[PDF] Managing Fashion And Luxury Companies eBook

Author : Stefania Saviolo
Publisher : Etas
Page : 289 pages
File Size : 19,2 MB
Release : 2014-10-15
Category : Business & Economics
ISBN : 8858674367

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The system of fashion and luxury goods found fertile ground in the Italian and international spheres from the late 1970s to the 1980s. Today, however, these favourable conditions no longer exist. First, fashion and luxury are not one single concept anymore. Instead, companies have to manage a variety of fashions and luxuries, given to the ever-expanding yet simultaneously greater segmentation of markets. A new world requires a fresh, more sophisticated way of approaching these industries. Strategies once based on a single product and a single brand for a single consumer today must be able to segment their offering through a differentiated value proposition for different segments on diverse markets in terms of product, retail, communication, and service. From this perspective, the book intends to serve as a handbook for managing key business processes at fashion and luxury companies in a context undergoing a radical evolution; providing substantiation through a variety of real-life examples stemming from 15 years of experiences of the authors. The book also adopts a European perspective, considering the case of medium sized firms, managed by an entrepreneur or a family, willing to improve their management skills.

Author : Michel Chevalier
Publisher : John Wiley & Sons
Page : 249 pages
File Size : 23,31 MB
Release : 2012-05-18
Category : Business & Economics
ISBN : 1118171799

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The definitive guide to managing a luxury brand, newly revised and updated What defines a luxury brand? Traditional wisdom suggests that it's one that's selective and exclusive—to such a degree that only one brand can exist within each retail category (automobiles, fragrances, cosmetics, etc.). But this definition is inherently restrictive, failing to take into account the way in which luxury brands today are increasingly identified as such by their placement in stores and how consumers perceive them. This revised and updated edition of Luxury Brand Management, the first comprehensive book on luxury brand management, looks at the world of branding today. Written by two renowned insiders, the book builds on this new, broader definition of luxury and examines more than 450 internationally known brands from a wide range of industries. Packed with new information covering the financial crisis's impact on luxury brands, and looking towards a new period of growth, the book reconciles management, marketing, and creation with real-life examples and management tools that the authors have successfully used in their professional careers. Includes dedicated chapters focusing on each of the main functions of a luxury brand, including brand creation, the complexity of managing brand identity, the convergence of arts and brands, and much more Addresses the practical functions that can make or break bottom lines and affect brand perception, such as distribution, retailing, logistics, and licensing Focuses on brand life-cycle, brand identity, and licensing issues A compelling and comprehensive examination of the different dimensions of luxury management in various sectors, this new edition of the classic text on brand management is essential reading for anyone working with or interested in making the most of a luxury brand in the post-recession world.

Author : Ozuem, Wilson
Publisher : IGI Global
Page : 483 pages
File Size : 37,61 MB
Release : 2017-10-31
Category : Business & Economics
ISBN : 1522526986

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Online shopping has become increasingly popular due to its availability and ease. As a result, it is important for companies that sell high-end products to maintain the same marketing success as companies selling more affordable brands in order keep up with the market. Digital Marketing Strategies for Fashion and Luxury Brands is an essential reference source for the latest scholarly research on the need for a variety of technologies and new techniques in which companies and brand managers can promote higher-end products. Featuring coverage on a broad range of topics and perspectives such as brand communication, mobile commerce, and multichannel retailing, this publication is ideally designed for managers, academicians, and researchers seeking current material on effectively promoting more expensive merchandise using technology.

Author : Wilson Ozuem
Publisher : Springer Nature
Page : 471 pages
File Size : 18,19 MB
Release : 2021-07-17
Category : Business & Economics
ISBN : 303070324X

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This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement. An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.

Author : Jean-Noël Kapferer
Publisher : Kogan Page Publishers
Page : 408 pages
File Size : 14,50 MB
Release : 2012-09-03
Category : Business & Economics
ISBN : 0749464925

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Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.

Author : Byoungho Jin
Publisher : Springer
Page : 199 pages
File Size : 14,80 MB
Release : 2017-04-26
Category : Business & Economics
ISBN : 1137523433

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This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands. Brand is a critical asset many firms strive to establish, maintain, and grow. It is more so for fashion companies when consumers purchase styles, dreams and symbolic images through a brand. The volume starts with an introductory chapter that epitomizes the essence of fashion brand management with a particular emphasis on emerging branding practices, challenges and trends in the fashion industry. The subsequent five cases demonstrate how a family workshop from a small town can grow into a global luxury or premium brand within a relatively short amount of time. Scholars and practitioners in fashion, retail, branding, and international business will learn how companies can establish a strong brand identity through innovative strategies and management.

Author : Tsan-Ming Choi
Publisher : Springer
Page : 204 pages
File Size : 41,44 MB
Release : 2016-11-26
Category : Business & Economics
ISBN : 9811029768

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Using various research methodologies, such as reviews, case studies, analytical modeling and empirical studies, this book investigates luxury fashion retail management and provides relevant insights, which are beneficial to both industrialists and academics. Readers gain an understanding of luxury fashion retailing, including proper operations and strategic management, which now are the most crucial items on the luxury fashion industry’s senior management agenda.

Author : David Millán Planelles
Publisher : Routledge
Page : 227 pages
File Size : 20,78 MB
Release : 2021-11-22
Category : Business & Economics
ISBN : 1000472485

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Strategic Luxury Management is a case-rich and practical overview of how luxury creates value and why some firms are more successful than others. The focus of luxury study has traditionally centered on the clients’ drivers of consumption, their perception of the brand and the way to effectively engage with them. Luxury is rarely, however, discussed from a strategic perspective: how luxury managers make complex decisions relative to their competitive environment. The book provides insight into the luxury industry and how companies face market complexity across three key areas. First, the company itself, determining what defines a luxury firm. Second, the book offers a specific framework to assess creativity across management and not simply as an individual talent. Third, the book considers the competitive landscape and the principles that allow companies to compete consistently and meaningfully. Each chapter includes pedagogical features to ensure comprehension, including chapter objectives and self-study questions. With examples and case studies from international firms illustrating each chapter, Strategic Luxury Management is essential reading for postgraduate, MBA and executive education students studying luxury management, luxury brand management, luxury creativity and innovation, and strategic management, as well as reflective practitioners within the luxury industry. Online resources include chapter-by-chapter PowerPoint slides.

Author : Amanda Sikarskie
Publisher : Routledge
Page : 211 pages
File Size : 19,1 MB
Release : 2020-11-22
Category : Design
ISBN : 1000259684

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This book examines the ways in which luxury fashion brands use their heritage in their digital storytelling and marketing. With chapters from authors in China and Macau (PRC), India, Romania, Turkey, the United Kingdom, and the United States, covering British, Chinese, French, Japanese, Indian, Italian, and Turkish brands, this truly global collection is the first book of its kind devoted solely to the emerging study of digital heritage storytelling. This method of reaching potential consumers and perpetuating brand identity is a hugely important factor in the marketing of luxury brands and has yet to be studied comprehensively. The book will be of interest to scholars working in fashion studies, fashion history, design history, design studies, digital humanities, and fashion marketing.

Author : M. Merk
Publisher : Springer
Page : 220 pages
File Size : 30,3 MB
Release : 2014-02-24
Category : Business & Economics
ISBN : 1137347449

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The sales team can often make or break the success of new brands or products. This comprehensive guide provides strategies, models and checklists to help managers and directors strengthen the relationships of their firm's sales force with their own or other brands, maximizing turnover and profit in the long run.