Description
Book SynopsisThis textbook examines fashion luxury brand management, providing students with a comprehensive understanding of its origins, unique components, current practices, global trade and, most importantly, the application of sustainable models to the industry. It also highlights what makes brands fail and how they can become more resilient.
The key content covers the heritage of luxury brands, the importance of craftsmanship and creative direction, the role of luxury conglomerates, cultural awareness and internationalisation, risks of failure and opportunities for revitalisation as well as the application of sustainable measures for a resilient and ethical brand future. Each chapter includes a combination of industry insights, case studies or expert interviews. Coupled with theoretical frameworks and business models, these examples and case studies show how sustainable models can be applied to existing luxury brands and how practices can be embedded into the brand concept. S
Trade Review
Endorsements
"Professor Mitterfellner has written a fascinating and thought-provoking academic text that demystifies luxury brand management and gives students a new insight into luxury fashion. Thanks to many interviews with experts, new ground-breaking theories, and an original and lively prose style, she builds up a picture of what luxury and sustainability mean in today’s fashion world. Although designed for academic research it should also have a broader public appeal – recommended."
Dr John Altman, composer/ Emmy winner/ author.
"Olga Mitterfellner is a great voice in today’s world of brand management and luxury fashion and keeps a finger on the pulse of the fashion industry. Luxury Brand Management and Sustainability, splendidly adds to the discourse of luxury brand concepts and theories, whilst engaging readers in untold fashion history, new concepts, and a highlight of diverse and inclusive selection of fashion professionals in case studies. Definitely a must read for any academic, student or researcher seeking new insight into a historical and prominent segment of fashion."
Sharon N. Hughes, Sr. Lecturer of Fashion Marketing, University of East London and Global Fashion Business Consultant
"A guide on the fundamentals of strategic brand identity systems, etiquette and expression; this illuminating text reminds us of the core principles of communication and purposeful prosperity, to evolve and encourage our own perspective. Time to hit the 'reset' button - this book (in true Mitterfellner style) is rich in both historical and contemporary context that will bring us back to basics by way of looking forward."
Teresa Havvas, Founder of The Advisory &. Academic Counsel for the Creative Industries
Table of Contents Chapter 1: From History to Heritage of Luxury Fashion. Chapter 2: From the Creative Director to the Fashion Show. Chapter 3: Luxury Brand Qualities, Brand Construct and Brand Touchpoints. Chapter 4: Good and bad Parenting of Luxury Fashion. Chapter 5: Internationalisation and Emerging Economies for Luxury Fashion. Chapter 6: Decline and Resuscitation of Luxury Fashion Brands. Chapter 7: Luxury Fashion and the Sustainable Approach. Chapter 8: The future of Luxury Fashion Brands
