Luxury World: The Past, Present and Future of Luxury Brands / Edition 1

by Mark Tungate

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 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.

Product Details

ISBN-13:	9780749452636
Publisher:	Kogan Page, Ltd.
Publication date:	10/27/2009
Pages:	272
Product dimensions:	6.40(w) x 9.30(h) x 1.00(d)

About 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.

Table of Contents

** Chapter - 00: Introduction: The evolution of luxury; ** Chapter - 01: The dream weavers; ** Chapter - 02: The last artisans; ** Chapter - 03: Romancing the stones; ** Chapter - 04: Watching the watchmakers; ** Chapter - 05: Auto attraction; ** Chapter - 06: Fractional high-flyers; ** Chapter - 07: Super yachts; ** Chapter - 08: Haute property; ** Chapter - 09: Deluxe nomads; ** Chapter - 10: Art brands; ** Chapter - 11: Upscale retail; ** Chapter - 12: Digital luxury; ** Chapter - 13: By royal appointment; ** Chapter - 14: In champagne country; ** Chapter - 15: The wines of paradise; ** Chapter - 16: The chef; ** Chapter - 17: Well-being; ** Chapter - 18: The knowledge economy; ** Chapter - 19: The gift of time; ** Chapter - 20: Sustainable luxury

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)

Editorial Reviews

"A valuable portrait of the sector at a watershed moment: Luxury isnt going out of style it just needs to change its style."

Tom Ford

"He clearly illustrates that luxury transcends categories, even in areas where non-consumption activist movements shun excessive consumption and promote simple living (chapter 20). In fact, there is very little in daily life that does not have the capacity of being exposed to the draw of luxury, from food (chapter 16) and drink (chapters 14 and 15) to domestic help (chapter 19)."

Natalina Zlatevska

"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

From the Publisher