Fashion Luxury Marketing

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Luxury and Fashion Marketing

Author : Satyendra Singh
Publisher : Routledge
ISBN 13 : 1351269585
Total Pages : 140 pages
Book Rating : 4.3/5 (512 download)

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Book Synopsis Luxury and Fashion Marketing by : Satyendra Singh

Download or read book Luxury and Fashion Marketing written by Satyendra Singh and published by Routledge. This book was released on 2020-12-06 with total page 140 pages. Available in PDF, EPUB and Kindle. Book excerpt: The globalization of the world’s markets has forced luxury brands to, in turn, become global and accessible in many developing countries and emerging markets. As a result, the demand for these luxury products has increased globally, creating a need for an education in luxury that acknowledges the global perspective yet, at the same time, incorporates subtle regional nuances into luxury and fashion marketing. Keeping this global and regional perspective, Luxury and Fashion Marketing: The Global Perspective examines the elements of luxury marketing that contribute to superior luxury brand performance. Specifically, this volume focuses on mission statements, logos, airport retailing, franchising, challenges in luxury marketing, fashion relating to politics, environment, and beachwear, and case studies on luxury brands and emerging markets. Luxury and Fashion Marketing: The Global Perspective is unique in that it is written in a simple and engaging style to explain the theories and concepts of luxury in relation to the ordinary in the global context. Each chapter has to-do activities, making the book essential reading for students, trainers, and practitioners interested in luxury and fashion marketing and management.

The Art of Digital Marketing for Fashion and Luxury Brands

Author : Wilson Ozuem
Publisher : Springer Nature
ISBN 13 : 303070324X
Total Pages : 471 pages
Book Rating : 4.0/5 (37 download)

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Book Synopsis The Art of Digital Marketing for Fashion and Luxury Brands by : Wilson Ozuem

Download or read book The Art of Digital Marketing for Fashion and Luxury Brands written by Wilson Ozuem and published by Springer Nature. This book was released on 2021-07-17 with total page 471 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement. An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.

Luxury Fashion Branding

Author : U. Okonkwo
Publisher : Springer
ISBN 13 : 0230590888
Total Pages : 481 pages
Book Rating : 4.2/5 (35 download)

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Book Synopsis Luxury Fashion Branding by : U. Okonkwo

Download or read book Luxury Fashion Branding written by U. Okonkwo and published by Springer. This book was released on 2016-01-18 with total page 481 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Digital Marketing Strategies for Fashion and Luxury Brands

Author : Ozuem, Wilson
Publisher : IGI Global
ISBN 13 : 1522526986
Total Pages : 483 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis Digital Marketing Strategies for Fashion and Luxury Brands by : Ozuem, Wilson

Download or read book Digital Marketing Strategies for Fashion and Luxury Brands written by Ozuem, Wilson and published by IGI Global. This book was released on 2017-10-31 with total page 483 pages. Available in PDF, EPUB and Kindle. Book excerpt: Online shopping has become increasingly popular due to its availability and ease. As a result, it is important for companies that sell high-end products to maintain the same marketing success as companies selling more affordable brands in order keep up with the market. Digital Marketing Strategies for Fashion and Luxury Brands is an essential reference source for the latest scholarly research on the need for a variety of technologies and new techniques in which companies and brand managers can promote higher-end products. Featuring coverage on a broad range of topics and perspectives such as brand communication, mobile commerce, and multichannel retailing, this publication is ideally designed for managers, academicians, and researchers seeking current material on effectively promoting more expensive merchandise using technology.

The Luxury Strategy

Author : Jean-Noël Kapferer
Publisher : Kogan Page Publishers
ISBN 13 : 0749464925
Total Pages : 408 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis The Luxury Strategy by : Jean-Noël Kapferer

Download or read book The Luxury Strategy written by Jean-Noël Kapferer and published by Kogan Page Publishers. This book was released on 2012-09-03 with total page 408 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.

Understanding Luxury Fashion

Author : Isabel Cantista
Publisher : Springer Nature
ISBN 13 : 3030256545
Total Pages : 294 pages
Book Rating : 4.0/5 (32 download)

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Book Synopsis Understanding Luxury Fashion by : Isabel Cantista

Download or read book Understanding Luxury Fashion written by Isabel Cantista and published by Springer Nature. This book was released on 2019-11-08 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt: Offering an original contribution to the field of luxury and fashion studies, this edited collection takes a philosophical perspective, addressing the idea that humans need luxury. From this framework it delves deep into two particular dimensions of luxury, emotions and society, and concludes with cases of brand building in order to illustrate the two dimensions at work. Comparative analysis between countries is brought together with an emphasis on China. Chapters address the ongoing growth in the market, as well as the significant changes in the sector brought about by fast international expansion and an increased focus on ethical supply and sustainability, making the book an insightful read for scholars of fashion business, luxury and branding.

Storytelling in Luxury Fashion

Author : Amanda Sikarskie
Publisher : Routledge
ISBN 13 : 1000259684
Total Pages : 211 pages
Book Rating : 4.0/5 (2 download)

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Book Synopsis Storytelling in Luxury Fashion by : Amanda Sikarskie

Download or read book Storytelling in Luxury Fashion written by Amanda Sikarskie and published by Routledge. This book was released on 2020-11-22 with total page 211 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines the ways in which luxury fashion brands use their heritage in their digital storytelling and marketing. With chapters from authors in China and Macau (PRC), India, Romania, Turkey, the United Kingdom, and the United States, covering British, Chinese, French, Japanese, Indian, Italian, and Turkish brands, this truly global collection is the first book of its kind devoted solely to the emerging study of digital heritage storytelling. This method of reaching potential consumers and perpetuating brand identity is a hugely important factor in the marketing of luxury brands and has yet to be studied comprehensively. The book will be of interest to scholars working in fashion studies, fashion history, design history, design studies, digital humanities, and fashion marketing.

Harnessing Omni-Channel Marketing Strategies for Fashion and Luxury Brands

Author : Wilson Ozuem
Publisher : Universal-Publishers
ISBN 13 : 1627347402
Total Pages : 386 pages
Book Rating : 4.6/5 (273 download)

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Book Synopsis Harnessing Omni-Channel Marketing Strategies for Fashion and Luxury Brands by : Wilson Ozuem

Download or read book Harnessing Omni-Channel Marketing Strategies for Fashion and Luxury Brands written by Wilson Ozuem and published by Universal-Publishers. This book was released on 2019-11-15 with total page 386 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides a contemporary theoretical insight into the fashion and luxury industry, addressing potential gray areas within the literature. The authors analyze the luxury and fashion industry using multiple perspectives, allowing for a critical comprehensive overview of the phenomenon across diverse streams. The book provides insight into fashion and luxury retailing in the context of both online and brick and mortar retailers based on a variety of market scenarios. It deciphers the rationale of customer behavioral and decision making in online and offline luxury and fashion purchasing contexts. It provides an overview of the challenges that the industry faces with the advent of the evolving omni-channel environment. The multiple theoretical and practical nuances of the fashion and luxury industry are presented. In this sense, the book is a fundamental reference point for the students and academics. This book will be of interest to practitioners in the fashion and luxury retailing sectors. Also, many policy makers will find the conceptual and exploratory insight of this book relevant to their organizational and retailing policies. The new knowledge that is produced in this book is a ground breaker in the fashion and luxury literature. It offers insight from both theoretical and practical perspectives from both retailer and customer perspectives.

Digitalization in the Luxury Fashion Industry

Author : Anna Cabigiosu
Publisher : Springer Nature
ISBN 13 : 3030488101
Total Pages : 252 pages
Book Rating : 4.0/5 (34 download)

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Book Synopsis Digitalization in the Luxury Fashion Industry by : Anna Cabigiosu

Download or read book Digitalization in the Luxury Fashion Industry written by Anna Cabigiosu and published by Springer Nature. This book was released on 2020-07-13 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt: The luxury fashion industry is one of the best performing and fastest growing industries in today’s business landscape, and is set to continue expanding over the next years. Exploring the effects of digitalization, this book aims to increase our understanding of the key drivers of internal growth and competitiveness in luxury fashion firms. With a focus on the development of new brand strategies brought about by digitalization, the author outlines the need for business models to be redesigned in order to make use of social media and satisfy Millennial consumers. Offering case studies on leading luxury fashion brands, this timely book evaluates new digital technologies and strategies including omnichannel marketing, 3D printing and smart textiles. A must-read for those researching digital marketing and branding, as well as luxury or fashion management, this book provides a much-needed and up-to-date analysis of a successful and digitally aware industry.

Rethinking Luxury Fashion

Author : Thomaï Serdari
Publisher : Springer Nature
ISBN 13 : 3030453014
Total Pages : 191 pages
Book Rating : 4.0/5 (34 download)

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Book Synopsis Rethinking Luxury Fashion by : Thomaï Serdari

Download or read book Rethinking Luxury Fashion written by Thomaï Serdari and published by Springer Nature. This book was released on 2020-09-01 with total page 191 pages. Available in PDF, EPUB and Kindle. Book excerpt: Using the field of material culture as its methodological departure point, this Palgrave Pivot explains the strategic advantages that brands can set in place when their executives are fully in command of how to move from strategy to tactics. Specifically, it studies the brands, their products and signature experiences as well as their relationship with the consumer in an attempt to define the greater powers that have pushed fashion labels in and out of fashion. It focuses on case analysis of specific luxury fashion brands and attempts to link those to the greater context of material culture while also elaborating on theoretical discussions. Bridging theory and practice, this book explores the relationship between creative strategy and cultural intelligence.

Luxury Marketing

Author : Klaus-Peter Wiedmann
Publisher : Springer Science & Business Media
ISBN 13 : 3834943991
Total Pages : 387 pages
Book Rating : 4.8/5 (349 download)

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Book Synopsis Luxury Marketing by : Klaus-Peter Wiedmann

Download or read book Luxury Marketing written by Klaus-Peter Wiedmann and published by Springer Science & Business Media. This book was released on 2012-11-10 with total page 387 pages. Available in PDF, EPUB and Kindle. Book excerpt: The luxury market has transformed from its traditional conspicuous consumption model to a new experiential luxury sensibility that is marked by a change in how consumers define luxury. In a global context, it is crucial to understand why consumers buy luxury, what they believe luxury is, and how their perception of luxury value impacts their buying behavior. This handbook aims to provide a holistic approach to luxury marketing with respect to the characteristics and the key challenges and opportunities of luxury brand management. Therefore, the multifaceted contributions by authors from different parts of the world will offer both a research and management perspective of luxury marketing and deliver a concentrated body of knowledge with contributions from diverse elements.

Fashion Branding and Communication

Author : Byoungho Jin
Publisher : Springer
ISBN 13 : 1137523433
Total Pages : 199 pages
Book Rating : 4.1/5 (375 download)

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Book Synopsis Fashion Branding and Communication by : Byoungho Jin

Download or read book Fashion Branding and Communication written by Byoungho Jin and published by Springer. This book was released on 2017-04-26 with total page 199 pages. Available in PDF, EPUB and Kindle. Book excerpt: This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands. Brand is a critical asset many firms strive to establish, maintain, and grow. It is more so for fashion companies when consumers purchase styles, dreams and symbolic images through a brand. The volume starts with an introductory chapter that epitomizes the essence of fashion brand management with a particular emphasis on emerging branding practices, challenges and trends in the fashion industry. The subsequent five cases demonstrate how a family workshop from a small town can grow into a global luxury or premium brand within a relatively short amount of time. Scholars and practitioners in fashion, retail, branding, and international business will learn how companies can establish a strong brand identity through innovative strategies and management.

Global Marketing Strategies for the Promotion of Luxury Goods

Author : Mosca, Fabrizio
Publisher : IGI Global
ISBN 13 : 1466699590
Total Pages : 354 pages
Book Rating : 4.4/5 (666 download)

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Book Synopsis Global Marketing Strategies for the Promotion of Luxury Goods by : Mosca, Fabrizio

Download or read book Global Marketing Strategies for the Promotion of Luxury Goods written by Mosca, Fabrizio and published by IGI Global. This book was released on 2016-03-31 with total page 354 pages. Available in PDF, EPUB and Kindle. Book excerpt: Vast markets for high-symbolic-value goods serve as an expansive worldwide arena where luxury brands and products compete for consumer attention. As global luxury markets have grown and continue to grow, uncovering successful methods for maintaining brand image and consumer desire is critical to the success of high-end brands. Global Marketing Strategies for the Promotion of Luxury Goods explores the latest promotional trends, business models, and challenges within the luxury goods market. Focusing on strategies for achieving competitive advantage, new market development, as well as the role of the media in luxury brand building, this timely reference publication is designed for use by business professionals, researchers, and graduate-level students.

Marketing Luxury Design

Author : Melissa Galt
Publisher :
ISBN 13 : 9781647864767
Total Pages : pages
Book Rating : 4.8/5 (647 download)

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Book Synopsis Marketing Luxury Design by : Melissa Galt

Download or read book Marketing Luxury Design written by Melissa Galt and published by . This book was released on 2020-02-04 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Luxury Design: Attracting Affluent Clients ? is your one-of-a-kind guide to identify, attract, and capture affluent clients for luxury interior design. Whether you're an interior designer, an architect, or a builder, you'll learn smart strategies for connecting and building relationships with affluent clients that deliver profitable results and lifetime clients.

Digital Luxury

Author : Wided Batat
Publisher : SAGE
ISBN 13 : 1526483564
Total Pages : 318 pages
Book Rating : 4.5/5 (264 download)

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Book Synopsis Digital Luxury by : Wided Batat

Download or read book Digital Luxury written by Wided Batat and published by SAGE. This book was released on 2019-04-29 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: The fashion and luxury industries have been well-established for centuries, but the new disruptive digital environment is causing these industries to rethink their business case and adapt their brand offerings for consumers and experiences both online and offline, mixing physical place and digital space: phygital. This exciting new text, the first on this timely subject, written by an expert author explores the current malaise and offers ways forward through a mixture of research and practice-led examples.

Luxury Brand Management

Author : Michel Chevalier
Publisher : John Wiley & Sons
ISBN 13 : 1118171799
Total Pages : 249 pages
Book Rating : 4.1/5 (181 download)

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Book Synopsis Luxury Brand Management by : Michel Chevalier

Download or read book Luxury Brand Management written by Michel Chevalier and published by John Wiley & Sons. This book was released on 2012-05-18 with total page 249 pages. Available in PDF, EPUB and Kindle. Book excerpt: The definitive guide to managing a luxury brand, newly revised and updated What defines a luxury brand? Traditional wisdom suggests that it's one that's selective and exclusive—to such a degree that only one brand can exist within each retail category (automobiles, fragrances, cosmetics, etc.). But this definition is inherently restrictive, failing to take into account the way in which luxury brands today are increasingly identified as such by their placement in stores and how consumers perceive them. This revised and updated edition of Luxury Brand Management, the first comprehensive book on luxury brand management, looks at the world of branding today. Written by two renowned insiders, the book builds on this new, broader definition of luxury and examines more than 450 internationally known brands from a wide range of industries. Packed with new information covering the financial crisis's impact on luxury brands, and looking towards a new period of growth, the book reconciles management, marketing, and creation with real-life examples and management tools that the authors have successfully used in their professional careers. Includes dedicated chapters focusing on each of the main functions of a luxury brand, including brand creation, the complexity of managing brand identity, the convergence of arts and brands, and much more Addresses the practical functions that can make or break bottom lines and affect brand perception, such as distribution, retailing, logistics, and licensing Focuses on brand life-cycle, brand identity, and licensing issues A compelling and comprehensive examination of the different dimensions of luxury management in various sectors, this new edition of the classic text on brand management is essential reading for anyone working with or interested in making the most of a luxury brand in the post-recession world.

Designing Luxury Brands

Author : Diana Derval
Publisher : Springer
ISBN 13 : 3319715577
Total Pages : 184 pages
Book Rating : 4.3/5 (197 download)

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Book Synopsis Designing Luxury Brands by : Diana Derval

Download or read book Designing Luxury Brands written by Diana Derval and published by Springer. This book was released on 2018-04-13 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book shows how to build successful luxury brands using the power of sensory science and neuro-physiology. The author introduces – based on inspiring business cases like Tesla, Louis Vuitton, Chanel, Hermès, Moncler, Louboutin, or Sofitel in industries such as Fashion, Automotive or Leisure – groundbreaking scientific methods - like the Derval Color Test® taken by over 10 million people - to predict luxury shoppers’ preferences and purchasing patterns and illustrates common and unique features of successful luxury brands. Through various practical examples and experiments, readers will be able to build, revamp, or expand luxury brands and look at luxury from a new angle.