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Luxury Fashion Branding: Trends, Tactics, Techniques, by U. Okonkwo
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This groundbreaking fashion branding and management text brings an analytical business dimension to the marketing and corporate techniques of the luxury fashion goods industry. It will make engaging reading for anyone who wishes to learn about the captivating business of turning functional products into objects of desire.
- Sales Rank: #991373 in Books
- Published on: 2007-06-15
- Released on: 2007-07-10
- Original language: English
- Number of items: 1
- Dimensions: 9.58" h x 1.10" w x 6.29" l, 1.98 pounds
- Binding: Hardcover
- 352 pages
Review
'Insightful and thought-provoking - this is an indispensable guide to those looking to understand the modern luxury industry.' -Mark Dunhill, CEO, Faberg�
'A practical and essential resource for anyone involved in the business of selling luxury fashion. At last, I have a resource to which I can refer people.' -James Ogilvy, Publisher, Luxury Briefing, London
'Uch� has written a true classic that will be a benchmark for years to come.' -Milton Pedrezza, CEO, The Luxury Institute, New York
'Luxury Fashion Branding demonstrates that fashion is not just about flounces and flash, but has a true business edge that cannot be given short drift.'- Yaffa Assouline, Editor-in-chief, LuxuryCulture.Com / Assouline Media
'Finally, the business of luxury has received what it has been missing for years, in this book.'- Christian Jagodzinski, CEO & Founder, Villazzo Villa Hotel Group
'This book is a must-read for anyone who is serious about competing in the luxury fashion arena. Uch�'s insights on the strategic aspects of brand management have helped us position Bontoni at the highest end of the luxury market' - Lewis Cutillo, Co-Founder, Bontoni
'This is a pioneering expos� on a dynamic area of human endeavour -luxury goods-, focusing on it as a business.' -Wladimir Sachs, PhD, Associate Dean, Research, ESC Rennes School of Business, France
'This book is not just an excellent resource for the established luxury world, but an essential read for luxury players of the emerging markets who wish to compete on the international level' -Lieran Stubbings, Director, Global Luxury Forum
'Although the subtitle of this book is Trends, Tactics, Techniques, there's a whole lot more than that. The author is nothing if not thorough. I was intrigued by this book' -Zo� Page, The Book Bag
About the Author
Uch� Okonkwo is one of the pioneer business strategy consultants in the luxury industry. Based in Paris, she is the Executive Director& Founder of Luxe Corp. (www.luxe-corp.com), the leading strategy& management consultancy company specialized in the luxury industry and its affiliated sectors. Based at Paris' famed Place Vend�me, Luxe Corp currently advises and collaborates with major international luxury brands including Louis Vuitton, Gucci, Richemont, Christian Dior, Coty, Piaget, and Faberg� as well as emerging luxury brands including Daniele de Winter, Andr� Ross and Gott�sman. Uch� is also the Editor of the luxury business magazine, Luxe-Mag.Com (www.luxe-mag.com). A luxury veteran with extensive cross-sector experience in luxury management and strategy consultancy, Uch� is a Fellow of the American Luxury Marketing Council and sits on the Advisory Board of the Global Luxury Forum Moscow. She has an MBA from Brunel University Business School London. She can be contacted through the book's website, www.luxuryfashionbranding.com.
Most helpful customer reviews
0 of 0 people found the following review helpful.
BEST PRICE ON BOOKS ON AMAZON
By Diana
BEST PRICE ON BOOKS ON AMAZON
9 of 9 people found the following review helpful.
Not an informative book - poorly written. Save your $ and time.
By robert
In addition to the other like comments panning this book, I feel compelled to add mine. While the author may maintain to be an expert on the subject of luxury branding, her ability to convey this knowledge in a publication is not reflective of this claim. If I had a soft copy of the text, I would run a count of how often she used the word "also" and how frequently she refers to the book, "4 Inches"* (Jimmy Choo)...I began to wonder if every mention equated to a new pair of shoes? *amusingly, the book index actually claims 4X, but since I wasn't keeping track, I am unable to verify this number
While I am sure the author is a lovely woman, awareness of company names and designer brands does not make one an expert on this subject. I kept hoping for something insightful, but a gem of wisdom never materialized. By the time I reached page 164, deciding to save my time and put the book aside, I had used almost 2 packages of editing tags (close to 100) to flag errors and missing citations.
A sample of problems with the book include:
* Very cursory examination of subject - quite frankly, her knowledge appears limited to brand names; I wouldn't even describe it as a "general" overview, as it doesn't achieve this level of information
* Very few citations of her information
* Excerpts from material by experts in the field does not lend credibility to this book...the author should understand the content and context before referencing
* Repetitive information - author frequently jumps between topics
* Vague graphics
* Out-of-date information for the date of publication
* I couldn't begin to count the frequency of grammatical and spelling errors
* Makes comparisons of visual media, but then only shows one of the images mentioned (where is the comparison?)
* Many statements "of fact" without any reference, including many statistics the reader can only assume the author created to validate her point
* A numerous filler words and unnecessary information to fill pages, perhaps? Ironic, considering the dedication to her mother, which states, "...from whom I learnt that quality and substance are always better than quantity and size".
* Whether or not the author's sister is a trained editor, it was a mistake to use her as the "proof-reader".
Unfortunately, not a worthwhile expense or read.
5 of 6 people found the following review helpful.
Profound overview
By Qualcuna
Luxury Fashion Branding gives a broad overview of all marketing aspects of this industry. Starting off with the history of luxury this book gives an understanding of the roots of todays fashion brands. Visual Merchandising and service is being described as well as evolving ecommerce aspects. The book is well structured and written, but could be more progressive. I expected to find some more groundbreaking future trends. It is no secret anymore that the trend goes towards high street fashion as well as customisation. Generally I recommend this book to students of luxury marketing and professionals who have just entered this industry. For those who have been working in this industry for a while it can be used to review.
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