ix
- Introduction: who said fashion is not serious business? Acknowledgements xix
- 1 A question of luxury
- branding 2 What’s in a name? The history of luxury fashion
- Branding evolution
- Origins of luxury fashion
- Early civilization fashion (3200 BCto 80 BC)
- From Egypt to Crete and Greece (700 BCto 1150 BC)
- The Etruscan and Roman fashion influence (800 BCto AD476)
- (AD~450 to ~1500) From Rome to the Byzantine Empire and the Middle-Ages
- 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 Père 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?
- The twenty-first century fashion consumption environment
- Luxury consumer market indicators
- The future luxury fashion consumer
- Strategic implications for luxury brands
- 4 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
- 5 The art of creating and managing luxury fashion brands
- 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
- 6 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
- 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 André Ross the first twenty-first century luxury brand?
- What does ‘Britishness’ mean in luxury fashion?
- References
- Index