This book explores the luxury industry and how it has undoubtedly been one of the fastest-growing sectors since the 1970s, and one in which Europe has managed to strengthen its competitiveness in the world market. While many aspects of globalization remain abstract and intangible, the luxury industry has created markets where previously there were none, by educating Japanese about the history of French handbags, Chinese about the finest wines, and setting global standards for an elite, inspirational lifestyle. In this edited volume, a wide range of scholars comes together to analyze the history of the business and the innovations in management and marketing that have emerged from it. Invaluable for scholars, industry figures, and dilettantes alike, it will define the field of study for years to come.
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1. Introduction.- 2. The birth of luxury big business: LVMH, Richemont and Kering.- 3. Italian luxury goods industry on the move: SMEs and global value chains .- 4. Luxury brand outsiders: understanding the success of British and American Luxury Brands.- 5. Champagne, between Terroir and Luxury(1945–2014) .- 6. Christian Dior-New York: French Fashion in the Luxury US Market.- 7. The democratisation of luxury and the expansion of the Japanese market, 1960–2010.- 8. How Duty-Free Shops and Department Stores Expanded the Luxury Market in South Korea, 1980–2010.- 9. How to enter the Chinese luxury market? The example of Swatch Group.- 10. Crafting Time, Making Luxury: The Heritage System and Artisan Revival in the Swiss Watch Industry (1975–2015).- 11. Luxury brands and public museums: from anniversary exhibitions to co-branding.- 12. “Exclusively for the happy few”: Luxury hotels and globalisation: the emergence of a new sector(1980-2010)?.- 13. The Survival Strategy of Japanese Kimono Industry.- 14. Conclusions.
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Pierre-Yves Donzé is Professor of Business History at Osaka University, Japan. He is a leading authority on the history of luxury brands, with several books and many papers to his name. His emphasis on how these brands evolved in Asia makes his work particularly versatile.
Rika Fujioka is Professor at the Faculty of Business and Commerce at Kansai University, Japan. She teaches and publishes widely on globalization and the history of global commerce.
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