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    Chapter 7 Made in France and Made in Paris

    Proposal review

    Luxury branding in the longue durée

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    Author(s)
    Pouillard, Veronique
    Millet, Audrey
    Language
    English
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    Abstract
    Made in France examines the long history of the branding of the French nation, from the political imprint of Prime Minister Jean-Baptiste Colbert to the present day. The politics of Made in France were articulated at several levels of power, which was centralised by the French state, but also exercised locally, as in Paris and in the wine producing regions. The French government has consistently fostered production that advertised its country-of-origin as a symbol of quality on domestic and international markets. This chapter discusses the luxury industries, especially haute couture. The experiences of this industry, and other luxury industries show that is possible to relocate production outside France, which has resulted in the massification of luxury-item production.
    Book
    National Brands and Global Markets
    URI
    https://library.oapen.org/handle/20.500.12657/60875
    Keywords
    Brands, Historical, Perspective, National, Markets, Global
    DOI
    10.4324/9781003166184-7
    ISBN
    9780367754976, 9780367762681, 9781003166184
    Publisher
    Taylor & Francis
    Publisher website
    https://taylorandfrancis.com/
    Publication date and place
    2023
    Grantor
    • University of Oslo
    Imprint
    Routledge
    Classification
    Economic history
    Economics
    Sales and marketing
    Pages
    19
    Rights
    https://creativecommons.org/licenses/by-nc-nd/4.0/
    • Imported or submitted locally

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    License

    • If not noted otherwise all contents are available under Attribution 4.0 International (CC BY 4.0)

    Credits

    • logo EU
    • This project received funding from the European Union's Horizon 2020 research and innovation programme under grant agreement No 683680, 810640, 871069 and 964352.

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