Luxury represents a product category that seemingly was able to weather the storm of financial and economic crisis hitting global markets in 2008 better than could be expected. In this scientific essay, the author Angela Alunni credits two main factors for this trend: Successful luxury companies cater to the emerging markets of the nouveau riches, which are at the center of nurturing the demand for these goods. Internationalization provides the financial and managerial framework for these Italian companies, while not betraying the essence of the luxury concept per se. The portrayal of the Bulgari case highlights these strategies and at the same time points to the challenges that the luxury industry Made in Italy has to face as a whole.
INDEX
INTRODUCTION
CHAPTER ONE: THE MARKET OF LUXURY GOODS: GENERAL CHARACTERISTICS
1.1 The concept of luxury
1.2 The supply and demand of luxury goods
1.3 Luxury and Made in Italy
CHAPTER TWO: THE DIVIDE OF SEPTEMBER 2008
2.1 The market of luxury goods during the crisis years
2.2 The trend of Italian companies in the luxury goods industry
2.3 Beyond the crisis: new markets and new strategies
CHAPTER THREE: THE BVLGARI CASE
3.1 The areas of business: a changing environment
3.2 The kickbacks of the international financial crisis
3.3 Getting past the crisis: creativity, cost containment and the LVMH factor
CONCLUSIONS
BIBLIOGRAPHY
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