Conspicuous - Vunnam, Karina

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Résumé :
From the designer handbag that defined a generation to the quiet luxury rebellion reshaping consumption today-the untold story of how we fell in love with luxury, and why we're falling out of love again. In Conspicuous, author Karina Vunnam gives us a behind the scenes look at how the leading luxury houses - LVMH, Richemont, Herm?s and Chanel - have transformed the age-old world of luxury from that only accessible to a culture's aristocratic elites to one where nearly anyone can indulge if they have the will to do so. This is a book that reveals how contemporary luxury brands have relentlessly created that will. - Pamela N. Danziger, luxury market researcher, author and journalist CONSPICUOUS takes readers inside luxury's most dramatic transformation in modern history. Through intimate consumer stories and unprecedented industry access, this book reveals how brands like Louis Vuitton, Chanel, and Herm?s evolved from exclusive ateliers into global empires-and what happened when their dreams of democratization collided with luxury's fundamental need for exclusivity. Part cultural history, part business expos?, part personal journey, this book follows luxury's journey through three acts: the seductive rise of logo culture and Instagram-fueled desire, the explosive growth and inevitable contradictions of mass luxury, and the emerging rebellion toward quiet luxury, values-driven consumption, and authentic craftsmanship. You'll discover:How a single Instagram post can make or break a luxury brand Why Herm?s deliberately maintains waiting lists while competitors chase growth The hidden costs behind Made in France labels How Buy Now, Pay Later services transformed luxury access Why quiet luxury brands like The Row represent luxury's future From Parisian ateliers to Chinese factories, from influencer marketing to artisan workshops, CONSPICUOUS reveals the forces reshaping what we desire, what we buy, and what we truly value. For anyone who has ever fallen under luxury's spell-or wondered why it's losing its magic-this book offers both answers and a roadmap to what comes next....

Sommaire:
From the designer handbag that defined a generation to the quiet luxury rebellion reshaping consumption today-the untold story of how we fell in love with luxury, and why we're falling out of love again. In Conspicuous, author Karina Vunnam gives us a behind the scenes look at how the leading luxury houses - LVMH, Richemont, Herm?s and Chanel - have transformed the age-old world of luxury from that only accessible to a culture's aristocratic elites to one where nearly anyone can indulge if they have the will to do so. This is a book that reveals how contemporary luxury brands have relentlessly created that will. - Pamela N. Danziger, luxury market researcher, author and journalist CONSPICUOUS takes readers inside luxury's most dramatic transformation in modern history. Through intimate consumer stories and unprecedented industry access, this book reveals how brands like Louis Vuitton, Chanel, and Herm?s evolved from exclusive ateliers into global empires-and what happened when their dreams of democratization collided with luxury's fundamental need for exclusivity. Part cultural history, part business expos?, part personal journey, this book follows luxury's journey through three acts: the seductive rise of logo culture and Instagram-fueled desire, the explosive growth and inevitable contradictions of mass luxury, and the emerging rebellion toward quiet luxury, values-driven consumption, and authentic craftsmanship. You'll discover:How a single Instagram post can make or break a luxury brand Why Herm?s deliberately maintains waiting lists while competitors chase growth The hidden costs behind Made in France labels How Buy Now, Pay Later services transformed luxury access Why quiet luxury brands like The Row represent luxury's future From Parisian ateliers to Chinese factories, from influencer marketing to artisan workshops, CONSPICUOUS reveals the forces reshaping what we desire, what we buy, and what we truly value. For anyone who has ever fallen under luxury's spell-or wondered why it's losing its magic-this book offers both answers and a roadmap to what comes next....