Global Luxury

1. Front Matter

   Pages i-xix

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2. Introduction

   • Pierre-Yves Donzé, Rika Fujioka

   Pages 1-15

3. Organizational Change

   1. Front Matter

      Pages 17-17

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   2. The Birth of Luxury Big Business: LVMH, Richemont and Kering

      • Pierre-Yves Donzé

      Pages 19-38

   3. Italian Luxury Goods Industry on the Move: SMEs and Global Value Chains

      • Elisabetta Merlo

      Pages 39-63

   4. Luxury Brand Outsiders: Understanding the Success of British and American Luxury Brands

      • Stephen A. Doyle, Christopher M. Moore

      Pages 65-86

   5. Champagne, Between Terroir and Luxury, 1945–2014

      • Yves Tesson

      Pages 87-107

4. Markets

   1. Front Matter

      Pages 109-109

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   2. Christian Dior-New York: French Fashion in the Luxury US Market

      • Véronique Pouillard

      Pages 111-131

   3. The Democratisation of Luxury and the Expansion of the Japanese Market, 1960–2010

      • Rika Fujioka, Zhen Li, Yuta Kaneko

      Pages 133-156

   4. How Duty-Free Shops and Department Stores Expanded the Luxury Market in South Korea, 1980–2010

      • Insoo Baek, Rika Fujioka

      Pages 157-175

   5. How to Enter the Chinese Luxury Market? The Example of Swatch Group

      • Pierre-Yves Donzé

      Pages 177-194

5. New Strategies

   1. Front Matter

      Pages 195-195

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   2. Crafting Time, Making Luxury: The Heritage System and Artisan Revival in the Swiss Watch Industry, 1975–2015

      • Hervé Munz

      Pages 197-218

   3. Luxury Brands and Public Museums: From Anniversary Exhibitions to Co-branding

      • Karina Pronitcheva

      Pages 219-237

   4. “Exclusively for the Happy Few”: Luxury Hotels and Globalisation: The Emergence of a New Sector (1980–2010)?

      • Laurent Tissot

      Pages 239-256

   5. The Survival Strategy of the Japanese Kimono Industry

      • Tomoko Hashino

      Pages 257-274

   6. Conclusions

      • Rika Fujioka, Pierre-Yves Donzé

      Pages 275-279

6. Back Matter

   Pages 281-287

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This book explores the luxury industry and how it has undoubtedly been one of the fastest-growing sectors since the 1970s, and one in which Europe has managed to strengthen its competitiveness in the world market. While many aspects of globalization remain abstract and intangible, the luxury industry has created markets where previously there were none, by educating Japanese about the history of French handbags, Chinese about the finest wines, and  setting global standards for an elite, inspirational lifestyle. In this edited volume, a wide range of scholars comes together to analyze the history of the business and the innovations in management and marketing that have emerged from it. Invaluable for scholars, industry figures, and dilettantes alike, it will define the field of study for years to come.  

• Luxury
• Marketing
• Branding
• European-Asian trade
• Asian luxury market

“Successful luxury retailing requires an ability to balance the timeless nature of luxury brands with a willingness to embrace contemporary management strategies and geographical markets. Through careful analysis and well- chosen case studies, Donzé and Fujioka’s book provides remarkable insight into the growth and transformation of this exciting global industry from both historical and managerial perspectives.” ( Jonathan Reynolds, University of Oxford, United Kingdom)

“Truly global in scope, great iconic cases, very competently framed by the editors.” (Matthias Kipping, Schulich School of Business, Canada)

“This book shows perfectly the fast evolution of luxury business during this period. For China in particular, this growth benefited both to traditional and historical Swiss watch companies, as well as to fashion companies from other sectors.” (Walter von Känel, President of the Compagnie des Montres Longines, Switzerland)

• Osaka University, Toyonaka, Osaka, Japan

  Pierre-Yves Donzé

• Kansai University, Suita, Osaka, Japan

  Rika Fujioka

Pierre-Yves Donzé is Professor of Business History at Osaka University, Japan. He is a leading authority on the history of luxury brands, with several books and many papers to his name. His emphasis on how these brands evolved in Asia makes his work particularly versatile. 



Rika Fujioka is Professor at the Faculty of Business and Commerce at Kansai University, Japan. She teaches and publishes widely on globalization and the history of global commerce. 

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