Luxurious Industry

Luxurious Fashion Branding

Trends, Techniques, Techniques

Uche Okonkwo

luxurious fashion personalisation

luxury trend branding

styles, tactics, techniques

Uche Okonkwo

© Uche Okonkwo 3 years ago Foreword © James Ogilvy 2007 Every rights arranged. No reproduction, copy or transmission of this publication could possibly be made without written permission. No passage of this distribution may be reproduced, copied or transmitted save with drafted permission or in accordance with the provisions with the Copyright, Styles and Patents Act 1988, or within the terms of any licence permitting limited copying given by the Copyright laws Licensing Organization, 90 Tottenham Court Road, London W1T 4LP. Any person who does any kind of unauthorized action in relation to this publication could possibly be liable to lawbreaker prosecution and civil claims for damages. The author has asserted her right to be identified as mcdougal of this operate accordance with all the Copyright, Designs and Us patents Act 1988. First posted 2007 by PALGRAVE MACMILLAN Houndmills, Basingstoke, Hampshire RG21 6XS and 175 6th Avenue, New york city, N. Y. 10010 Corporations and staff throughout the world PALGRAVE MACMILLAN may be the global academic imprint in the Palgrave Macmillan division of St Martin's Press, LLC and of Palgrave Macmillan Ltd. Macmillan® is a authorized trademark in the United States, United Kingdom and other countries. Palgrave is a listed trademark in the European Union and other countries. ISBN-13: 978–0–230–52167–4 ISBN 10: 0–230–52167–3 This book can be printed in writing suitable for taking and made via fully handled and suffered forest sources. Logging, pulping and making processes are expected to adapt the environmental polices of the nation of origin. A catalogue record for this publication is available in the British Library. A list record for this book exists from the Collection of Our elected representatives 13 17 12 16 11 15 10 18 9 13 8 12 7 10 6 12 5 09 4 08

Printed in China

This book is for my mother Rhoda Ada Okonkwo, from who I learned that quality and material are always a lot better than quantity and size

vii

Contents

Set of tables and figures Foreword by David Ogilvy Author's note Acknowledgements x xv xvii xix

Introduction: who also said trend is certainly not serious organization? 1 2 A question of luxury Can be in a name? The history of luxury vogue branding Branding evolution Beginnings of luxurious fashion Early on civilization trend (3200 BC to 80 BC) By Egypt to Crete and Greece (700 BC to 1150 BC) The Etruscan and Roman fashion effect (800 BC to ADVERTISEMENT 476) Coming from Rome towards the Byzantine Empire and the Middle-Ages (AD ~450 to ~1500) The Renaissance, Italy and fashion (15th and 16th centuries) Seventeenth-century baroque trend The eighteenth century, Portugal and luxury fashion The nineteenth century and modern luxury fashion The rise in the yankees The twentieth-century trend explosion The sixties The seventies The eighties The nineties The noughties 2007 and over and above The pasticcino vita style blast America, fashion and commerce The luxurious brand index Charles Frederick Worth: Votre PГЁre entre ma haute fashion Modern business principles Wonderful moments inside the history of fashion

1 several 13

13 14 12-15 16 18 18 twenty 21 twenty-three 25 twenty six 28 31 31 thirty-two 34 35 37 32 41 forty-four 47 56 57

3

A passion for trend: the luxury vogue consumer

The consumer is king The consumer purchase-decision procedure Who is the luxurious fashion consumer?

59

fifty nine 62 sixty five

viii

items

The twenty-first century style consumption environment Luxury consumer market signals The future high-class fashion customer Strategic implications for luxurious brands

sixty-eight 70 76 77

some

Luxury full design and atmosphere

Extravagance retail position Store strategy Retail file format Product merchandizing design New selling methods The case of designer wall plug shopping neighborhoods

78

78 81 88 91 ninety five 97

a few

The art of creating and taking care of luxury vogue brands

Precisely what is branding, really? Branding rewards Luxury trend branding...

References: Dennis, C. and Harris, L. (2002) Marketing e-Business, London: Routledge. McGoldrick, S. (2002) Full Marketing, London: Mayfield Ebooks.

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