Luxury

Topics: Luxury good, LVMH, Gucci Pages: 39 (2233 words) Published: October 13, 2014
MANAGING
FASHION &
LUXURY
COMPANIES
Week 1

W1 - Content

Fashion &
Luxury

1. 

What is Fashion?

2. 

New Trends

3. 

Dream Factor and Media System

4. 

What is Luxury?

5. 

Luxury as a Product

6. 

Luxury as Know How, Industry and Business

7. 

Luxury as a Culture

8. 

Luxury as a Customer

9. 

What Luxury is not

10. 

Fashion and Luxury for Millennials

2

W1 - Content

Fashion

1. 

What is Fashion?

2. 

New Trends

3. 

Dream Factor and Media System

4. 

What is Luxury?

5. 

Luxury as a Product

6. 

Luxury as Know How, Industry and Business

7. 

Luxury as a Culture

8. 

Luxury as a Customer

9. 

What Luxury is not

10. 

Fashion and Luxury for Millennials

3

Someone
said…



What is
Fashion

“We live not according to reason,
but according to fashion”
Seneca, philosopher,
mid-1st century AD
“There's never a new fashion but it's old”
Geoffrey Chaucer, English poet
1340-1400
“Fashion is a form of ugliness so intolerable that we have to alter it every six months”
Oscar Wilde, poet, novelist, dramatist and critic
1854-1900

 
“Fashion is not something that exists in dresses only.
Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening”
Coco Chanel, French fashion designer
1883-1971
4

Someone
said…

What is
Fashion

“Fashions fade, style is eternal”
Yves Saint Laurent, French fashion designer
1936-2008
“Fashion is like a fruit, you couldn't eat it a day before and you can't eat it a day after,
its just about today”
Alber Elbaz, Israeli fashion designer
1961
“I don't design clothes. I design dreams”
Ralph Lauren, American fashion designer
1939


5

Someone
said…

What is
Fashion

Ralph Lauren: In His Own Words
Ralph Lauren describes the process, trials,
challenges and ultimate rewards of bringing his
dreams to life each season on the runway

LINK  
VIDEO  
VIMEO

Ralph Lauren YouTube Channel | All rights reserved | http://vimeo.com/21553990 https://www.youtube.com/watch?v=ZjHOzo8CrTA

LINK
 
 
VIDEO
 
 
YOUTUBE
 

6

Cycle &
process

New Trends

Fashion as Cycle and Process
Not all fashion products go through a short,
seasonal lifecycle. For example, polo shirts and 5pocket jeans, never become completely obsolete, but remain accepted for an extended period of
time. For these products, decline is often related to
structural changes in people’s habits and lifestyles
In addition to the seasonal fashion cycle and the
longer cycle of basics, there is a third cycle in
fashion, the so-called “fad.” A fad is usually a short
lived fashion, one that comes and goes.

7

The fashion
cycle

New Trends

The Trickle-Down Theory: An Example
If you’ve seen the movie “The devil wears Prada”,
you’ll certainly remember the scene where the
powerful editor-in-chief of an influential fashion
magazine gives a lesson to her assistant explaining
how fashion is permeating our reality: the blue color
of the cheap sweater she is wearing was firstly
introduced by a trendsetter designer, then it gained
popularity with the help of the media system and,
as time passed, it became a copy in the mass
market to be finally discounted in the outlet where
the protagonist bought it.

8

The fashion
cycle

New Trends

The Trickle-Down Theory: The Literature
It was first coined in 1899 by American economist
and sociologist, Thorstein Veblen: in his book The
Theory of the Leisure Class, discussed the idea the
fashion worn by the upper class were then imitated
by the lower class. To function, the Trickle Down
Theory relied upon hierarchical society and the
desire to move up the social ladder. Not only was
this evident in history but continued into the haute
couture with “knock-off” designer labels being sold
to lower class consumers. However, with the shift
from...
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