Luxury Fashion Branding: Trends, Tactics, Techniques Review

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Luxury Fashion Branding: Trends, Tactics, Techniques ReviewPrompted by the fact that Harvard Business School adopted this book, I had to pick it up . Uche presents luxury fashion branding in a clear and concise language. This text is for the advanced practitioner and student who needs to understand today's market place and requires tools for analysis. The analytical nature of the text makes it timeless as the principles can directly be applied to crafting business strategy & planning irrespective of the industry. The text is rich, full color and full of real life examples from known & unknown brands. Particularly helpful to me was the Luxury Fashion Brand index that highlights Luxury brands from Guerlin (1828) to Andres Ross (2004) and Tom Ford (2006). The case analysis of Andre Ross provided further insight into this rising luxury brand ---- THIS BOOK IS A MUST BUY -
Luxury Fashion Branding: Trends, Tactics, Techniques Overview"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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