Luxury Fashion Branding Trends, Tactics, Techniques

ISBN-10: 0230521673
ISBN-13: 9780230521674
Edition: 2007
List price: $70.00 Buy it from $42.94
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Description: "Luxury is a necessity that begins where necessity ends." These words, spoken by Gabrielle Coco Chanel in the early twentieth century, remain as true as ever in our current society. Luxury fashion has seeped into every sphere of our consumer  More...

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Book details

List price: $70.00
Copyright year: 2007
Publisher: Palgrave Macmillan
Publication date: 5/3/2007
Binding: Hardcover
Pages: 332
Size: 6.25" wide x 9.50" long x 1.25" tall
Weight: 0.946
Language: English

"Luxury is a necessity that begins where necessity ends." These words, spoken by Gabrielle Coco Chanel in the early twentieth century, remain as true as ever in our current society. Luxury fashion has seeped into every sphere of our consumer society. It has become the norm to aspire towards attaining the delectable goods of brands like Louis Vuitton, Gucci, and Dior. This desire is further heightened by the fact that fashion has been made more available to the masses by brands like H&M and Zara who continuously offer luxury-style goods at lower prices. Also, globalization and technological and communications advancement have made fashion even more accessible. Consumers can now shop at will on the Internet, access a wide variety of goods and exchange instant brand experiences. These have made the average fashion consumer savvy, demanding and restless. To put it mildly, the luxury consumer and the luxury landscape have changed! What do these imply for luxury fashion brands? A changing sector currently undergoing an important market evolution, internal management shifts and rapid expansion, in dire need of strategic business direction. Luxury Fashion Brandingis the groundbreaking first book of its kind that addresses the business of luxury fashion from a strategic viewpoint. It critically analyses the essential aspects of the luxury fashion sector from tracing the origins of luxury fashion to assessing its consumers, retailing tactics, branding and marketing strategy, business modelling and e-retail. Presented in a clear language with pictorial illustrations,Luxury Fashion Brandingwill make an engaging reading for anyone who wishes to learn about the captivating business of turning functional products into objects of desire.

Introduction
A Question of Luxury
What Is in a Name? The History of Luxury Fashion Branding
The Luxury Fashion Consumer
Luxury Retail Design & Atmosphere
The Art of Building and Managing a Luxury Brand
Digital Luxury
Le New Luxe
Customise Me!
The Luxury Fashion Business Model
Case Illustrations

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