The Cult of the Luxury Brand:  Inside Asia's Love Affair With Luxury
"Fascinating. Full of insight and vital source material for anyone  interested in understanding modern Asians." --Miles Young, Chairman of Ogilvy & Mather Asia Pacific"Painstakingly researched and easy to read, an amazing look inside  the luxury brand trade." --Ambar Brachmachary, President of JWT JapanAsia has fallen madly, deeply, hopelessly in love, and the objects of its affection are Louis Vuitton bags, Ferragamo shoes and Burberry trench coats. What spurred this regionwide obsession with Western luxury brands? Radha Chadha and Paul Husband analyze the phenomenon in an in-depth study of the "luxeplosion" reverberating throughout Asia. New money is upsetting old ways, allowing people to buy their way to the top of the status ladder. Chadha and Husband identify how this luxury mania took hold, country by country. Savvy marketers can use this information in their plans to penetrate the Asian market. The prose is lively, engaging and witty, elevating this marketing manual into the fun-to read category. --The Press-Enterprise, July 7, 2008Excellent and timely. Chadha and Husband have got the story. It's  'hands-on', accessible, informative, professional and lively." --Dr. Kaori O'Connor, University College London and author ofThe  Way We Wear