury has been hijacked by a multitude of aspiring or overpriced commodities, from foot spas to chocolates. So what is real luxury? Which are the genuine luxury brands, and how have they reacted to the rise of the "mass luxury" sector?

Overview

The word "luxury" has almost lost its meaning. Once used to describe genuinely prestigious products or places, the concept of luxury has been hijacked by a multitude of aspiring or overpriced commodities, from foot spas to chocolates. So what is real luxury? Which are the genuine luxury brands, and how have they reacted to the rise of the "mass luxury" sector? What strategies do they use to lift themselves into the realm of the truly elite? Who are their customers - and what kind of lives do these remarkable people lead? How do luxury brands attract and retain them? And above all, where can the industry turn now excess is out of fashion? With wit, accuracy and insatiable curiosity, Luxury World takes us on a voyage around the luxury universe, slipping behind the façades of the world's most sophisticated businesses to show the reader 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 Carlo, the discreet ateliers of the last craftsmen and a host of brands in Paris - the self-proclaimed capital of elegance. Along the way, he uncovers the true face of today's luxury industry.

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

Product Details

ISBN-13:
9780749458560
Publisher:
Kogan Page, Ltd.
Publication date:
10/03/2009
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
272
File size:
6 MB

What People are saying about this

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)

Meet the Author

Mark Tungate is the author of the best-selling Fashion Brands, Adland and Branded Male, all published by Kogan Page. Based in Paris, he is a journalist specializing in media, marketing and communication. He writes regularly about advertising, style and popular culture for the French media magazine Stratégies and the trends intelligence service WGSN. His work has also appeared in The Times, The Independent and The Telegraph, as well as the magazine CNN Traveller. He is a copywriter for several brands and advertising agencies and he regularly speaks at conferences around the world.
Mark Tungate is the author of the bestselling book Fashion Brands, as well as Adland - A Global History of Advertising, Branded Male, and Luxury World. His latest book is Branded Beauty - How Marketing Changed the Way We Look. Mark is a journalist specializing in branding and communication. Based in Paris, he has a weekly column in the French media magazine Stratégies, and writes regularly about advertising, style and popular culture for the trends intelligence service Stylus.com. His work has appeared in national newspapers such as The Times, The Independent, The Financial Times and The Telegraph. He is also the author of The Epica Book, an annual review of the best European advertising. He has addressed conferences around the world and has been on the juries of several advertising competitions.

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