Luxury Strategy in Action pp 5-21 | Cite as
The Evolution of the Luxury Market: Stairway to Heaven?
Chapter
Abstract
Luxury is the art of fools, said Henri Duvernois.
In the space of 20 years, the luxury market has changed, almost beyond recognition. The narrow range of customer-targeted and the exclusive-distribution channels have been replaced by a stretching of the brand to appeal to and be affordable by a wider range of consumers.
Keywords
Luxury Good Brand Extension Luxury Consumption Luxury Brand Industrial Logic
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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Copyright information
© Ivan Coste-Manière, Katrina Panchout, and Jacques Molas 2012