Luxury Fashion Branding: Trends, Tactics, Techniques

Hardcover | June 15, 2007

byUche Okonkwo

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"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 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 Branding will make an engaging reading for anyone who wishes to learn about the captivating business of turning functional products into objects of desire.

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From the Publisher

"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...

Uché Okonkwo is recognized worldwide as one of the pioneer luxury business strategists. A true veteran of the luxury industry, she has closely collaborated with renowned luxury companies including Louis Vuitton, Gucci, Cartier, Fabergé, Christian Dior, Burberry, Tiffany's, Rémy Martin, Boucheron, Oscar de La Renta among many others. S...

other books by Uche Okonkwo

Luxury Online: Styles, Systems, Strategies
Luxury Online: Styles, Systems, Strategies

Kobo ebook|Feb 26 2010

$55.79 online$72.34list price(save 22%)
Format:HardcoverDimensions:320 pages, 9.58 × 6.29 × 1.1 inPublished:June 15, 2007Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230521673

ISBN - 13:9780230521674

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Extra Content

Table of Contents

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

Editorial Reviews

"Insightful and thought-provoking - this is an indispensable guide to those looking to understand the modern luxury industry." -Mark Dunhill, CEO, Fabergé "A practical and essential resource for anyone involved in the business of selling luxury fashion. At last, I have a resource to which I can refer people." -James Ogilvy, Publisher, Luxury Briefing, London"Uché has written a true classic that will be a benchmark for years to come." -Milton Pedrezza, CEO, The Luxury Institute, New York "Luxury Fashion Branding demonstrates that fashion is not just about flounces and flash, but has a true business edge that cannot be given short drift."- Yaffa Assouline, Editor-in-chief, LuxuryCulture.Com / Assouline Media"Finally, the business of luxury has received what it has been missing for years, in this book."- Christian Jagodzinski, CEO & Founder, Villazzo Villa Hotel Group "This book is a must-read for anyone who is serious about competing in the luxury fashion arena. Uché's insights on the strategic aspects of brand management have helped us position Bontoni at the highest end of the luxury market" - Lewis Cutillo, Co-Founder, Bontoni "This is a pioneering exposé on a dynamic area of human endeavour –luxury goods-, focusing on it as a business." -Wladimir Sachs, PhD, Associate Dean, Research, ESC Rennes School of Business, France"This book is not just an excellent resource for the established luxury world, but an essential read for luxury players of the emerging markets who wish to compete on the international level" -Lieran Stubbings, Director, Global Luxury Forum "Although the subtitle of this book is Trends, Tactics, Techniques, there’s a whole lot more than that. The author is nothing if not thorough. I was intrigued by this book" -Zoë Page, The Book Bag