Okonkwo Prelims
Vuitton also teamed up with American rapper and music producer Pharrel Williams to create a limited edition sunglasses line in 2 ...
brands based on their popularity and appeal. Although these attributes are important, it is essential to understand the signific ...
valuation and forecasting. It aims to remove the ambiguity that surrounds celebrity appeal and acts as a guideline for celebrity ...
group of consumers. It is also essential to ascertain what impact Madonna’s brand endorsements could have on the brand equity of ...
being a celebrity doesn’t mean an automatic success potential in fashion branding. The real issue is to apply effective business ...
status’ of the brand and a cool distance from consumers. This attitude spells unprofessionalism and neither inspires nor endears ...
wealth of knowledge, worldliness and high aesthetic sensitivity. This group includes the likes of Sofia Coppola who acts as Marc ...
Positioning Positioning is the strategic placement of a company or brand in a clearly desired position measured against that of ...
the simultaneous brand launch of the Tom Ford brand and its co-branding venture with Estée Lauder. It is important for consumers ...
Fast-forward to 1987 and venerable Japanese luxury fashion designer Yoji Yamamoto designed his first sportswear collection for A ...
There have also been co-branding activities between luxury brands and companies in the non-luxury sector. For example, British d ...
3 Co-branding between luxury brands and celebrities such as the collabora- tion of Sean Combs and Estée Lauder; and Samantha Tha ...
The menace of fake luxury goods To commence the discussion of this highly important topic, it is imperative to set the record st ...
no justification. It is similar to pirating CDs, DVDs and Video Games and also stealing intellectual property like Copyrighted m ...
possession. Therefore a consumer possessing a fake Louis Vuitton bag can be arrested on the streets of France and stands the ris ...
money from the brand and governments and lies to other people and some- times even to themselves. Contrary to popular belief, wh ...
purchasing counterfeit goods. In addition, the company was one of the key players in the formulation of the legislation that mak ...
commit suicide, it should adopt these strategies. If, however, the brand desires to have a long and profitable existence, it oug ...
Chapter 6 Digital luxury ‘Luxury brands have been slower than most to unlock the potential of e-retail. They have struggled to o ...
awareness level in the global fashion society and beyond and this global pres- ence is reinforced on the internet. The internet ...
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