Creating the Hype

Kinjal Medh

Chapter 12 in The Luxury Market in India, 2012, pp 152-163 from Palgrave Macmillan

Abstract: Abstract On her maiden visit to India, the newly appointed foreign minister of Pakistan, Hina Rabbani Khar, attracted widespread media coverage. It wasn’t politics, but her Gucci sunglasses and Hermès Birkin bag, which made the headlines. It was clear that Gucci and Birkin had made their maiden appearance in several million middle-class Indian homes which had probably never heard of them before.

Keywords: Fashion Industry; Online Medium; Luxury Brand; Plan Shopping; Fashion Brand (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-26416-9_13

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DOI: 10.1057/9781137264169_13

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