The bag : a new star

Abstract

The union of fashion "fetish" brands in some economic groups, such as the LVMH group, the PPR group and the Richmond group is a new fact in the fashion and luxury universe dating back to the eighties, and that continues to expand through the nineties until the present day. Buy, sell, merge, centralize and discontinue, seems to be the rule in this market with very particular characteristics. If in the past luxury brands were centered on families, being a legacy passed from generation to generation, whose products were still manufactured using traditional techniques, today almost anything works in that way. The fashion business became too serious to be left in the hands of tailors. In the diffusion of brands, business groups began to look at the stars as a safe harbor in respect to disseminating them. Never before the linkage to these “style stars” was so blatant.