Luxury Fashion Branding: Trends, Tactics, Techniques

this book is a great book it is very informative. i have to say i really enjoyed reading it! My son ripped the jacket the first day it arrived which was pretty annoying. lol i had to wait a good three weeks to get mine because it was coming from england but i didnt mind. It was used but for all i could tell it might as well have been new.

I truly enjoyed reading this informative book , it indeed did help me brand popular fashion ! Over all I enjoyed this book. I reccomend it to any beginners or anyone looking to learn on branding fashion!

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.

FANTASTIC! Absolutely neccessary to anyone interested or involved in this industry!

THIS BOOK IS AMAZING!

while there's nothing specifically objectionable about this book, most of the author's recommendations are a bit obvious to anyone remotely familiar with luxury brands and the luxury industry. thematic organization is also a bit lacking between chapters - there's a tendency to jump around somewhat.overall, a decent book for anyone with no experience in luxury. still, it's difficult to take any book very seriously that includes Macy's and Coach in the luxury category.

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.

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!