legacy. Burberry also supports the Breast Cancer Awareness project
through donating a percentage of specific product earnings to the cause.- Enhancing the image of a city, region or country. Several Italian and
French luxury brands are involved in initiatives that promote their coun-
tries as fashion and art centres. - Introducing new products or sub-brands to the public such as the 2005 co-
branding collaboration between Zac Posen and Jaguar for the design of a
limited edition driving gloves collection for the launch of the Jaguar XK
Sports Coupé. A percentage of the sales turnover was donated to the
Teachers Count charity. - Influencing government authorities and legislation. Louis Vuitton is one of
the luxury brands actively involved in initiatives such as lobbying to aid
governments in fighting counterfeit luxury goods.
In order to execute an effective public relations strategy, it is imperative for a
luxury brand to have a clear set of objectives and a specific target audience.
An analysis of the brand’s current position in public relations, the competi-
tors’ activities and the public’s expectations is also important.
Public relations effectiveness can be measured in several ways. These
include internal assessments, brand preference research and media coverage
generated by public relations activities.
Public relations deeds are increasingly important especially among the
current consumer base who are more ethically and environmentally aware
and therefore seek substance and depth from luxury brands.
Sponsorships can be considered as an extension of public relations because
they both aim to achieve similar objectives such as providing a good image
and reinforcing a brand’s credibility. Unlike public relations, sponsorship
initiatives involve the provision of financial support channelled towards fund-
ing an event often relating to art initiatives, sports and goodwill. These
actions generate a lasting positive impact among consumers and the public
towards the brand. It is also a great source of brand loyalty especially among
the consumers that have enjoyed the event or have an affinity with the
specific activity that has been sponsored. For example, Louis Vuitton has
been known to sponsor several young artists, painters and photographers. The
brand also has an exhibition centre at its flagship store in Paris, dedicated to
exhibitions by various artists. Other brands such as Pierre Cardin provide art
and history exhibitions through the brand’s private museum. Yet other non-
fashion brands are implementing sponsorships through fusing fashion and
gastronomy. An example is the champagne brand Moët & Chandon, which
often sponsors and promotes fashion-related deeds. Every season, the brand
commissions a designer to create a dress that would reflect the qualities of the
Moët & Chandon brand. Past designers include Roberto Cavalli and John
Rocha. The brand also sponsors the Fashion Tribute Award.
chapter 5 155the art of creating and managing luxury fashion brands