Fashion Brand Louis Vuitton
Original Article
The anatomy of the luxury fashion brand
Received (in revised form): 9th September 2008
Antoinette M. Fionda is a PhD student specialising in Luxury Fashion Marketing at Heriot-Watt University. Previously, Antoinette worked in both the Fashion and the Luxury Fashion sectors in a variety of areas from design to management and consultancy.
Christopher M. Moore is Chair in Marketing and Head of Fashion, Marketing and Retailing at Glasgow Caledonian University. Prior to his appointment at GCU, he was Professor of Marketing and Director of the George Davies Centre for Retail Excellence at Heriot-Watt University Edinburgh. A graduate of the universities of Glasgow and Stirling, his doctoral research was in the area of fashion retailer internationalisation. His current research interests include business models for luxury fashion retailers; fashion brand management issues and trends in fashion retailer internationalisation.
ABSTRACT Purpose: To explore the critical dimensions necessary to create and maintain the success of a luxury fashion brand. Design/methodology/approach: This study adopts a qualitative approach in the form of case studies of 12 international fashion retailers. This involved semi-structured interviews with management to explore their knowledge and experiences, supported by secondary research such as internal documents and media reports. Findings: Identifies nine interrelated key luxury fashion brand attributes that are crucial in the creation and maintenance of the brand proposition. The management of the luxury fashion brand is complex, and requires a consistent and coherent approach. Originality/value: An empirical understanding of the luxury fashion brand’s critical dimensions will assist in effective and efficient luxury fashion brand management.
Journal of Brand Management (2009) 16, 347–363. doi:10.1057/bm.2008.45 Keywords: luxury fashion branding; brand management
INTRODUCTION
The luxury goods market is
The anatomy of the luxury fashion brand
Received (in revised form): 9th September 2008
Antoinette M. Fionda is a PhD student specialising in Luxury Fashion Marketing at Heriot-Watt University. Previously, Antoinette worked in both the Fashion and the Luxury Fashion sectors in a variety of areas from design to management and consultancy.
Christopher M. Moore is Chair in Marketing and Head of Fashion, Marketing and Retailing at Glasgow Caledonian University. Prior to his appointment at GCU, he was Professor of Marketing and Director of the George Davies Centre for Retail Excellence at Heriot-Watt University Edinburgh. A graduate of the universities of Glasgow and Stirling, his doctoral research was in the area of fashion retailer internationalisation. His current research interests include business models for luxury fashion retailers; fashion brand management issues and trends in fashion retailer internationalisation.
ABSTRACT Purpose: To explore the critical dimensions necessary to create and maintain the success of a luxury fashion brand. Design/methodology/approach: This study adopts a qualitative approach in the form of case studies of 12 international fashion retailers. This involved semi-structured interviews with management to explore their knowledge and experiences, supported by secondary research such as internal documents and media reports. Findings: Identifies nine interrelated key luxury fashion brand attributes that are crucial in the creation and maintenance of the brand proposition. The management of the luxury fashion brand is complex, and requires a consistent and coherent approach. Originality/value: An empirical understanding of the luxury fashion brand’s critical dimensions will assist in effective and efficient luxury fashion brand management.
Journal of Brand Management (2009) 16, 347–363. doi:10.1057/bm.2008.45 Keywords: luxury fashion branding; brand management
INTRODUCTION
The luxury goods market is