Okonkwo Prelims

Chapter 10

Case illustrations

‘Tell me your story and I’ll tell you your future.’

African proverb

The purpose of this chapter is not to repeat the brand stories that have been

written about extensively, like the famous tale of Burberry’s brand reposition-

ing or the redefinition of mass premium fashion by Zara. This chapter rather

aims to raise questions related to the main issues of luxury fashion manage-

ment, using relevant brands as illustrations. So, in the following pages, you

will not find the interesting history of Louis Vuitton or the great turnaround

story of Gucci. You will rather find brand stories that will prod your mind,

arouse your creative thinking and appeal to your business aptitude.

The brands presented in this chapter have been carefully selected, not

because of their popularity or extraordinary positions but as a result of the

strategic business examples they embody and the messages they offer. The

analyses are purely external and independent of the brands. The case illustra-

tions presented are the following:

1 The Armani brand extension success story.

2 The boom and bust of boo.com.

3 The effect of licencing on Pierre Cardin’s brand equity.

4 Is André Ross the first twenty first century luxury brand?

5 What does Britishness mean in luxury fashion?

The Armani brand extension success story

story

The brand Giorgio Armani is considered to be Italy’s most glamorous luxury

brand. The founder and designer of the brand, Giorgio Armani, is also widely

viewed as one of the most talented fashion designers in the world. He is the

source of much of the brand’s allure and intrigue. His personality and dispo-

sition in addition to his creative talent and business acumen have contributed

to establishing the Armani brand as a global fashion empire and one of the

most valuable brands in the world. Giorgio Armani is also one of only a

handful of fashion designers with full control of their companies. This is

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