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Luxury World: The Past, Present and Future of Luxury Brands [Hardcover]

Mark Tungate
4.5 out of 5 stars  See all reviews (2 customer reviews)
Price: £19.95 & FREE Delivery in the UK. Details
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Book Description

3 Oct 2009
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.

Frequently Bought Together

Luxury World: The Past, Present and Future of Luxury Brands + The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands + Inside Luxury: The Growth and Future of the Luxury Industry: A View from the Top
Price For All Three: £69.68

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Product details

  • Hardcover: 272 pages
  • Publisher: Kogan Page (3 Oct 2009)
  • Language: English
  • ISBN-10: 0749452633
  • ISBN-13: 978-0749452636
  • Product Dimensions: 23.3 x 16.5 x 2.2 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 313,067 in Books (See Top 100 in Books)

More About the Author

Mark Tungate is the author of the bestselling Fashion Brands, as well as Adland - A Global History of Advertising, Branded Male, and Media Monoliths. His latest book is Luxury World - The Past, Present and Future of Luxury Brands.


Tungate is a journalist specializing in branding and communication. 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 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 branding and advertising at Parsons Paris School of Design. He has addressed conferences around the world and has been on the juries of several advertising competitions.

Product Description

Review

"He clearly illustrates that luxury transcends categories, even in areas where non-consumption activist movements shun excessive consumption and promote simple living (chapter 20). In fact, there is very little in daily life that does not have the capacity of being exposed to the draw of luxury, from food (chapter 16) and drink (chapters 14 and 15) to domestic help (chapter 19)." (Natalina Zlatevska, Assistant Professor, Bond University Australia)

Book Description

Luxury World is a captivating investigation of genuine luxury brands - the marketing strategies they use to position themselves as truly elite products or services, who their customers are and how they retain them, and the future for the industry now excess is out of fashion.

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Customer Reviews

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Most Helpful Customer Reviews
5.0 out of 5 stars excellant and very thoughtful 23 Nov 2013
By Ibrar
Format:Hardcover|Verified Purchase
this excellent read is through in its bringing out of true luxury, where it can be found, who uses it and that luxury exists if it is true luxury experience that you desire.

I have not finished this book yet! however i have learned so much from this book and can not wait to come home and read more.

A great price, a great read and for readers who yearn for a book which describes true luxury, how it formulated and the background to what genuine luxury is and how if you have sufficient wealth you can enjoy it this book is for you.

Amazing well constructed read with excellent and well informed chapters.
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1 of 6 people found the following review helpful
4.0 out of 5 stars Luxury World 30 Oct 2010
Format:Hardcover|Verified Purchase
This is a great book for those who need to brush up on the luxury sector.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 5.0 out of 5 stars  4 reviews
1 of 1 people found the following review helpful
5.0 out of 5 stars Adding substance to the concept of Lux 21 Jan 2013
By Andre Phillip - Published on Amazon.com
Format:Hardcover|Verified Purchase
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.
5.0 out of 5 stars A must-have for People interested in Luxury Marketing 14 Nov 2012
By Catchy Phrases - Published on Amazon.com
Format:Hardcover
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
5.0 out of 5 stars Luxury world: The Past, Presert and Future of Luxury Brands by Mark Tungate 2 Nov 2010
By skorin - Published on Amazon.com
Format:Hardcover|Verified Purchase
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.
0 of 2 people found the following review helpful
5.0 out of 5 stars A fine survey packed with interviews with industry insiders, perfect for business libraries 15 Feb 2010
By Midwest Book Review - Published on Amazon.com
Format:Hardcover
LUXURY WORLD: THE PAST, PRESENT AND FUTURE OF LUXURY BRANDS offers a key to understanding luxury brands and their market appeal, surveying strategies, customers, and how the brands handle change. Business histories and functions are analyzed in a fine survey packed with interviews with industry insiders, perfect for business libraries.
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