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.
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Notes
Laurence Benaïm, Yves Saint Laurent (Grasset, 2002).
M. J. Silverstein and N. Fiske, Trading Up: The New American Luxury (Portfolio Hardcover, 2003).
M.-C. Sicard, Les ressorts cachés du désir (Village Mondial, 2005).
S. McCartney, The Fake Factor: Why We Love Brands But Buy Fakes (Marshall Cavendish, 2005).
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© 2013 Marie-Claude Sicard
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Sicard, MC. (2013). International Luxury: The Clash of Cultures. In: Luxury, Lies and Marketing. Palgrave Macmillan, London. https://doi.org/10.1057/9781137264695_2
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DOI: https://doi.org/10.1057/9781137264695_2
Publisher Name: Palgrave Macmillan, London
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