Brand Management of ‘New Luxury’: Case Saga Furs

Elina Koivisto and Pekka Mattila

Journal of Global Fashion Marketing, 2012, vol. 3, issue 3, 135-145

Abstract: This study addresses brand management in the context of raw material for the luxury fashion industry. The research is conducted in the form of a case study of Saga Furs, which is an auction company whose operations range from co-operation with-local fur breeders supplying the raw materialto marketing and sellingto globally prestigious fashion houses and clothing manufacturers. In this inquiry, changes in the stakeholder relations of Saga Furs Ltd are investigated and their implications for brand management are presented with regard to customer-based brand equity. In conclusion, this case study illustrates the benefits of branding in a controversial material industry and provides best practices for carrying out brand communications.

Date: 2012
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DOI: 10.1080/20932685.2012.10593116

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