Luxury Fashion Branding: Trends, Tactics, Techniques

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Springer, Jan 18, 2016 - Business & Economics - 352 pages
2 Reviews
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
Copyright

Other editions - View all

Luxury Fashion Branding: Trends, Tactics, Techniques
U. Okonkwo
Limited preview - 2016
Luxury Fashion Branding: Trends, Tactics, Techniques
U. Okonkwo
Limited preview - 2016
Luxury Fashion Branding: Trends, Tactics, Techniques
U. Okonkwo
No preview available - 2007
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Common terms and phrases

accessories addition adopted advertising Alexander McQueen André Ross aspect asset bespoke boo.com brand concept brand equity brand image brand loyalty brand name brand personality brand positioning brand value branding strategy Burberry business strategy celebrity century Chanel Christian Dior co-branding colour company’s competitive consumer’s creating creative current luxury customer services e-retail strategy enhance example factors fash fashion consumers fashion designers Figure France French Giorgio Armani global luxury Gucci Hermès important industry influence innovative intangible Italian Italy Jimmy Choo launched lifestyle Louis Vuitton luxury brands Luxury Briefing luxury consumers luxury fashion brands luxury fashion sector luxury goods sector luxury market luxury products luxury retail luxury sector LVMH mass customization mass fashion brands offerings offline online consumer Paris Pierre Cardin products and services purchase result Roberto Cavalli shoppers Stella McCartney style tion Tom Ford Versace Worth

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.

Bibliographic information

QR code for Luxury Fashion Branding
TitleLuxury Fashion Branding: Trends, Tactics, Techniques
AuthorU. Okonkwo
Editionillustrated
PublisherSpringer, 2016
ISBN0230590888, 9780230590885
Length352 pages
Subjects ›  › 

Business & Economics / Advertising & Promotion
Business & Economics / Marketing / General
Business & Economics / Sales & Selling / General
  
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