Luxury Fashion Branding: Trends, Tactics, Techniques (Hardcover)

'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. Theauthor is nothing if not thorough. I was intrigued by this book'-Zoe Page, The Book Bag

Product Description
'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.

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• Books > Art, Architecture & Photography > Design Studies > Fashion
• Books > Art, Architecture & Photography > Fashion Design
• Books > Business, Finance & Law > Management
• Books > Business, Finance & Law > Sales & Marketing > Brands & Corporate Identity
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