All That Glitters Is Not Luxury

 

Although it is a complex and fascinating subject, luxury is often equated with glamour and bling, inviting both curiosity and derision depending on where the purveyor stands. This slim volume packs in a lot of information in a simple, practical manner. Without the least bit of fuss, Luxury World (Kogan Page) by Mark Tungate gets right to the heart of this matter, dispensing with the aura that surrounds any mention of luxury, and treating it as a sector in evolution like any other business.

 

The word ‘luxury’ has lost its meaning after being hijacked by a multitude of aspiring commodities. In this frenzy, the question of what constitutes luxury has become blurred, often a risky territory — which brands are worthy of the tag? Who are their real customers? And how is their loyalty won and kept? Not only does Tungate answer these questions, he also proves excess is definitely out of fashion.

 

Lending a distinct personal touch to his analysis, Tungate travels to champagne houses in France, Swiss watchmakers, Antwerp’s diamond districts and to Monte Carlo and Paris. He goes behind the scenes at some of the world’s finest brand names and brings first-hand insights through interviews with the people who sustain their allure. Tungate writes in first person, drawing the reader’s attention to pertinent questions, and relying on his experience as a journalist specialising in branding. The result is a book that never falters and remains interesting both to the lay reader and to industry observers.

(This story was published in Businessworld Issue Dated 29-03-2010)