Okonkwo Prelims
parents by choice’ Jean-Guy and Colette Mercan and Alain and Bernadeatte Jougla. Thanks also to Alexandre Fabre and Jean-Laurent ...
Introduction Who said fashion is not serious business? ‘The secret of successful fashion management is a complete blend of Creat ...
business is also among the fastest growing industries in several parts of the world. Fashion has become so influential in the cu ...
making a statement choice based on how you want to appear to yourself and to others. These choices may comprise of what makes yo ...
their lifestyles. This contrasts with US consumers who view luxury as a means to a lifestyle because the US luxury market is sti ...
concept remains in its introductory phase in the luxury goods sector, despite the fact that the ‘brand’ is the core competence o ...
strategies that can be used to interpret current and future market changes and ways that luxury brands can be alert to face comp ...
Chapter 1 A question of luxury ‘Luxury is a necessity that begins where necessity ends.’ Gabrielle Coco Chanel (1883–1971) When ...
purchases based on the trust we have that the consistent promises of a brand will be delivered. Now take this trust for basic co ...
The concept of branding has been in existence for hundreds of years. The origin of brands comes from the times when early cattle ...
perspective it is ‘a distinguishable piece of intellectual property and an intan- gible asset that secures future earnings.’ Hav ...
population every season, then you’ve acceded to the absolutely powerful and commanding brand strengths of luxury brands. Now, ta ...
high-qualityfeature that has resulted in the high cost of the Hermès Birkin bag, which is equivalent to two first-class tickets ...
Chapter 2 What’s in a name? The history of luxury fashion branding ‘What is in a name? That which we call a rose, by any other n ...
Branding can also be traced back to pre-historic times when cattle-rearing men imprinted their names or a distinctive mark on th ...
these aspects of evolution and like fine sculpture, the old luxury brands have become modified and enhanced with age; and the ne ...
The visual representation of fashion was a key aspect of early Egyptian society, and men and women both wore jewellery, and made ...
women, who played traditional home-making roles, the story was a bit different. They showed their beauty through displaying elab ...
The Roman Empire whose beginning has been traced to 1500 BCalso played a key role in elevating fashion and incorporating it with ...
period which contributed to its influential role in the development of culture, fashion and history. The era witnessed an even h ...
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