strategies, which includes tactics for enhancing a brand’s image and replicat-
ing a prestigious atmosphere online, however, invalidates this viewpoint.
An additional development in the luxury fashion sector since the begin-
ning of this decade is the adoption of several non-standard strategies in prod-
uct development, branding and retailing. These strategies include product
extension in traditionally non-luxury goods divisions like furniture, restau-
rants and hotels; co-branding exercises with both luxury and non-luxury
brands; and product discounting and retail outlet shopping villages. These
strategies arose as a result of the current rife competition among luxury
brands and the changing needs of luxury consumers.
The most visible and dramatic change of the decade has, however, been
with the luxury consumer. The consumer landscape has undergone such a
sweeping transformation that the existence of a typical ‘luxury consumer’ has
been brought into question. Consumers that currently purchase luxury goods
are now well-informed, individualistic, demanding and above all no longer
loyal to a single brand. The change in consumers was brought about by
several factors like the Internet, globalization, the advent of mass luxury,
immigration, global wealth creation opportunities, the prominence of mass
fashion brands, the emergence of new markets, the influence of digital tele-
vision and the extension of luxury to lifestyle brands. As I write, several
luxury brands are currently in the process of understanding who their
consumers currently are and how to satisfy their needs.
The noughties has so far also been the decade of celebrity worship.
Celebrities have greatly influenced consumers in this decade. International
stars like Madonna, Beyoncé and Sara Jessica Parker have become more
influential role models for consumers than political figures like Tony Blair
and George Bush. This phenomenon has been prodded once again by
advanced information and communications technology, including the
Internet and Digital television. Global cult television shows like Sex & The
Cityand movies like The Devil Wears Prada, which have fashion undertones,
have become reference points for fashion consumers. Also several Reality
Television shows in different parts of the world have encouraged the eleva-
tion of the celebrity status and the desire of consumers to become stars them-
selves. The implication is that luxury consumers crave personal attention
through products and services, from luxury brands and expect to be treated
as stars. As a result, there has been a wide adoption of the celebrity endorse-
ment strategy in luxury goods advertising and communications. Luxury
brands, however, have yet to adopt personalized services as a core aspect of
their offerings, to satisfy the desire that consumers have to be treated as stars
themselves.
The mass fashion brands like Zara, H&M and Top Shop have also risen in
eminence and influence this decade. They have devised effective strategies
that enable them to compete with luxury brands for the same consumers. These
mass brands have spurred fashion phenomena like fast fashion, throwaway36
luxury fashion branding