high-qualityfeature that has resulted in the high cost of the Hermès Birkin
bag, which is equivalent to two first-class tickets from Paris to New York. It
is the strong brand imageof Gucci that results in several of the brand’s prod-
ucts being back-ordered for up to two years. The end result of all these char-
acteristics is of course the creation of brand value, which translates into
billions of dollars in revenues and an indispensable intangible asset for the
companies. The brand value is also related to consumers, who attain an
immeasurable level of satisfaction from luxury fashion products.
The following chapters explore the deep and intriguing subject of brand-
ing and other business aspects related to luxury fashion goods. This is what
this book is all about.12
luxury fashion branding