New PDF release: Luxury Fashion Branding: Trends, Tactics, Techniques

By U. Okonkwo

ISBN-10: 023059087X

ISBN-13: 9780230590878

ISBN-10: 0230590888

ISBN-13: 9780230590885

ISBN-10: 1349356573

ISBN-13: 9781349356577

This groundbreaking style branding and administration textual content brings an analytical enterprise measurement to the selling and company ideas of the posh type items undefined. it'll make enticing examining for somebody who needs to profit concerning the attractive enterprise of turning practical items into gadgets of hope.

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Additional info for Luxury Fashion Branding: Trends, Tactics, Techniques

Example text

It is an identifiable entity of a company’s total offerings that makes specific and consistent promises of value, which results in an overall experience for the consumer or anyone who comes in contact with the brand. A product is a commodity that is made in a factory, which possesses attributes and features, making it tangible. A brand is the sum of all experiences and communications received by the consumer resulting in a distinctive image in their mind-set based on perceived functional and emotional benefits, which makes it intangible.

The Italian shoe manufacturing industry which became prominent during this period continues to exist and is considered the most superior in the world. Roman society also paved the way for several innovations in luxury fashion, still practised today. Notable among them are the following: 1 The concept of elevated fashion was introduced by the members of the royal family through elaborate dressing made with rare materials. 2 Seasonal fashion was invented to cater both for the changing weather conditions and the changing tastes of the fashion-conscious society.

This concept was also exported to the town of Bath in England, where the Roman Empire members owned private baths. 5 Exercise and balloon balls were invented to enhance appearance. Cosmetics and grooming products were also important in Roman society and were directly linked to well-being. Although women’s freedom and privileges were limited to attending to the needs of their husbands and children, they also played a key role in defining the style of the day through their clothes, make-up and jewellery.

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Luxury Fashion Branding: Trends, Tactics, Techniques by U. Okonkwo


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