The Road to Luxury

<p><b>Discover the meaning of the latest trends in the luxury industry with this resource from leading voices in the field</b></p> <p>The thoroughly revised Second Edition of <i>The Road to Luxury: The New Frontiers in Luxury Brand Management</i> delivers a comprehensive overview of the foundations of, and new developments in, luxury brands. The book discusses a new wave of mergers and acquisitions, the rise of Gucci, the growth of Balenciaga, a variety of new collaborations between different companies, a growing support for sustainability, and the COVID-19 pandemic.</p> <p>Readers will also benefit from the inclusion of:</p> <ul> <li>An insightful analysis of the impact and meaning of the COVID-19 for the luxury industry, particularly for market growth in China</li> <li>The creation of savoir faire and business plan competitions in the luxury industry</li> <li>LVMH’s sponsoring of Viva Technology</li> </ul> <p>Perfect for students in MBA programs or taking degrees or courses in Luxury Brand Management, <i>The Road to Luxury</i> will also earn a place in the libraries of executives and managers in the luxury business, marketing, branding, and advertising professionals and companies, and entrepreneurs interested in the workings of the luxury industry.</p>