Explains why luxury brands are a modern set of symbols that Asians are wearing to redefine their identity and social position.

This book draws on over 150 interviews with industry experts, consumer research, and on-the-ground studies of luxury stores in Tokyo, Shanghai, Beijing, Hong Kong, Seoul, Taipei and Bangkok. The luxury brand cult in Asia is so powerful that Asia is now the biggest market in the world for Western luxury brands.

In today's Asia you are what you wear! "The Cult of the Luxury Brand" is the first book on Asia's love affair with luxury brands and explores the 'democratization of luxury' which has thrown the doors of exclusivity open to ordinary people. The book also explains the paradox of simultaneously pumping up your product's status while pumping it out to the masses. It cracks the code of the luxury brand cult, offering a tried-and-tested approach to creating an explosive following for your brand, and also examines the phenomenon of 'genuine fakes" impossible to tell from the original, and detracting from sales of the real thing.

A must-read for anyone looking to get a foothold in the rapidly expanding Asian premium brands market - particularly the extraordinary China story - containing valuable business insights into how to make money in a luxury industry of ever-thinning margins and increasing retailer dominance.