INSEAD Library

Includes bibliographical references and index

Digitized

Luxury Fashion Branding Trends, Tactics, Techniques Contents List of tables and figures Foreword by James Ogilvy Author's note Acknowledgements Introduction: who said fashion is not serious business? 1 A question of luxury 2 What's in a name? The history of luxury fashion branding Branding evolution Origins of luxury fashion Early civilization fashion (3200 BC to 80 BC) From Egypt to Crete and Greece (700 BC to 1150 BC) The Etruscan and Roman fashion influence (800 BC to AD 476) From Rome to the Byzantine Empire and the Middle-Ages (AD -450 to -1500) The Renaissance, Italy and fashion (15th and 16th centuries) Seventeenth-century baroque fashion The eighteenth century, France and luxury fashion The nineteenth century and modern luxury fashion The rise of the yankees The twentieth-century fashion explosion The sixties The seventies The eighties The nineties The noughties 2007 and beyond The dolce vita style blast America, fashion and commerce The luxury brand index Charles Frederick Worth: Le Pere de la haute couture Modern business principles Great moments in the history of fashion 3 A passion for fashion: the luxury fashion consumer The consumer is king The consumer purchase-decision process Who is the luxury fashion consumer? x xv xvii xix 1 7 13 13 14 15 16 17 18 20 21 23 25 26 28 30 31 32 34 35 37 38 41 44 47 56 57 59 59 62 65 4 The twenty-first century fashion consumption environment Luxury consumer market indicators The future luxury fashion consumer Strategic implications for luxury brands Luxury retail design and atmosphere Luxury retail location Store concept Retail extension Product merchandizing design New selling techniques The case of designer outlet shopping villages 68 70 76 77 78 78 81 88 91 95 97 102 103 105 107 110 113 116 118 120 123 128 129 140 142 144 156 164 167 168 172 176 178 178 180 182 182 186 191 192 194 202 203 203 209 212 221 5 The art of creating and managing luxury fashion brands 102 What is branding, really? Branding benefits Luxury fashion branding strategy development The brand concept The brand identity Brand awareness Brand positioning Brand loyalty Brand equity Brand value The luxury fashion marketing strategy The product Pricing The place of distribution Promotion The celebrity connection People Positioning The confusion and clarification of fashion co-branding The menace of fake luxury goods The luxury branding death-wish list Digital luxury The case for e-retail E-retail indicators E-retail attributes The internet as a retail location Online luxury fashion consumer behaviour Luxury fashion e-retail strategy Are luxury fashion products suitable for e-retailing? E-retail strategy options Luxury fashion e-marketing and e-branding strategy E-marketing strategy The 10 Cs of luxury fashion e-marketing E-branding strategy Website and e-store design E-merchandizing 6 Final notes The luxury e-retail death wish list 7 Le new luxe A different fashion landscape The effects of the changing environment The rise of the masses From fast fashion to throwaway fashion Trend watching, trend tracking and luxury services The new luxury brands Accessible luxury Intangible luxury A borderline identity So who are the true luxury brands? How the future looks 8 Customize me! What is customization? Who wants to be customized? What are the benefits of customization? How can luxury brands customize goods and services? Customizing standardized products Point of delivery customization Customizing the retail shopping experience Producing bespoke goods Customizing the online experience Allowing the consumer to customize the process What are the challenges of customization? 9 The luxury fashion business strategy model What is a business strategy model? The business strategy modelling process End notes 10 Case illustrations The Armani brand extension success story The boom and bust of boo.com The effect of licensing on Pierre Cardin's brand equity Is Andre Ross the first twenty-first century luxury brand? What does 'Britishness' mean in luxury fashion? 223 224 225 225 226 227 231 233 236 237 238 240 242 243 246 249 250 252 253 255 257 259 260 262 264 265 267 268 269 277 278 278 285 296 303 309 315 321 References Index