International Luxury: The Clash of Cultures

Marie-Claude Sicard

Chapter Chapter 2 in Luxury, Lies and Marketing, 2013, pp 36-63 from Palgrave Macmillan

Abstract: Abstract A few years ago, while compiling a study commissioned by the J. Walter Thompson agency on the evolution of international luxury, I had occasion to study numerous luxury brands, both French and foreign. Before beginning the study, I was still in the grip of a very hexagonal vision of things: I was convinced, as many people still are, that there was no luxury but French luxury.

Keywords: Pyramid Structure; Store Brand; Luxury Brand; Industrial Model; Luxury Product (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-26469-5_2

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DOI: 10.1057/9781137264695_2

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