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Luxury World: The Past, Present and Future of Luxury Brands, by Mark Tungate
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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 World takes us on a voyage around the luxury universe, slipping behind the façades 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.
- Sales Rank: #694545 in eBooks
- Published on: 2009-10-03
- Released on: 2009-10-03
- Format: Kindle eBook
Review
"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 Obsever (China)
" An accurate and eloquent peek into the glamorous world of luxury brands." --Reggie Ansah, Editor-in-Chief, Luxure magazine
"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
About the Author
Mark Tungate is a journalist specializing in marketing, media, and communication. He is the author of 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 marketing, media and communication 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.
Most helpful customer reviews
3 of 3 people found the following review helpful.
Adding substance to the concept of Lux
By Andre Phillip
Though an admirer of luxury goods I am a consumer only in a limited fashion and never of overtly branded items. Never-the-less I'm fascinated with understanding what propels the market; whether it's the product quality and workmanship or a frailty of our thinking and emotion which compels us to crave the association.
The book Luxury World, in its sublimely readable style, properly researched and opinioned, has gone a long way assisting the understanding of why and wherefore we crave to identify with luxury. I appreciate the insights from the creators of the craft, with whom I certainly would never have the opportunity to directly communicate.
Someone had to do it and this writer/journalist has done it exceptionally well.
An excellent read for anyone genuinely interested, for business or personal reasons, in the luxury goods world.
0 of 0 people found the following review helpful.
A must-have for People interested in Luxury Marketing
By Catchy Phrases
This Book it's a winning combination of a Journey across Monte-Carlo, the Champagne House of France, the Diamond district of Antwerp and the very interesting Interviews with Industry Insiders. Luxury World is the most unique source anywhere of a behind the facades of the world's most sophisticated businesses, to show you how they function, their Mystique and Romance. It's unique Style has become an Hallmark, and what I love the most, is the "Behind the Scenes" with the Marketing Managers, CEO, and Directors of very prestigious Brands.
From High Jewelry, Watchmakers, Fractional High Flyers, Super Yachts, Haute Property, Deluxe Nomads, Art Brands, Digital Luxury, Superior Chefs, Well being and Concierge Services, the Author covers them all!
From the same Author I have bought: Media Monoliths, Brande Male & Fashion Brands. All his Books are like a breath of Fresh Air, that can be read in an afternoon. I am an absolute Fan of this Book!
1 of 2 people found the following review helpful.
Luxury world: The Past, Presert and Future of Luxury Brands by Mark Tungate
By skorin
This book have a detailed oberview of luxury producers, brands, intermediaries in the world, and in some new regions for the luxurt (like BRIC). Author gave his detailed analysis of existing positioning of luxury product, and also gave some predictions what will happened with luxury after recession, and in a new anvironment of rellocation of pusrchasing power in world's regions, and also in changing of consumer behavior.
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