Luxury has always been the subject of controversy. As far back as Ancient Greece (Athens vs. Sparta), luxury either magnified society or was the enemy of virtue. Under the impetus of brands and major groups, luxury, which is elitist and valued, has become a market that has become increasingly segmented. There is not one luxury, but many. Diversification is a major challenge in this much broader sector than in the past. Having gradually become global marketing strategy brands, luxury houses are applying an undifferentiated plan regardless of the country they are targeting. Pure" global marketing strategies are actually quite rare... Luxury brands are facing a complex 21st century. The increasing number of diversification initiatives is making the sector more competitive, all with the aim of boosting profitability, as shareholders are obliged to do. Luxury - timeless, dreamy, comforting, rebellious, offbeat, extravagant, even sometimes shocking - has always offered us extraordinary experiences... And rest assured, that's not about to change!