000			03122nam a22002535i 4500
008			160118s2007 xxk| o |||| 0|eng d
020			_a9781349356577
040			_cTBS
041			_aeng
050		4	_aHD9940.A2 _bO39 2007
100			_aOkonkwo, Uché _eauthor _921410
245	1	0	_aLuxury fashion branding _b: trends, tactics, techniques _c/ Uché Okonkwo ; with foreward by James Ogilvy.
260			_aHampshire ; New York, NY : _bPalgrave Macmillan, _c2007.
300			_a xx, 332 pages : illustrations, photos, (black and white) ; 23 cm.
504			_aIncludes bibliographical references and index.
505	0		_aContents ― List of tables and figures ― Foreword ― 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 ― 3. - A passion for fashion : the luxury fashion consumer ― 4. - Luxury retail design and atmosphere ― 5. - The art of creating and managing luxury fashion brands ― 6. Digital luxury ― 7. Le new luxe ― 8. Customize me! ― 9. The luxury fashion business strategy model ― 10. Case illustrations.
520			_aLuxury 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.
650		0	_aLuxuries _xMarketing _97147
650		0	_aBrand name products _92371
650		0	_aFashion merchandising _98540
653			_aBibliography B3 FLM - The World of Luxury
653			_a9781349356577
942			_2lcc
999			_c1787 _d1787