Globalization and technological and communications advancement have made
fashion even more accessible--and have made the average fashion consumer
savvy, demanding, and restless. What does this mean for luxury fashion brands?
This is the first book that addresses the business of luxury fashion from a strategic
viewpoint. It critically analyzes the essential aspects of the luxury fashion sector
from tracing the origins of luxury fashion to assessing its consumers, retailing
tactics, branding and marketing strategy, business modeling, and e-retail.
Presented in a clear language with pictorial illustrations, Luxury Fashion Branding
will make engaging reading for anyone who wishes to learn about the business of
turning functional products into objects of desire.
About the Author
Uche Okonkwo, author of Luxury Fashion Branding to come to Shanghai for some events in your bookshop. Okonkwo is a up and coming Luxury Brand Strategist based in Paris and run a brand consulting firm called Luxe E.t.c. www.luxe-etc.com , her Hollywood clients include Beyonce and the Beckham.