Case illustrations

Uche Okonkwo

Chapter 10 in Luxury Fashion Branding, 2007, pp 278-314 from Palgrave Macmillan

Abstract: Abstract The purpose of this chapter is not to repeat the brand stories that have been written about extensively, like the famous tale of Burberry’s brand repositioning or the redefinition of mass premium fashion by Zara. This chapter rather aims to raise questions related to the main issues of luxury fashion management, using relevant brands as illustrations. So, in the following pages, you will not find the interesting history of Louis Vuitton or the great turnaround story of Gucci. You will rather find brand stories that will prod your mind, arouse your creative thinking and appeal to your business aptitude.

Keywords: Brand Equity; Brand Position; Parent Brand; Brand Extension; Luxury Brand (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_11

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DOI: 10.1007/978-0-230-59088-5_11

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