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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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Luxury World - The Past, Present and Future of Luxury Brands (Hardcover)
Loot Price: R1,176
Discovery Miles 11 760
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Luxury World - The Past, Present and Future of Luxury Brands (Hardcover)
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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? 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 facades of
the world's most sophisticated businesses to demonstrate how they
function. Among other destinations, Luxury World 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.
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