This book delves into the multifaceted realm of luxury, shedding light on the pivotal transformations across industries and markets. Set against the backdrop of an increasingly complex and dynamic landscape, chapters explore how luxury brands rise to the challenges of globalization, emerging markets, the rise of digital technology, and advanced manufacturing techniques. Moreover, authors explore the increasing pressure the industry faces to address societal issues such as sustainability, ethical labour practices, and diversity and inclusion.  

This second part of a two-volume collection focuses on the context of luxury brands, including the impact and evolution of their social, cultural and technological aspects. It delves into transformational changes shaping luxury brands’ business evolution, including generational attitudes, circular business models, art and emotions, and consumption under war and crises. Particular emphasis is given to sustainable and innovative practices, such as technology applications, virtual couture, digital ecosystems and smart luxury.  The first volume focuses on how luxury brands adapt to shifting market conditions, identifying and predicting changes in the industry, consumer behaviour, strategy and business models.

Alkis Thrassou is Director of Gnosis Mediterranean Institute for Management Science and a Professor of Strategic Marketing at the University of Nicosia, Cyprus (EU).

Demetris Vrontis is the Vice Rector for Faculty and Research and a Professor of Strategic Management at the University of Nicosia, Cyprus (EU).

Leonidas Efthymiou is Associate Professor in the School of Business, at the University of Nicosia, Cyprus (EU).

Yaakov Weber is President of the EuroMed Academy of Business and Director of the School of Business Research Center, College of Management Academic Studies, Rishon LeTsiyon, Israel .

S. M. Riad Shams is Head of the PhD programme and Assistant Professor at the Newcastle Business School, Northumbria University, UK.

Evangelos Tsoukatos is Vice President at the EuroMed Research Business Institute, Nicosia, Cyprus