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 Branding is the groundbreaking first
book of its kind that
addresses the business of luxury fashion
from a strategic viewpoint. It
critically analyzes 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
Branding will make engaging reading for
anyone who wishes to learn about
the captivating business of turning functional
products into objects of
desire. |
