Managing fashion and luxury companies pdf
The luxury brand strategy challenge | SpringerLinkLearn how fashion and luxury companies work and understand their brands, products, retail, and communication strategies. Travel through business models, international development, and product categories with industry influent experts. Adopting a case-study approach, the course presents strategic brand management in luxury and fashion companies as a balancing act: tradition vs. Topics such as the impact of new retail channels, new media channels, and new business declinations for the brand and emerging markets will be discussed in the course. Welcome to the first week of our course! Before moving this week contents, please dedicate some time to read the About the Course section where you can find a series of useful information to approach the course the best way.
Management of Fashion and Luxury Companies
Journal of Brand Management. In the last two decades, luxury brand management has generated much interest and discussions in both academic and business circles. Among business leaders, the debates have been related to the associated challenges and paradoxes that have emerged as a result of the evolution of luxury since it became a consolidated economic sector in the late s, led by the vision of conglomerates such as LVMH, Gucci Group and Richemont. In consequence, the expanded base of wealthy clients the world over are undergoing a parallel evolution in attitudes, interests, brand perceptions and overall psychology. An additional shift in power is taking place through the emergence of new luxury markets such as China, Russia, India, the Middle East, Brazil and Mexico. These markets, whose joint revenues in the next decade will surpass those of more established markets in Europe, North America and Japan, will drive the continuous evolution of luxury as the occidental luxury culture imposition gives way to the oriental luxury consumption style. Brands such as Burberry currently have more Russian clients in several UK locations than residents, and these new clients will continue to perceive luxury through different sets of references and parameters.
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What is Fashion? What is Luxury? Defining Complex Competitive Systems and Business Logics
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Leveraging heritage. Brand extensions in fashion and luxury Successful extension strategies The role of licensing in brand extension Conclusions Bibliography But it is also organization, strategy and management. These two apparently contrasting sets of elements have to come together to ensure the success of a business idea. The current scene presents new challenges, such as the increasing sophistication of consumers, the constant need to innovate, the importance of attaining specific critical masses in order to meet growing investment requirements in retailing and communication, the micro-segmentation of the market, hypercompetition, and brand management, just to mention a few. It is increasingly difficult to find professionals in the fashion industry that are capable of managing creativity, that means leading creativity without impeding or deforming it.