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Reviews: "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
"An accurate and eloquent peek into the glamorous world of luxury brands."
Reggie Ansah, Editor-in-Chief, Luxure magazine
"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 Observer (China)
Description: The word "luxury" has almost lost its meaning after being hijacked by a multitude of aspiring commodities. So what is real luxury? Which are the genuine luxury brands? Who are their customers - and how do luxury brands attract and retain them? Above all, where can the industry turn now that excess is out of fashion?
Fast-moving, entertaining and full of exclusive interviews, Luxury World takes you on a voyage around the luxury universe during a period of change, slipping behind the facades of the world`s most sophisticated businesses to show you 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;
¢ a host of brands in Paris ” the self-proclaimed capital of elegance.
Contents: Acknowledgements ¢ Introduction: The evolution of luxury ¢ The dream weavers ¢ The road to ready-to-wear ¢ The YSL legacy ¢ The future of couture ¢ The last artisans ¢ The other side of Florence ¢ The shoemaker`s apprentice ¢ Romancing the stones ¢ Branding Antwerp ¢ Clarity and conflict ¢ Diamonds by design ¢ A tale of two cities ¢ Watching the watchmakers ¢ Selling time ¢ Auto attraction ¢ The Bentley Boys ¢ Marketing to the ˜autocracy` ¢ Fractional high-flyers ¢ A slice of the good life ¢ Jets for less ¢ Super yachts ¢ A passion for the sea ¢ How to show boats ¢ Haute property ¢ The business of villas ¢ Deluxe nomads ¢ Monte Carlo: the brand ¢ Hotel world ¢ Luxury travel services ¢ Art brands ¢ Branded collectors ¢ Branded artists ¢ Galleries, auctions and fairs ¢ The sale of the century ¢ Upscale retail ¢ Serving VIP customers ¢ Springtime for Printemps ¢ Digital luxury ¢ Luxe meets web: a hesitant romance ¢ The Vuitton case ¢ By royal appointment ¢ Royal warrants worldwide ¢ Faberge: jeweller to the tsars ¢ In champagne country ¢ A name to reckon with ¢ Gold beneath the street ¢ Kings, tsars and rap stars ¢ Champagne bubbles over ¢ The wines of paradise ¢ Vintage branding ¢ The reign of terroir ¢ The chef ¢ A brand named Alain Ducasse ¢ Well-being ¢ Spas: The final frontier ¢ Rehab ¢ The knowledge economy ¢ Education brands ¢ The gift of time ¢ Your wish is their command ¢ Sustainable luxury ¢ Slow fashion ¢ Slow living ¢ Conclusion: The rehabilitation of luxury ¢ Treasuring ¢ Social luxury ¢ Analogue snobbery ¢ Disruption from Asia ¢ Guilt-free luxury ¢ References ¢ Index
About the Author: Mark Tungate is a journalist specializing in branding and communication. He is the author of the best-selling Fashion Brands, as well as Adland: A Global History of Advertising, Branded Male and Media Monoliths (all published by Kogan Page). Based in Paris, he has a weekly column in the French media magazine Strategies, and writes regularly about advertising, style and popular culture for the trends intelligence service WGSN. His work has appeared in The Times, The Independent and the Daily Telegraph newspapers. He is also the co-author of The Epica Book, an annual review of the best European advertising. In addition, Mark teaches courses about branding and advertising at Parsons Paris School of Design. He has addressed conferences around the world and has been on the juries of several advertising competitions. For more information, see www.tungateinparis.com.
Target Audience: Advertizing professionals, brand managers, academics and students of management.
Special prices are applicable to the authorised sales territory only.
Prices are subject to change without prior notice. ISBN 9780749460921
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Pages : 254
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