Selling Europe to the World

The Rise of the Luxury Fashion Industry, 1980-2020

Professor Pierre-Yves Donzé (Osaka University, Japan)

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English

Bloomsbury Visual Arts
09 March 2023

History of fashion; Sales & marketing; Fashion & beauty industries

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.

By: Professor Pierre-Yves Donzé (Osaka University Japan)
Imprint: Bloomsbury Visual Arts
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm, Spine: 12mm
Weight: 400g
ISBN: 9781350335783
ISBN 10: 1350335789
Pages: 184
Publication Date: 09 March 2023
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Paperback
Publisher's Status: Active

Pierre-Yves Donzé is Professor of Business History at Osaka University, Japan, and a visiting professor at the University of Fribourg, Switzerland. His research focuses on the business history of creative industries (watchmaking, fashion, and luxury) and multinational enterprises. He is the author of numerous books, edited volumes and academic articles published in English, French, German, Italian and Japanese.

Reviews for Selling Europe to the World: The Rise of the Luxury Fashion Industry, 1980-2020

A compelling and engaging read on the basics of the luxury industry! -- Dr. Annamma Joy, The University of British Columbia, Canada Providing a business management and historic perspective, the book provides an excellent accompaniment to the numerous texts that focus on luxury marketing and branding. -- Dr. Ruth Marciniak, British School of Fashion at GCU London, UK