Chairman has assembled a diverse empire of more than 60 brands, sales of which totaled $40 billion (€29.8 billion) in 2013 (see Figure 11-2). Arnault, whom some refer to as "the pope of high fashion," recently summed up the luxury business as follows "We are here to sell dreams. When you see a couture show on TV around the world, you dream. When you enter a Dior boutique and buy your lipstick, you buy something affordable, but it has the dream in it