Luxury brand portfolio in fashion business: Basic concepts, retrospection and possible scenarios

Aliona N. Andreyeva

No 779, Working Papers from Graduate School of Management, St. Petersburg State University

Abstract: This paper is analyzing the existing brand portfolio structures of luxury brands in fashion business. Theoretical models describing general brand portfolio approach and brand structures shaping the luxury market are considered in details. Retrospective analysis of luxury fashion brand portfolios is proposed as well as basic distinctive characteristics of luxury brands. Finally possible scenarios of luxury brand portfolio in fashion business are discussed.

Date: 2006
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