Selling Europe to the World

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.

• AcknowledgementsIntroductionPART I: THE BIRTH OF THE GLOBAL LUXURY INDUSTRY1. Globalization of MarketsFrench Leather Goods ExportsAccessing the Japanese MarketAccessing the Chinese MarketDemocratization of Luxury and GlobalizationConclusion2. The Dominance of Big BusinessA Key Resource: MoneyThe Dominance of European SocietiesSectoral and National SpecializationConclusion3. New Marketing Strategies Based On Brand HeritageHistory, Heritage and StorytellingThe Rise of a Luxury Brand In The Global Market: Christian DiorBuilding the Dior HeritageConclusionPART II: THE ACTORS OF THE GLOBAL LUXURY INDUSTRY4. A Dominant Player —The Diversified ConglomeratesMoët Hennessy–Louis Vuitton (LVMH)Compagnie Financière RichemontKeringThe Competitive Advantage of Luxury ConglomeratesConclusion5. The Independent Family Business —Italian FashionFrom Haute Couture to Fashion Group: Giorgio ArmaniCharacteristics of The Italian Fashion IndustryA Large, Diversified Luxury Company: Ermenegildo ZegnaA Small Specialist Fashion Company: AeffeThe Failure of Italian Family Capitalism: Gucci And BulgariConclusion6. Industrial GroupsA Giant in the Cosmetics Industry: L'OréalA Producer of Luxury Accessories: LuxotticaThe Challenge of Perfumery and the Rise of Inter ParfumsConclusion7. Brands with Deep Regional RootsThe World's Largest Jeweller: Chow Tai Fook JewelleryFrom Watches to Jewellery: Titan IndustriesJapanese Cosmetics ManufacturersConclusion8. The New Luxury BrandsRevival of "Sleeping Beauties": BlancpainThe Rise of Casual Luxury: Ralph LaurenTechnological Innovation as a Source Of Luxury: Hublot And Richard MilleConclusionConclusionBibliography

A compelling and engaging read on the basics of the luxury industry!