Description
Book SynopsisThis groundbreaking fashion branding and management text brings an analytical business dimension to the marketing and corporate techniques of the luxury fashion goods industry. It will make engaging reading for anyone who wishes to learn about the captivating business of turning functional products into objects of desire.
Trade Review'Insightful and thought-provoking - this is an indispensable guide to those looking to understand the modern luxury industry.' -Mark Dunhill, CEO, Fabergé
'A practical and essential resource for anyone involved in the business of selling luxury fashion. At last, I have a resource to which I can refer people.' -James Ogilvy, Publisher, Luxury Briefing, London
'Uché has written a true classic that will be a benchmark for years to come.' -Milton Pedrezza, CEO, The Luxury Institute, New York
'Luxury Fashion Branding demonstrates that fashion is not just about flounces and flash, but has a true business edge that cannot be given short drift.'- Yaffa Assouline, Editor-in-chief, LuxuryCulture.Com / Assouline Media
'Finally, the business of luxury has received what it has been missing for years, in this book.'- Christian Jagodzinski, CEO & Founder, Villazzo Villa Hotel Group
'This book is a must-read for anyone who is serious about competing in the luxury fashion arena. Uché's insights on the strategic aspects of brand management have helped us position Bontoni at the highest end of the luxury market' - Lewis Cutillo, Co-Founder, Bontoni
'This is a pioneering exposé on a dynamic area of human endeavour -luxury goods-, focusing on it as a business.' -Wladimir Sachs, PhD, Associate Dean, Research, ESC Rennes School of Business, France
'This book is not just an excellent resource for the established luxury world, but an essential read for luxury players of the emerging markets who wish to compete on the international level' -Lieran Stubbings, Director, Global Luxury Forum
'Although the subtitle of this book is Trends, Tactics, Techniques, there's a whole lot more than that. The author is nothing if not thorough. I was intrigued by this book' -Zoë Page, The Book Bag
Table of ContentsIntroduction A Question of Luxury What is in a Name? The History of Luxury Fashion Branding The Luxury Fashion Consumer Luxury Retail Design & Atmosphere The Art of Building and Managing a Luxury Brand Digital Luxury Le New Luxe Customise Me! The Luxury Fashion Business Model Case Illustrations
