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Selling Europe to the World - The Rise of the Luxury Fashion Industry, 1980-2020 (Paperback)
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Selling Europe to the World - The Rise of the Luxury Fashion Industry, 1980-2020 (Paperback)
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Chanel 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'Oreal 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 essential
book for understanding the success of the contemporary luxury
industry.
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