Luxury Industry

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Luxury Fashion Branding
Trends, Tactics, Techniques

Uche Okonkwo

luxury fashion branding

luxury fashion branding
trends, tactics, techniques
Uche Okonkwo

© Uche Okonkwo 2007 Foreword © James Ogilvy 2007 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No paragraph of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, 90 Tottenham Court Road, London W1T 4LP. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages. The author has asserted her right to be identified as the author of this work in accordance with the Copyright, Designs and Patents Act 1988. First published 2007 by PALGRAVE MACMILLAN Houndmills, Basingstoke, Hampshire RG21 6XS and 175 Fifth Avenue, New York, N.Y. 10010 Companies and representatives throughout the world PALGRAVE MACMILLAN is the global academic imprint of the Palgrave Macmillan division of St. Martin’s Press, LLC and of Palgrave Macmillan Ltd. Macmillan® is a registered trademark in the United States, United Kingdom and other countries. Palgrave is a registered trademark in the European Union and other countries. ISBN-13: 978–0–230–52167–4 ISBN 10: 0–230–52167–3 This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources. Logging, pulping and manufacturing processes are expected to conform to the environmental regulations of the country of origin. A catalogue record for this book is available from the British Library. A catalog record for this book is available from the Library of Congress 13 17 12 16 11 15 10 14 9 13 8 12 7 11 6 10 5 09 4 08

Printed in China

This book is for my mother Rhoda Ada Okonkwo, from whom I learnt that quality and substance are always better than quantity and size


List of tables and figures Foreword by James Ogilvy Author’s note Acknowledgements x xv xvii xix

Introduction: who said fashion is not serious business? 1 2 A question of luxury What’s in a name? The history of luxury fashion branding Branding evolution Origins of luxury fashion Early civilization fashion (3200 BC to 80 BC) From Egypt to Crete and Greece (700 BC to 1150 BC) The Etruscan and Roman fashion influence (800 BC to AD 476) From Rome to the Byzantine Empire and the Middle-Ages (AD ~450 to ~1500) The Renaissance, Italy and fashion (15th and 16th centuries) Seventeenth-century baroque fashion The eighteenth century, France and luxury fashion The nineteenth century and modern luxury fashion The rise of the yankees The twentieth-century fashion explosion The sixties The seventies The eighties The nineties The noughties 2007 and beyond The dolce vita style blast America, fashion and commerce The luxury brand index Charles Frederick Worth: Le Père de la haute couture Modern business principles Great moments in the history of fashion

1 7 13
13 14 15 16 17 18 20 21 23 25 26 28 30 31 32 34 35 37 38 41 44 47 56 57


A passion for fashion: the luxury fashion consumer
The consumer is king The consumer purchase-decision process Who is the luxury fashion consumer?

59 62 65



The twenty-first century fashion consumption environment Luxury consumer market indicators The future luxury fashion consumer Strategic implications for luxury brands

68 70 76 77


Luxury retail design and atmosphere
Luxury retail location Store concept Retail extension Product merchandizing design New selling techniques The case of designer outlet shopping villages

78 81 88 91 95 97


The art of creating and managing luxury fashion brands
What is branding, really? Branding benefits Luxury fashion branding...
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