A beginner’s course in the luxury industry, in questions and answers: what luxury is, who owns and designs the great houses, how luxury is sold and where it is going. Start with chapter one, or jump to any topic.
1. The basics
Luxury vs premium vs mass market.
Craft, heritage, scarcity and the rules.
House, brand, label and maison.
Every level of the fashion market.
The rules, the clients and the cost.
Image, craft, creativity and clients.
From royal suppliers to global groups.
Atelier to VIC, in plain English.
2. The companies and the people
Which group owns which house in 2026.
The world’s largest luxury group.
Gucci, Saint Laurent and a turnaround.
Cartier, fine watches and Chloé.
Who designs each major house now.
3. How luxury sells
How brands set prices, and why.
Scarcity, storytelling and celebrity.
Why a logo matters, and when it doesn’t.
The bags that defined luxury.
4. Trends and the future
Stealth wealth and what came next.
Buying secondhand and holding value.
Purpose, depth and the new consumer.
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