Selling Europe to the World: The Rise of the Luxury Fashion Industry, 1980-2020 (Paperback)

Selling Europe to the World: The Rise of the Luxury Fashion Industry, 1980-2020 By Pierre-Yves Donzé Cover Image
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Description


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'Or al 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.


Product Details
ISBN: 9781350335783
ISBN-10: 1350335789
Publisher: Bloomsbury Visual Arts
Publication Date: March 9th, 2023
Pages: 184
Language: English