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

The luxury goods industry has undergone a tremendous expansion over the past 30 years, largely dominated by European companies. Selling Europe to the World explores the strategies implemented by these companies to transform a sector previously dominated by small family firms into a global big business.

Format: Paperback / softback
Length: 184 pages
Publication date: 09 March 2023
Publisher: Bloomsbury Publishing PLC

Chanel suits, Louis Vuitton bags, and Omega watches have become emblematic of a globalized material culture that has undergone significant expansion over the past three decades. While the luxury goods industry has experienced remarkable growth worldwide, it remains largely dominated by European companies, including diversified conglomerates like LVMH and Richemont, independent fashion houses like Armani and Ermenegildo Zegna, industrial groups like Swatch and L Oréal, and new start-ups like Richard Mille.

The success of these companies can be attributed to a combination of factors. Firstly, they have recognized the growing demand for luxury products across different regions and demographics. By expanding their distribution networks and offering a wide range of products, they have been able to cater to a diverse customer base.

Secondly, these companies have invested heavily in marketing and branding, creating a luxurious and exclusive image that resonates with consumers. Through strategic advertising campaigns, celebrity endorsements, and high-profile events, they have been able to establish a strong brand presence and cultivate a sense of prestige associated with their products.

Thirdly, these companies have prioritized quality and craftsmanship, ensuring that their products are of the highest standard and meet the discerning tastes of their customers. They have employed skilled artisans and technicians and used premium materials to create products that are both durable and aesthetically pleasing.

Lastly, these companies have been agile and responsive to changing market trends and consumer preferences. They have been able to innovate and introduce new products and services that meet the evolving demands of their customers, while also maintaining their brand identity and exclusivity.

In conclusion, the global luxury goods industry has witnessed a remarkable transformation over the past three decades, driven by the success of European companies. These companies have achieved their success through a combination of strategic expansion, effective marketing and branding, emphasis on quality and craftsmanship, and agility in responding to market trends and consumer preferences. Selling Europe to the World provides valuable insights into the development of the global luxury goods industry and offers a comprehensive understanding of the factors that contribute to the success of these firms.

Weight: 408g
Dimension: 156 x 234 x 12 (mm)
ISBN-13: 9781350335783