Luxury Fashion Branding: Trends, Tactics, Techniques

Front Cover
Springer, Jan 18, 2016 - Business & Economics - 352 pages
This groundbreaking fashion branding and management text brings an analytical business dimension to the marketing and corporate techniques of the luxury fashion goods industry. It will make engaging reading for anyone who wishes to learn about the captivating business of turning functional products into objects of desire.
 

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Contents

Introduction Who said fashion is not serious business?
1
Chapter 1 A question of luxury
7
Chapter 2 Whats in a name? The history of luxury fashion branding
13
the luxury fashion consumer
59
Chapter 4 Luxury retail design and atmosphere
78
Chapter 5 The art of creating and managing luxury fashion brands
102
Chapter 6 Digital luxury
178
Chapter 7 Le new luxe
225
Chapter 8 Customize me
246
Chapter 9 The luxury fashion business strategy model
267
Chapter 10 Case illustrations
278
References
315
Index
321
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About the author (2016)


Uché Okonkwo is one of the pioneer business strategy consultants in the luxury industry. Based in Paris, she is the Executive Director& Founder of Luxe Corp. (www.luxe-corp.com), the leading strategy& management consultancy company specialized in the luxury industry and its affiliated sectors. Based at Paris' famed Place Vendôme, Luxe Corp currently advises and collaborates with major international luxury brands including Louis Vuitton, Gucci, Richemont, Christian Dior, Coty, Piaget, and Fabergé as well as emerging luxury brands including Daniele de Winter, André Ross and Gottèsman. Uché is also the Editor of the luxury business magazine, Luxe-Mag.Com (www.luxe-mag.com). A luxury veteran with extensive cross-sector experience in luxury management and strategy consultancy, Uché is a Fellow of the American Luxury Marketing Council and sits on the Advisory Board of the Global Luxury Forum Moscow. She has an MBA from Brunel University Business School London. She can be contacted through the book's website, www.luxuryfashionbranding.com.

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