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Luxury Fashion Branding: Trends, Tactics, Techniques 1st Edition

3.8 out of 5 stars 17 customer reviews
ISBN-13: 978-0230521674
ISBN-10: 0230521673
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Editorial Reviews


'Insightful and thought-provoking - this is an indispensable guide to those looking to understand the modern luxury industry.' -Mark Dunhill, CEO, Fabergé

'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

'Uché 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. Uché'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 exposé 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' -Zoë Page, The Book Bag

About the Author

Uché Okonkwo is recognized worldwide as one of the pioneer luxury business strategists. A true veteran of the luxury industry, she has closely collaborated with renowned luxury companies including Louis Vuitton, Gucci, Cartier, Fabergé, Christian Dior, Burberry, Tiffany's, Rémy Martin, Boucheron, Oscar de La Renta among many others.

She is the Executive Director& Founder of Luxe Corp (www.luxe-corp.com), the pioneer Luxury Strategy& Management consultancy company based at Paris' famed Place Vendôme, with a worldwide clientele.

Uché initiated the creation of Club e-Luxe, the executive club for luxury e-Business professionals as a convergence point for luxury e-business professionals to obtain access to latest strategies, knowledge, tools, systems, applications and approaches required to optimize luxury online. Club e-Luxe which hosts an annual summit in Paris has become a reference in luxury online and is at the forefront of the advancement of luxury in the context of the internet, digital media and new technologies. A real pioneer, Uché is also the Editor of Luxe-Mag.Com, the leading luxury business magazine online which features among others, insightful digital luxury content.

Her 2007 bestselling book, Luxury Fashion Branding has been recognized as the foremost business text to provide concrete strategic analysis on the business of luxury has become a reference for luxury companies including LVMH, PPR and Richemont and an official text at several business schools notably Harvard, ESSEC Paris and London Business School. She has also conducted seminars in these and other institutions including HEC Paris and Sciences Po Paris.

She sits on the board of several luxury organisations and is an honorary fellow of the American Luxury Marketing Council. Uché has an MBA from Brunel University Business School London.


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Product Details

  • Hardcover: 332 pages
  • Publisher: Palgrave Macmillan; 1st edition (June 15, 2007)
  • Language: English
  • ISBN-10: 0230521673
  • ISBN-13: 978-0230521674
  • Product Dimensions: 6.3 x 1.1 x 9.6 inches
  • Shipping Weight: 1.8 pounds (View shipping rates and policies)
  • Average Customer Review: 3.8 out of 5 stars  See all reviews (17 customer reviews)
  • Amazon Best Sellers Rank: #834,832 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Hardcover
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...
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Format: Hardcover
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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Format: Hardcover
The book contains not only valuable analysis that I know the industry's leading professionals are relying on, but also it is strikingly easy to read and understand, written in a clear and intelligent voice.
Any strategic thinker in the field - or even those interested in using fashion and luxury sectors as a model for another field - should definitely read this.
It's simply a pretty book too, nice page weight and size with good graphs and illustrations of the ideas within.
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Format: Hardcover Verified Purchase
After reading The Luxury Strategy (Kapferer, Bastien) and this book, I have to say that the former is FAR superior. Although both appear to be about the same topic, they COMPLETELY contradict each other on many topics. I don't think Okonkwo understands the concept of a true luxury product. I found that Luxury Fashion Branding made a lot of generalized claims about the luxury industry and the luxury consumer without using any fact or references to back up the statements. I was actually offended by some of the statements, for example "The luxury consumer has a disposable attitude". HUH??? Buying a luxury product is about buying something of high quality that will last a life time, not something you dispose of after a few months. Also "The authority in the luxury market now belongs to customers and they know it"- this is a ridiculous claim, if the customers are in control then why are people eager to sit on a waiting list for 2 years to own a Ferarri or 5 years for a Hermes bag. I would highly recommend The Luxury Strategy over this book!
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Format: Hardcover
Coming from a very rigorous business education like Wharton and working in the luxury industry, I have an extremely critical point of view for most publications about the industry. I think that overall Uche's work is one of the most comprehensive analyses of the luxury business. Uche starts offering a solid introduction to the history of luxury necessary to understand some of the key values of the industry, to move into the essentials of the luxury consumer and environment today. She continues offering a broad and pragmatic view about how to manage luxury brands, reviewing aspects such as brand awareness or value extremely useful for any professional. In addition, Uche offers unique perspectives about the new definition of luxury and the customization of luxury products, or the luxury in the Internet world, area in which she is a much respected expert. She closes the book with in-deep case analysis for brands such as Armani or Boo.com that help to the reader to summarize all the concepts exposed in the book. In conclusion, Uche's book is an essential reference tool for any professional who want to have a comprehensive understanding of the luxury business.
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