Luxury Fashion Brand Management

Table of contents

1. Cover
2. Endorsements
3. Half Title
4. Series
5. Title
6. Copyright
7. Contents
8. List of Figures
9. List of Images
10. List of Tables
11. Preface
12. Acknowledgments
13. 1 From History to Heritage of Luxury Fashion
    1. Why Do Humans Desire Luxury?
    2. The History of Luxury and Luxury Fashion
    3. The Global Influence of White Émigrés
    4. Haute Couture and the Luxury Dream
    5. Bespoke Tailoring and Shoemaking
    6. Sustainability Note 1: Bespoke Shoes and the Preservation of Craft
    7. Craftsmanship and Heritage of Luxury Brands
14. 2 From the Creative Director to the Fashion Show
    1. The Importance of the Creative Director
    2. Case Example: Karl Lagerfeld at Chanel and Fendi
    3. Interchangeability of Creative Directors
    4. Creating a Luxury Fashion Collection
    5. Fashion Shows
    6. Sustainability Note 2: Wastefulness of Fashion Shows
    7. Interview with Odunayo Ojo
    8. Cars and Fashion
15. 3 Luxury Brand Qualities, Brand Construct and Brand Touchpoints
    1. Luxury Brand Qualities
    2. Luxury Brand Construct
    3. Sustainability Note 3: Quality vs Quantity
    4. Luxury Brand Product Touchpoints
    5. Interview With Serena Gossain
16. 4 Good and Bad Parenting of Luxury Fashion
    1. Theories and Approaches to Management: BCG and Parenting
    2. Luxury Conglomerates
    3. Private Equity and Investor Parents
    4. Sustainability Note 4: Virtues of Good Parenting
    5. Interview With Angela Farrugia
17. 5 Internationalisation and Emerging Economies for Luxury Fashion
    1. Traditional Luxury Markets
    2. CRISSSS
    3. Pull and Push Factors
    4. Internationalisation Strategies
    5. Consumer Insights for International Markets
    6. Pitfalls of Internationalisations
    7. International Retail: Tokyo’s Hugo Boss and Gucci’s Osteria
    8. Sustainability Note 5: Colonialism, Globalisation and Neocolonialism
    9. Interview With Architect Dara Huang on Luxury Spaces and Retail
18. 6 Decline and Resuscitation of Luxury Fashion Brands
    1. Brand Life Cycle and Brand Health
    2. Brand Decline
    3. Brand Continuation Through Resuscitation
    4. Brand Revitalisation Case Example: MCM
    5. Extended Case Study on the Rebranding of YSL in Collaboration With Jannis Härtel
    6. Sustainability Note 6: Brand Revitalisation and Continuation
19. 7 Luxury Fashion and the Sustainable Approach
    1. Sustainability Note 7: Learning the Principles of Sustainability From Japan
    2. What Is Sustainability?
    3. Problems of Luxury Fashion: Leather and Fur
    4. Nanotechnology and Vertical Integration for Better Tanning
    5. Fur – Real or Fake?
    6. Corporate Social Responsibility and Sustainable Business Models
    7. What Is CSV?
    8. Case Study: LOEWE
    9. Solutions for the Life Cycle of Fashion and the Triple-A Approach to Ethical Activism
    10. Interview With Bernice Pan From Sustainable Luxury Brand DEPLOY
    11. Expert Insights on Sustainability by Ellen Pabst von Ohain
    12. Interview With Dilys Williams From the Centre for Sustainable Fashion
20. 8 The Future of Luxury Fashion Brands
    1. Supporting the Next Generation and the 4Ds of the New Marketing Mix
    2. Interview with Ed Mendoza
    3. Innovating and Inspiring by Working Across Genres and Boundaries
    4. Digital Future
    5. Sustainability and Resale
    6. Interview With Besma Whayeb
    7. Sustainability Note 8: Sustaining Crises, Wars, Viruses, Scandals and Recession
21. Index