Luxury Fashion Branding [electronic resource] : Trends, Tactics, Techniques /
Okonkwo, U.author.
This 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.
Description based upon print version of record.
Contents; List of tables and figures; Foreword; Author's note; Acknowledgements; Introduction - Who said fashion is not serious business?; Chapter 1 - A question of luxury; Chapter 2 - What's in a name? The history of luxury fashion branding; Chapter 3 - A passion for fashion:the luxury fashion consumer; Chapter 4 - Luxury retail design and atmosphere; Chapter 5 - The art of creating and managing luxury fashion brands; Chapter 6 - Digital luxury; Chapter 7 - Le new luxe; Chapter 8 - Customize me!; Chapter 9 - The luxury fashion business strategy model; Chapter 10 - Case illustrations
ReferencesIndex
Includes bibliographical references and index.
This 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.
Marketing.
Marketing.