Luxury Fashion Branding - Trends, Tactics, Techniques, is the groundbreaking pioneer text that addresses the business of luxury from a strategic viewpoint. It critically analyses the essential aspects of the luxury fashion sector through tracing its origins, analysing its current state, assessing its consumer behaviour, retailing tactics, branding and marketing strategies, e-business techniques, new luxury definitions and their implications, environmental analysis, customisation methods, business modelling and case study analysis.
For the first time, the luxury industry is provided with advanced strategies, tools and techniques required for modern business management, through sound research and ongoing practice. These are sources of new approaches towards the business of smartly bringing objects of desire into the marketplace.
'Luxury is a necessity that begins where necessity ends'. These words spoken by GabrieUe Coco Chanel in the early twentieth century remain as true as ever today. Luxury fashion has see ped 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 which 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 extremely knowledgeable, demanding and restless. To put it mildly, the luxury consumer and the luxury landscape have changed!
What does all of this imply for luxury fashion brands? The answer is a changing sector currently undergoing an important market evolution,internal management shifts and rapid expansion, and one in dire need of strategic business direction.
Luxury Fashion Branding is a groundbreaking book 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 eretailing.
Presented in a dear language, Luxury Fashion Branding will make engaging reading for anyone who wishes to [earn about the captivating business of turning functional products into symbolic objects of desire.
List of tables and figures
Foreword by James Ogilvy
Author's note
Acknowledgements
Introduction: who said fashion is not serious business?
1 A question of luxury
2 What's in a name? The history of luxury fashion
branding
Branding evolution
Origins of luxury fashion
Early civilization fashion (3200 BC to 80 BC)
From Egypt to Crete and Greece (700 BC to 1150 BC)
The Etruscan and Roman fashion influence (800 BC to AD 476)
From Rome to the Byzantine Empire and the Middle-Age(AD -450 to -1500)
The Renaissance, Italy and fashion (15th and 16th centuries)
Seventeenth-century baroque fashion
The eighteenth century, France and luxury fashion
The nineteenth century and modern luxury fashion
The rise of the yankees
The twentieth-century fashion explosion
The sixties
The seventies
The eighties
The nineties
The noughties
2007 and beyond
The dolce vita style blast
America, fashion and commerce
The luxury brand index
Charles Frederick Worth: Le Pere de la haute couture
Modern business principles
Great moments in the history of fashion
3 A passion for fashion: the luxury fashion consumer
The consumer is king
The consumer purchase-decision process
Who is the luxury fashion consumer?
The twenty-first century fashion consumption environment
Luxury consumer market indicators
The future luxury fashion consumer
Strategic implications for luxury brands
4 Luxury retail design and atmosphere
Luxury retail location
Store concept
Retail extension
Product merchandizing design
New selling techniques
The case of designer outlet shopping villages
5 The art of creating and managing luxury fashion brands
What is branding, really?
Branding benefits
Luxury fashion branding strategy development
The brand concept
The brand identity
Brand awareness
Brand positioning
Brand loyalty
Brand equity
Brand value
The luxury fashion marketing strategy
The product
Pricing
The place of distribution
Promotion
The celebrity connection
People
Positioning
The confusion and clarification of fashion co-branding
The menace of fake luxury goods
The luxury branding death-wish list
6 Digital luxury
The case for e-retail
E-retail indicators
E-retail attributes
The internet as a retail location
Online luxury fashion consumer behaviour
Luxury fashion e-retail strategy
Are luxury fashion products suitable for e-retailing?
E-retail strategy options
Luxury fashion e-marketing and e-branding strategy
E-marketing strategy
The 10 Cs of luxury fashion e-marketing
E-branding strategy
Website and e-store design
E-merchandizing
Final notes
The luxury e-retail death wish list
7 Le new luxe
A different fashion landscape
The effects of the changing environment
The rise of the masses
From fast fashion to throwaway fashion
Trend watching, trend tracking and luxury services
The new luxury brands
Accessible luxury
Intangible luxury
A borderline identity
So who are the true luxury brands?
How the future looks
8 Customize me!
What is customization?
Who wants to be customized?
What are the benefits of customization?
How can luxury brands customize goods and services?
Customizing standardized products
Point of delivery customization
Customizing the retail shopping experience
Producing bespoke goods
Customizing the online experience
Allowing the consumer to customize the process
What are the challenges of customization?
9 The luxury fashion business strategy model
What is a business strategy model?
The business strategy modelling process
End notes
10 Case illustrations
The Armani brand extension success story
The boom and bust of boo.com
The effect of licensing on Pierre Cardin's brand equity
Is Ande Ross the first twenty-first century luxury brand?
What does 'Britishness' mean in luxury fashion?
References
Index
