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Luxury fashion branding = trends, tactics, techniques /

紀錄類型:	書目-電子資源 : 單行本
正題名/作者:	Luxury fashion branding/ Uche Okonkwo.
其他題名:	trends, tactics, techniques /
作者:	Okonkwo, Uche.
出版者:	Basingstoke :Palgrave Macmillan, : 2007.,
面頁冊數:	1 online resource (xx, 332 p.) :ill. (some col.) :
標題:	Luxuries - Marketing. -
電子資源:	An electronic book accessible through the World Wide Web; click for information
ISBN:	9780230590885

Luxury fashion branding = trends, tactics, techniques /
Okonkwo, Uche.

Luxury fashion brandingtrends, tactics, techniques /[electronic resource] :Uche Okonkwo. - Basingstoke :Palgrave Macmillan,2007. - 1 online resource (xx, 332 p.) :ill. (some col.)

Includes bibliographical references and index.

Introduction: Who said fashion is not serious business? -- What's in a name? The history of luxury fashion branding -- A passion for fashion: the luxury fashion consumer -- Luxury retail design and atmosphere -- The art of creating and managing luxury fashion brands -- Digital luxury -- Le new luxe -- Customize me! -- The luxury fashion business strategy model.

[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.

ISBN: 9780230590885

Standard No.: 10.1057/9780230590885doi

Source: 323203Palgrave Macmillanhttp://www.palgraveconnect.comSubjects--Topical Terms:

238813
Luxuries
--Marketing.Index Terms--Genre/Form:

96803
Electronic books.

LC Class. No.: HD9940.A2 / O39 2007eb

Dewey Class. No.: 658.827

Luxury fashion branding = trends, tactics, techniques /
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