Okonkwo Prelims

276

luxury fashion branding

Level 5: performance measurement indicators

Performance

measures Balancedscorecard

Brand

asset

evaluator

7-S

framework

Luxury fashion strategy business model

Level 1: current situation

Core

competences

Luxury

consumer

Luxury

competition

Brand equity

Individualistic

Tradition &

Craftmanship heritage

Innovative &

creative talent

Intelligent Demanding Ethical

Globalization Diversification E-commerce Democratization

Level 2: strategic challenge

Business

problems

Business

challenge

Low sales Market share Slow growth Inventory cost

Increase market share and decrease operations costs

Level 3: formulate and analyse the strategy alternatives

Strategy

alternatives

Proposed

strategy

E-commerce adoption

E-commerce CRM & E-CRM Expansion CSR

Level 4: implementation plan

Implementation

criteria

Risk Cost Time Total

Strategy 1

Strategy 2

Figure 9.7 The luxury fashion business model