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Usually ships in 1 business days | | | | | | "Luxury 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 in our current society. Luxury fashion has seeped into every sphere of our consumer society. It has become the norm to aspire towards attaining the delectable goods of brands like Louis Vuitton, Gucci, and Dior. This desire is further heightened by the fact that fashion has been made more available to the masses by 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. These have made the average fashion consumer 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 from tracing the origins of luxury fashion to assessing its consumers, retailing tactics, branding and marketing strategy, business modelling and e-retail.
Presented in a clear language with pictorial illustrations, Luxury Fashion Branding will make an engaging reading for anyone who wishes to learn about the captivating business of turning functional products into objects of desire.
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| | Product Details | | Author: | Uche Okonkwo | | Hardcover: | 320 pages | | Publisher: | Palgrave Macmillan | | Publication Date: | June 15, 2007 | | Language: | English | | ISBN: | 0230521673 | | Product Length: | 9.25 inches | | Product Width: | 6.51 inches | | Product Height: | 1.04 inches | | Product Weight: | 1.98 pounds | | Package Length: | 9.4 inches | | Package Width: | 5.8 inches | | Package Height: | 1.1 inches | | Package Weight: | 1.8 pounds | | Average Customer Rating: |  based on 12 reviews |
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| | Customer Reviews | Average Customer Review: ( 12 customer reviews )
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Most Helpful Customer Reviews
8 of 9 found the following review helpful:
 An Illuminating Industry Standard Feb 28, 2008
By Roselynn O. Lewis
Prompted by the fact that Harvard Business School adopted this book, I had to pick it up . Uche presents luxury fashion branding in a clear and concise language. This text is for the advanced practitioner and student who needs to understand today's market place and requires tools for analysis. The analytical nature of the text makes it timeless as the principles can directly be applied to crafting business strategy & planning irrespective of the industry. The text is rich, full color and full of real life examples from known & unknown brands. Particularly helpful to me was the Luxury Fashion Brand index that highlights Luxury brands from Guerlin (1828) to Andres Ross (2004) and Tom Ford (2006). The case analysis of Andre Ross provided further insight into this rising luxury brand ---- THIS BOOK IS A MUST BUY -
5 of 6 found the following review helpful:
 Profound overview Jun 30, 2008
By Qualcuna
Luxury Fashion Branding gives a broad overview of all marketing aspects of this industry. Starting off with the history of luxury this book gives an understanding of the roots of todays fashion brands. Visual Merchandising and service is being described as well as evolving ecommerce aspects. The book is well structured and written, but could be more progressive. I expected to find some more groundbreaking future trends. It is no secret anymore that the trend goes towards high street fashion as well as customisation. Generally I recommend this book to students of luxury marketing and professionals who have just entered this industry. For those who have been working in this industry for a while it can be used to review.
5 of 6 found the following review helpful:
An author to keep your eye on.... Jan 09, 2008
By Sara White Wilson
"SWW"
The book contains not only valuable analysis that I know the industry's leading professionals are relying on, but also it is strikingly easy to read and understand, written in a clear and intelligent voice.
Any strategic thinker in the field - or even those interested in using fashion and luxury sectors as a model for another field - should definitely read this.
It's simply a pretty book too, nice page weight and size with good graphs and illustrations of the ideas within.
4 of 5 found the following review helpful:
An Essential Reference Book for everyone in the Luxury Business May 18, 2008
By Jorge Cosano
"Jorge Cosano"
Coming from a very rigorous business education like Wharton and working in the luxury industry, I have an extremely critical point of view for most publications about the industry. I think that overall Uche's work is one of the most comprehensive analyses of the luxury business. Uche starts offering a solid introduction to the history of luxury necessary to understand some of the key values of the industry, to move into the essentials of the luxury consumer and environment today. She continues offering a broad and pragmatic view about how to manage luxury brands, reviewing aspects such as brand awareness or value extremely useful for any professional. In addition, Uche offers unique perspectives about the new definition of luxury and the customization of luxury products, or the luxury in the Internet world, area in which she is a much respected expert. She closes the book with in-deep case analysis for brands such as Armani or Boo.com that help to the reader to summarize all the concepts exposed in the book. In conclusion, Uche's book is an essential reference tool for any professional who want to have a comprehensive understanding of the luxury business.
3 of 4 found the following review helpful:
Complete and detailed Luxury Encyclopedia in an awful cover May 27, 2008
By Italian Reader
"The italian reader"
No doubt this is a real good book for both non experts and experts on Luxury Fashion market. A must read book. Uche Okonkwo is a clever and skilled author. But why choosing this cheap and horrible cover that doesn't invite anyone to buy and that I had to hide while reading in public places as it looks like a cheap romance kiosk book?
See all 12 customer reviews on Amazon.com
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