In this book, we discover the backstage, the behind-the-scenes of the great fashion and luxury brands. While Paris and Milan are the two capitals of creation, fashion, leather goods, jewelry, and perfumes, the exploitation of these industries takes place elsewhere, far from the workshops, the research centers, the drawing boards, the creators.
The big brands are owned by investors, by the stock market game and there New York, London, Hong Kong are the decision-making places. The author offers us a fascinating journey into this universe where all tricks are allowed. Yes, it’s an economic war between the large groups that hold these globally renowned brands.
Stéphane Marchand introduces us to the boardrooms, the decision-making centers. At the same time, we learn the history of these brands often born in an obscure workshop where the creator launched a product on the market that today is the crème de la crème. The luxury wars are ruthless because this universe is itself merciless.
A work to discover these brands that make people dream and are inaccessible for most of us. Another debate on the term luxury. It no longer has the same definition today as at the beginning of the 20th century. Luxury responds to other standards, targets a different audience. Luxury is synonymous with money. A product must be expensive, a bit like in that old car advertisement: “not expensive enough, my son!”
While you are aspiring to buy haute couture, jewelry, scarves, or bags, read this book; it will be a wonderful guide to not get lost in this universe reserved for a minority elite who has chosen to appear. Perhaps that’s the difference between old luxury and today’s.
Thierry Jan, writer
