Luxury Fashion Marketing and Branding

Luxury Fashion Marketing and Branding offers a comprehensive analysis of the key theories and concepts needed to understand the promotion of luxury fashion products. It covers subjects including luxury fashion retailing, digital marketing and communication, data analytics, emerging technologies, consumer behaviour and PR.

Autorentext

Alice Dallabona is a Lecturer in Fashion Marketing at the University of Leeds, UK.

Klappentext

Luxury Fashion Marketing and Branding offers a comprehensive analysis of the key theories and concepts needed to understand the promotion of luxury fashion products. It covers subjects including luxury fashion retailing, digital marketing and communication, data analytics, emerging technologies, consumer behaviour and PR.

Inhalt

Introduction, Part I: Luxury Fashion Branding, 1. What is Luxury 2. What is a Luxury Fashion Brand, 3. Strategic Challenges for Luxury Fashion Brands, Part II: Luxury Fashion Retail and Consumer Behaviour, 4. Luxury Fashion Consumer Behaviour, 5. Luxury Fashion Retail, Part III: Luxury Fashion Marketing and Communication, 6. Brand Identity for Luxury Fashion Marketing Communications 7. Luxury Fashion Promotion and Advertising, 8. Digital and Social Media Marketing for Luxury Fashion; Part IV: The Future of Luxury Fashion Branding and Marketing, 9. Luxury Fashion Marketing and Emerging Technologies 10. Diversity, Inclusivity and Cultural Sensitivity, 11. Sustainability and Ethical Issues in Luxury Fashion