of accessories designers like leather goods and luggage designer Louis
Vuitton were in high demand by aristocrats in Europe and beyond. Guccio
Gucci was also highly successful in this period as a result of developing a
clientele consisting of Europe’s royals and international stars that later
included Princess Grace Kelly of Monaco and US first lady Jackie Kennedy.
During the 1940s and 1950s, the Second World War changed the outlook
of fashion once again. The war brought shortages in almost every category of
goods including fashion. At the same time, fashion tastes were enhanced
through the cinema, which provided a form of distraction from the war. This
led to the increase of the style and fashion influences of Hollywood actresses
like Marilyn Monroe, Liz Taylor, Audrey Hepburn and Brigitte Bardot.
It was also during this period that Christian Dior emerged as a major fash-
ion designer. Dior was a highly talented haute couturierand the expertise and
precision he applied to his designs quickly gained him high popularity. With
general society being more influenced by the cinema, designers like Dior
were sought to construe the fashion styles of the movies. Other designers such
as Hubert de Givenchy, Pierre Cardin and Cristobal Balenciaga also gained
world renown during this period.
The twentieth century was the century that established the modern luxury
fashion industry. Several luxury brands that continue to exist today such as
Cartier, Burberry, Louis Vuitton, Chanel and Prada were created between the
late nineteenth and early twentieth centuries. These brands have not only
survived for more than a century, but have also maintained their core tradi-
tion and heritage while adapting to the constantly changing fashion and busi-
ness scenario. Although most of them have diversified their product and
services offerings, they have all remained true to their historical values.
The founders of the early luxury brands also recognized the importance of
several business concepts like trademarks and global branding, long before
branding became a core business aspect. For example, the French brand
Cartier opened its first international store in London as early as 1902 and its
first American store in New York in 1909. Thomas Burberry also had the fore-
sight to register his brand logo as a trademark in 1900 prior to his interna-
tional expansion. Louis Vuitton created the famous LV logo as far back as
1896 and the GG logo was developed by Gucci in the 1960s. The creators of
the historical luxury brands were considered the geniuses of their day.
However, the designers and business managers currently overseeing the
activities of these brands are the true innovators of modern luxury fashion.The sixties
The success of designers likes Christian Dior, Pierre Cardin and Hubert de
Givenchy in the 1940s and 1950s paved the way for other young designers in
the 1960s. Yves Saint Laurent who worked for Dior opened his design house30
luxury fashion branding