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

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  • Format: Hardcover
  • Copyright: 2009-11-28
  • Publisher: Kogan Page Ltd

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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 Worldtakes us on a voyage around the luxury universe, slipping behind the facades 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.

Author Biography

Mark Tungate is a journalist specializing in marketing, media, and communication. He is the author of the books Adland, Fashion Brands, and Branded Male.  He writes a weekly column for the French media magazine Strategies, and he is co-author of The Epica Book, an annual review of the best European advertising.

Table of Contents

Acknowledgementsp. xi
Introduction: The evolution of luxuryp. 1
The dream weaversp. 11
The road to ready-to-wearp. 12
The YSL legacyp. 16
The future of couturep. 19
The last artisansp. 25
The other side of Florencep. 26
The shoemaker's apprenticep. 29
Romancing the stonesp. 33
Branding Antwerpp. 34
Clarity and conflictp. 38
Diamonds by designp. 42
A tale of two citiesp. 46
Watching the watchmakersp. 51
Selling timep. 56
Auto attractionp. 61
The Bentley Boysp. 62
Marketing to the 'autocracy'p. 65
Fractional high-flyersp. 69
A slice of the good lifep. 70
Jets for lessp. 72
Super yachtsp. 77
A passion for the seap. 78
How to show boatsp. 82
Haute propertyp. 85
The business of villasp. 87
Deluxe nomadsp. 91
Monte Carlo: the brandp. 92
Hotel worldp. 97
Luxury travel servicesp. 102
Art brandsp. 105
Branded collectorsp. 106
Branded artistsp. 111
Galleries, auctions and fairsp. 114
The sale of the centuryp. 119
Upscale retailp. 123
Serving VIP customersp. 125
Springtime for Printempsp. 129
Digital luxuryp. 135
Luxe meets web: a hesitant romancep. 137
The Vuitton casep. 140
By royal appointmentp. 145
Royal warrants worldwidep. 147
Fabergé: jeweller to the tsarsp. 150
In champagne countryp. 153
A name to reckon withp. 156
Gold beneath the streetp. 158
Kings, tsars and rap starsp. 161
Champagne bubbles overp. 166
The wines of paradisep. 169
Vintage brandingp. 172
The reign of terroirp. 176
The chefp. 181
A brand named Alain Ducassep. 182
Well-beingp. 189
Spas: The final frontierp. 191
Rehabp. 194
The knowledge economyp. 199
Education brandsp. 202
The gift of timep. 207
Your wish is their commandp. 208
Sustainable luxuryp. 213
Slow fashionp. 215
Slow livingp. 217
Conclusion: The rehabilitation of luxuryp. 221
Treasuringp. 222
Social luxuryp. 223
Analogue snobberyp. 224
Disruption from Asiap. 225
Guilt-free luxuryp. 227
Referencesp. 229
Indexp. 231
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