relationships. For example, Anya Hindmarch used product customization
as a launch pad for the luxury accessories brand.
3 First-Mover-Advantage through recognizing a gap in the luxury fashion
sector and moving swiftly to fill it. For example, net-a-porter.com
launched one of the first successful luxury fashion e-retailing businesses.
4 Luxury Fashion Intelligence through the provision of market information
and sector analysis. For example, the pioneer industry Journal Publication
dedicated to the practitioners in the luxury sector is British-owned ‘Luxury
Briefing’, which major luxury brands subscribe to. The journal, which was
created by James Ogilvy in 1996, when the management aspect of the
luxury goods sector was directionless, serves as the background brain of
the industry. Luxury Briefingalso organizes several events where manage-
ment ideas are exchanged and these events are among the most important
in the luxury goods sector.
5 A vibrant, ever-growing and highly creative luxury-retailing arena. For
example, luxury departmental store Harvey Nichols has expanded beyond
the shores of Britain; Harrod’s remains a luxury retail institution; and
several other luxury retail departmental stores like Selfridges and House of
Fraser continue to exercise great innovation in their retail and selling
strategies.
6 Personal branding of talented fashion designers and entrepreneurs as a tool
to elevate the fashion label. For example, the name and personality of
Tamara Mellon has become synonymous with Jimmy Choo in the same
way that Alexander McQueen, John Galliano and Stella McCartney have
been with their brands.Other key success factors have also contributed to the rise of Britain as an
important associate of the luxury fashion arena. The first factor is the British
luxury consumer, who can be described as trendy, affluent and has a deep
appreciation for luxury goods. As a result, brand consciousness is a part of the
consumer society. The fashion consumer market is also larger than most
European luxury consumer markets. There are 2.4 million individuals in the
United Kingdom that make up the ‘affluent’ target market for luxury retailers
and suppliers. These consumers have annual family incomes in excess of
£60,000 and live in properties valued on average at over £220,000.
Also, the UK’s economy is the most vibrant and stable in Europe, result-
ing in high consumer confidence. The positive economic climate has also
created a buoyancy of consumer credit. In addition to this, immigrants from
India, Pakistan, Africa and the Caribbean have contributed to shaping the
British national culture and identity. Their influences have affected the styles,
tastes and product preferences of the entire country. This setting has created
a prolific atmosphere for old brands to flourish and for new luxury brands to
emerge. Several of the newly emerged luxury brands have prospered because
they deliver a sense of exoticness to luxury consumers.312
luxury fashion branding