Okonkwo Prelims

(Joyce) #1

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

Free download pdf