Luxury Brands in Emerging Markets
This book is an invaluable repository of knowledge that brings clarity to key issues and trends for practitioners, academics and students of luxury brands. It sets out to decode the luxury markets in the primary emerging markets (BRICs) and provide a rich
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Edited by
Glyn Atwal Douglas Bryson
10.1057/9781137330536 - Luxury Brands in Emerging Markets, Edited by Glyn Atwal and Douglas Bryson
Copyright material from www.palgraveconnect.com - licensed to Bibliotheque de l'Universite Laval - PalgraveConnect - 2015-11-08
Luxury Brands in Emerging Markets
Dr Renée Richardson Gosline, Zenon Zannetos (1955) Career Development Professor, MIT Sloan School of Management, Cambridge, MA, USA ‘This book offers an absorbing glimpse into the new “Wild West” frontiers of luxury. With terrains more exotic and characters more nuanced than in early Hollywood films, we are left in suspense as to how these five parallel plots of luxury market evolution will unfold. And regardless of the yet unknown twists and turns, it is important to chronicle the birth and growth of these emerging luxury markets . . . some of them will become the luxury market’s 21st century Goliaths.’ George Bouvier, International Development Director, Polimoda International Institute of Fashion Design & Marketing, Florence, Italy ‘The luxury industry is experiencing an interesting point-of-departure. Today, though the modern luxury industry has its roots in Europe, most of their growth and profitability are from emerging markets. In this book, the authors not only try to understand this point-of-departure, but also illustrate the rise of emerging market luxury brands, their growth trajectories, and how these brands interact with the traditional brands of the West. This new book, Luxury Brands in Emerging Markets, provides valuable insights into what makes these emerging and frontier economies grow and prosper. Most importantly, it responds to the need for practical approaches to tapping emerging markets for the luxury industry. It should assist current and future managers in navigating these high-potential but high-risk countries.’ Dr Ashok Som, Associate Dean of the Global MBA Programme, ESSEC Business School, France ‘A prismatic series of perspectives on some of the world’s most dynamic markets, affording a welcome addition to the universal truth that luxury is intrinsically related to culture.’ Rebecca Robins, Director, EMEA & Latin America, Interbrand, London, UK and co-author of Meta-Luxury: Brands and the Culture of Excellence. ‘It’s about time . . . unique and actionable insights addressing essential issues from different aspects of market dynamics to cultural implications of emerging ‘aspirational’ luxury markets and new frontier luxury markets. Well-researched, balanced perspectives, which reflect ever evolving global luxury market with full of insights for any luxury businesses and academics alike.’ Professor Jinah Oh, Chair, Luxury and Fashion Management, Savannah College of Art and Design, Savannah, GA, USA
10.1057/9781137330536 - Luxury Brands in Emerging Markets, Edited by Glyn Atwal and Douglas Bryson
Copyright material from www.palgraveconnect.com - licensed to Bibliotheque de l'Universite Laval - PalgraveConnect - 2015-11-08
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