194 pages · 2024
Luxury Fashion Marketing and Branding
A Strategic Approach
By Alice Dallabona
- Published
- August 22, 2024
- Imprint
- Routledge
- Edition
- 1st Edition
- ISBN
- 9781003264811
Overview
About this book
Luxury Fashion Marketing and Branding offers a comprehensive analysis of the key theories and concepts needed to understand the promotion of luxury fashion products. It covers subjects including luxury fashion retailing, digital marketing and communication, data analytics, emerging technologies, consumer behaviour and PR. The textbook also offers a focused discussion of the challenges faced by luxury fashion brands to meet growing customer demand for ethical and sustainable practice, including concerns related to diversity, inclusivity, and cultural sensitivity.
This textbook is grounded in business practices, featuring real-world examples and international case studies from both established and modern brands. Chapter objectives and summaries aid comprehension, whilst end-of-chapter questions and activities enable further research and discussion.
Luxury Fashion Marketing and Branding is ideal for advanced undergraduate and postgraduate students of fashion marketing and communications, luxury fashion business and luxury brand management. Its applied approach will also make it suitable for those studying for an Executive MBA in Fashion and Luxury Management. Online resources include an instructor’s manual, lecture slides and a test bank.
Subjects
Economics, Finance, Business & Industry
Inside the book
Table of contents
Select a chapter to read its abstract.
ChapterIntroduction
Pages: 4
The luxury fashion industry is a multifaceted entity that features a variety of players, in 2020 it was reported that the top ten luxury fashion brands dominated the market, and made over 90% of sales. The industry features a mix of independent labels and brands belonging to conglomerates and groups, but they all share similar characteristics in terms of brand management, marketing and communication. This book examines such characterising traits of luxury fashion brands through theory, examples and detailed case studies.
Part ILuxury Fashion Branding
Pages: 48
No chapter abstract available.
Chapter 1What is Luxury
Pages: 14
This chapter: explores the definitions of luxury discusses the characteristics of luxury goods examines the different levels of luxury within the luxury fashion industry
Chapter 2What is a Luxury Fashion Brand
Pages: 15
This chapter: explores the history and evolution of luxury fashion brands discusses definitions of luxury fashion brands examines forms of brand extension
Chapter 3Strategic Challenges for Luxury Fashion Brands
Pages: 17
This chapter: explores how brand equity is managed examines how luxury fashion brands respond to change discusses brand rejuvenation, repositioning and rebranding
Part IILuxury Fashion Retail and Consumer Behaviour
Pages: 34
No chapter abstract available.
Chapter 4Luxury Fashion Consumer Behaviour
Pages: 15
This chapter: examines who are the consumers of luxury fashion brands considers the drivers of luxury fashion consumption explores the differences between mature and emerging markets in terms of luxury fashion consumption
Chapter 5Luxury Fashion Retail
Pages: 17
This chapter: examines luxury fashion retail considers the luxury fashion consumer experience discusses online retail and omnichannel strategy for luxury fashion brands
Part IIILuxury Fashion Marketing and Communication
Pages: 50
No chapter abstract available.
Chapter 6Brand Identity for Luxury Fashion Marketing Communications
Pages: 16
This chapter: discusses sources of brand identity for luxury fashion brands explores narratives of country of origin and brand heritage examines the myth of the designer
Chapter 7Luxury Fashion Promotion and Advertising
Pages: 16
This chapter: discusses the methods luxury fashion brands employ in terms of promotion and advertising explores the role of fashion shows, advertising campaigns and celebrity endorsement examines the pivotal role of PR
Chapter 8Digital and Social Media Marketing for Luxury Fashion
Pages: 16
This chapter: outlines the different tools for digital marketing within the luxury fashion industry explains what strategies are used by luxury fashion brands explore how luxury fashion brands can extract value through data analytics
Part IVThe Future of Luxury Fashion Branding and Marketing
Pages: 47
No chapter abstract available.
Chapter 9Luxury Fashion Marketing and Emerging Technologies
Pages: 14
This chapter: outlines the ways luxury fashion brands use technology to support consumer engagement examines the different tools and tactics used with regards to dematerialisation considers how technology can support the fight against fakes
Chapter 10Diversity, Inclusivity and Cultural Sensitivity
Pages: 16
This chapter: explores how narratives of diversity are employed by luxury fashion brands considers issues of inclusivity within the industry defines cultural appropriation and discusses other forms of cultural references by luxury fashion brands
Chapter 11Sustainability and Ethical Issues in Luxury Fashion
Pages: 15
This chapter: examines social responsibility in luxury fashion addresses animal welfare practices within the industry considers how luxury fashion brands engage with sustainability