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'Insightful and thought-provoking - this is an indispensable guide to those looking to understand the modern luxury industry' Mark Dunhill, CEO, Faberge '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 'Uche 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. Uche'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 expose 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' Zoe Page, The Book Bag 'The analytical nature of this book makes it timeless! The text is rich, full color and full of real life examples from known & unknown brands.' Roselyn Lewis (Washington) 'This book is just what d luxury fashion industry has been lacking. Well done, Uche' Kema Sam (London) 'This book is my bible for the luxury business' Aleksandra Ruczynska (Warsaw) 'This is one of the most comprehensive analysis of the luxury business for anybody who wants to have a real understanding of the luxury business.' Jorge Cosano (New York)
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[FRONT FLAP] '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 today. Luxury fashion has seeped into every sphere of our consumer society; it has become the norm to aspire towards owning products from exclusive brands like Vuitton, Gucci and Dior. This desire is further heightened by affordable, available fashion from 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. Consequently the average fashion consumer has become 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 through tracing the origins of luxury fashion; assessing its consumers, and retailing tactics as well as branding and marketing strategy, business modelling and e-retailing. Presented in a clear language, Luxury Fashion Branding will make an engaging reading for anyone who wishes to learn about the captivating business of turning functional products into symbolic objects of desire. [BACK FLAP] Uche Okonkwo is one of the pioneer Business Strategy Consultants in the luxury fashion industry. Based in Paris, she is the Executive Director & Co-Founder of Luxe E.t.c., the world's only Business Management Consultancy firm dedicated to the Luxury Goods industry and its affiliated sectors. She has extensive cross-sector experience in consultancy, management and academics. Uche also has an MBA from Brunel University, London and is a Doctorate candidate at Ecole Superieur de Commerce, Rennes, France.
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