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'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.
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.
For more information, visit the author's website
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› Consultez la page Uche Okonkwo d'Amazon
› Consultez la page Uche Okonkwo d'Amazon
Dans ce livre
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Parcourir les pages échantillon
Couverture | Copyright | Table des matières | Extrait | Index | Quatrième de couverture
Couverture | Copyright | Table des matières | Extrait | Index | Quatrième de couverture
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Commentaires client les plus utiles
1 internaute sur 1 a trouvé ce commentaire utile :
1.0 étoiles sur 5
Laissez tomber !!!,
Par Candu (France) - Voir tous mes commentaires
Ce commentaire fait référence à cette édition : Luxury Fashion Branding: Trends, Tactics, Techniques (Relié)
This book might be OK for very very young readers with no previous exposure to business and especially brand marketing. It is very simplistic and shows very little new insight into the luxury industry and the luxury consumer. Very little up to date information has been included and as I read the book I wondered why I was wasting my time. No mention of consumer psychology leaves the book shallow and very disappointing. I find it strange that there have been positive reviews...unless they have been posted by friends and family of Dr...no sorry, Ms. Okwonko.
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1.0 étoiles sur 5
Errors, errors, errors... Horrible!,
Par Jordan Phillips "The Lure of Luxe" (New York City) - Voir tous mes commentaires
Ce commentaire fait référence à cette édition : Luxury Fashion Branding: Trends, Tactics, Techniques (Relié)
There is an error on almost every page! I have never seen such horrible copy editing in my life. At least 50 names are spelled wrong.
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Aucun internaute (sur 1) n'a trouvé ce commentaire utile :
5.0 étoiles sur 5
Comprehensive and in-depth,
Ce commentaire fait référence à cette édition : Luxury Fashion Branding: Trends, Tactics, Techniques (Relié)
Uché Okonkwo's book, Luxury Fashion Branding has been a reference for me and my colleagues since I discovered it two years ago. I found it very well researched, in-depth and very relevant for both fashion and other areas of luxury. It is also a pleasant read, with all the colour pictures etc. I have since had the opportunity to meet the author and I must say that she is one to admire. Those that know her well also know that she is one of the few people to ever combine a rich professional background with an excellent academic approach in the area of luxury at the highest level(MBA, Phd etc). Thank you Uché for this book, ignore your detractors and I hope there will be more books from you on luxury in the future. We're waiting....
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