Selling Europe to the World: The Rise of the Luxury Fashion Industry, 1980-2020, Pierre-Yves Donzé

Selling Europe to the World charts the dramatic ascension of European luxury fashion from niche artisanal beginnings to a global empire of aspiration. Pierre‑Yves Donzé unpicks how maisons like Dior and modular groups such as LVMH harnessed national heritage, financial muscle, and strategic marketing to conquer markets from Japan to China and beyond. The narrative unfolds with clarity and rhythm—revealing the launch of Western luxury to Asia, the rise of Italian family firms, and the emergence of tech‑forward newcomers like Hublot and Richard Mille. Through archival data, 40 black‑and‑white illustrations, and 184 richly contextual pages, the book reveals luxury not just as style, but as a woven tapestry of capital, culture, and European soft power.

In its second half, Donzé examines the diverse profiles of luxury actors—from conglomerates and couture giants to regional watchmakers and jewelry dynasties in India and China—showing how European savoir‑faire became a blueprint for global prestige. The result is a compelling synthesis that explains not only how luxury works, but why it continues to shape identity and value across economies. This is a masterclass in business history, told through the lens of material culture and brand storytelling.

About the Author
Professor Pierre‑Yves Donzé is a leading historian of business and industry, holding posts at Osaka University and visiting roles in Switzerland, France and Japan. His expertise lies in dissecting the global journeys of European firms—particularly in luxury, retail and hospitality—combining archival depth with scholarly breadth. With Selling Europe to the World, he offers one of his most polished syntheses of how heritage, strategy and culture intertwine to forge enduring brand empiress.

Publication date: 2023
Publisher: Bloomsbury Visual Arts
Pages: 184
ISBN:  9781350335783