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Zusatztext Providing a business management and historic perspective, the book provides an excellent accompaniment to the numerous texts that focus on luxury marketing and branding. Informationen zum Autor Pierre-Yves Donzé is Professor of Business History at Osaka University, Japan, and a visiting professor at the University of Fribourg, Switzerland and EM Normandie Business School, France. He is the author of numerous books, edited volumes and academic articles published in English, French, Italian and Japanese. Klappentext 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'Oréal 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. Vorwort The first book to explain why and how European companies have dominated the global luxury industry since the 1980s. Zusammenfassung 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'Oréal 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. Inhaltsverzeichnis AcknowledgementsIntroduction PART I: THE BIRTH OF THE GLOBAL LUXURY INDUSTRY 1. Globalization of Markets French Leather Goods ExportsAccessing the Japanese MarketAccessing the Chinese MarketDemocratization of Luxury and GlobalizationConclusion 2. The Dominance of Big Business A Key Resource: MoneyThe Dominance of European SocietiesSectoral and National SpecializationConclusion 3. New Marketing Strategies Based On Brand Heritage History, Heritage and StorytellingThe Rise of a Luxury Brand In The Global Market: Christian DiorBuilding the Dior HeritageConclusion PART II: THE ACTORS OF THE GLOBAL LUXURY INDUSTRY 4. A Dominant Player —The Diversified Conglomerates Moët Hennessy–Louis Vuitton (LVMH)Compagnie Financière RichemontKeringThe Competitive Advantage of Luxury ConglomeratesConclusion 5. The Independent Family Business —Italian Fashion From Haute Couture to Fashion Group: Giorgio ArmaniCharacteristics of The Italian Fashion IndustryA Large, Diversified Luxury Company: Ermenegildo ZegnaA Small Specia...
