Silk is not just a simple natural fiber - it represents something meaningful, universal, and perennial. This book tells the story of how the silk textile conquered the luxury world, and remained prestigious throughout the ages. Examining sociological research dating back to Antiquity, the Mongol Empire, and Ottoman Turks, this book demonstrates the value of globalisation and the importance of diversity through the lens of silk as an enduring luxury textile. AUTHOR: Trini Callava is a marketing lecturer at University of Miami's School of Business Administration, specialising in marketing strategy, luxury brands, and international marketing. She has an MBA in marketing and a PhD in organisation and management. SELLING POINTS: . The fascinating sociocultural story of how the silk textile conquered the luxury world, and remained prestigious throughout the ages . Engaging and thought-provoking historical research dating back to Antiquity . Provides the perfect real-world demonstration of how globalisation can enrich a product, not diminish it . A valuable and entertaining read for anyone in marketing, luxury and lifestyle . Written by a published marketing professional and academic with over 30 years' experience in the industry
