Luxury Fashion Branding: Trends, Tactics, Techniques - By Uché Okonkwo
https://books.google.co.uk/books?hl=en&lr=&id=a_6CublRtYwC&oi=fnd&pg=PR7&dq=fashion+branding&ots=9bgjrGkjc8&sig=Bz2Mgtb4hK8iOmasY2I8EEubdfU#v=onepage&q=fashion%20branding&f=false
"The luxury fashion industry is a global multi-billion dollar sector comprising of a multitude of brands with high relevance. Among these are brands like Louis Vuitton, Hermes and Gucci. They are also among the most valuable and influential brands in the world. Despite the large size and income generation of the globe luxury fashion industry, the sector has witnessed a slow growth in its strategic business direction. This is because for a ling time luxury brands were managed through traditional business methods where decisions were made based on intuition and sometimes on a trial basis. These traditional methods also featured a strong focus on product development and publicity generation through conventional advertising methods. However, the rapid development and complexity of the global business environment currently requires modern and sophisticated business practices in luxury goods management." - Page 3
- Luxury Fashion Branding: Trends, Tactics, Techniques - By Uché Okonkwo
- Originally published: May 3, 2007
"The branding aspect aspect of luxury good management is integral to a luxury brand's sustainability. The brand is the reason that consumers associate them-selves with a luxury company. It is what creates and sustains the attrition and desire for products. The strong attachment that luxury consumers have to brands, which often defies logic, is the result of branding. Brands are not products and should no be managed like products. This identity becomes a springboard for the associations and perceptions eventually developed in the minds of consumers. This is what draws consumers to luxury brands and remains their source of satisfaction." - Page 4
- Luxury Fashion Branding: Trends, Tactics, Techniques - By Uché Okonkwo
- Originally published: May 3, 2007
"Branding decisions ought to be at the core of all the corporate decisions that a luxury brand makes, including product development." - Page 4
- Luxury Fashion Branding: Trends, Tactics, Techniques - By Uché Okonkwo
- Originally published: May 3, 2007
"The journey of branding begins from crafting a clear brand concept and brand identity and projecting it to the public through an equally clear brand personality and brand image. What the public sees and interprets through the brand image leads to a positioning of the brand in their minds through perception and associations. This further leads to the allocation of a space for that brand in their minds according to their sentiments toward the brand. This is called the brand share and influences the future purchase decisions and subsequently brand loyalty." - Page 5
- Luxury Fashion Branding: Trends, Tactics, Techniques - By Uché Okonkwo
- Originally published: May 3, 2007
