000			02166nam a2200277Ia 4500
001			3318
008			230305s2009 xx 000 0 und d
020			_a9783639207873
040			_cTBS
041			_aeng
043			_aen_UK
050			_aHD9999.L852 _bD55 2009
100			_aDijk, Marcha van _923438 _eauthor
245		0	_aLuxury fashion management _b: brand and marketing management in the ever-changing luxury fashion industry _c/ Marcha van Dijk.
260			_bSaarbrucken, Germany : VDM Verlag Dr. Muller, 2009
300			_aiv, 59 pages : illustrations, charts, portraits (black and white) ; 22 cm.
504			_aIncludes bibligraphical references (p.51-52) and index.
505			_aIntroduction — The concept of luxury — The luxury fashion market — Case study : Chanel vs. Hennes & Mauritz — Recommendations — Conclusion and implications.
520			_aOwning and wearing the latest fashion from historic fashion brands like: Chanel, LV and Hermès used to be only reserved for the elite who could afford these coveted items. But the luxury fashion environment has changed, and now luxury fashion has entered the consumer market. Luxury fashion brands are introducing more affordable product lines, luxury fashion consumers are trading-down their wardrobes and high-street fashion brands like H&M and Zara are offering luxury style products at low prices and are advertising in high-end publications like Vogue. Consumers have more choice than ever before and are combining luxury fashion with high-street fashion items. In short, the luxury fashion market is facing a threat from the mass market and has to deal with a more demanding and individualistic luxury fashion consumer than ever before. Luxury Fashion Management will examine these changes on the luxury fashion market and explores the implications of this new environment for the branding and marketing strategies of luxury fashion brands.
650		0	_aBrand name products _92371
650		0	_aFashion merchandising _98540
650		0	_aLuxury goods industry _97363
650		0	_aLuxuries _xMarketing _97147
650		0	_aBrand name products _xMarketing _913714
942			_2lcc
999			_c3152 _d3152