Okonkwo Prelims

150

luxury fashion branding

Figure 5.18 The Dior

Crystal Watch

advertisement

(2005/2006), which

focuses on the product

features and design to

accentuate its luxury

status. The

advertisements of other

luxury products like the

Chanel Camelia watch

advert (2005) and the

Hermès Cap Cod watch

advert (2006), have also

applied the same advert

design and strategy

concept. This depicts

sameness, which is

contrary to the quality of

substance that consumers

seek. Luxury brands have

distinct identities,

personalities and images

and these are required

to be reflected in all

aspects of marketing

communications, including

print advertising

Figure 5.19 The Emporio

Armani eyewear advertisement,

2006. Several luxury brands
      have applied the same concept
      and style in their eyewear
      advertisements, depicting
      ‘sameness’