Introduction: Who said fashion is not serious business?

Uche Okonkwo

A chapter in Luxury Fashion Branding, 2007, pp 1-6 from Palgrave Macmillan

Abstract: Abstract Anyone who thinks fashion is inconsequential and doesn’t deserve serious attention must think again. Fashion is a strong force that has always played a significant role in the evolution of mankind’s society. As far back as the Egyptian, Greek and Roman Empires, fashion was a key social element that reflected the society through apparel, accessories and cosmetics. Fashion also had an influence on decisions regarding politics, economy, education and art. In the ancient Roman Empire, the visual representation of fashion was so ingrained within the society that the ruling government decreed the models and colours of shoes worn by the members of each social class. Also during the early years of industrialization, wealthy Americans and Asians travelled to Europe to acquire luxury goods, boosting international trade and the expansion of the global economy. In addition, the Grand Nobles of the Renaissance period and the aristocrats of the past centuries all stamped their significance and contribution to society’s evolution through fashion. The fashion tradition remains prevalent today, albeit in a modern way.

Keywords: Brand Equity; Brand Image; Brand Personality; Luxury Good; Private Equity Financing (search for similar items in EconPapers)
Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-59088-5_1

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DOI: 10.1007/978-0-230-59088-5_1

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