Luxury and fashion marketing : the global perspectiveSeries: Routledge studies in marketingPublisher: New York : Routledge, Taylor & Francis Group, 2021Description: 1 online resource (x, 143 pages)ISBN: 9781138576438; 9781351269582; 9781351269605; 1351269607; 1351269585; 9781351269575; 1351269577; 9781351269599; 1351269593Subject(s): Fashion merchandising | Luxuries -- Marketing | Branding (Marketing)Genre/Form: Electronic books.LOC classification: HD9940.A2 | S56 2021ebOnline resources: Click here to view e-Book
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Includes bibliographical references and index.
PART I. Luxury Marketing. 2. Mission Statements. 3. Logos. 4. Airport Retailing and Franchising. 5. Contemporary Marketing. 6. Challenges in Luxury Marketing. PART II. Fashion Marketing. 7. Fashion Marketing. 8. Fad, Fashion, and the Indian Consumer. PART III. Cases on Emerging Luxury Markets. 9. Colombia. 10. Indonesia. 11. Vietnam. 12. South Africa. PART IV. Cases on Luxury Brands. 13. Apple. 14. BMW. 15. Burberry. 16. Gucci. 17. Conclusion
"The globalization of the world's markets has forced luxury brands to, in turn, become global and accessible in many developing countries and emerging markets. As a result, the demand for these luxury products has increased globally, creating a need for an education in luxury that acknowledges the global perspective yet, at the same time, incorporates the regional subtle nuances into luxury and fashion marketing. Keeping this global and regional perspective, Luxury and Fashion Marketing: The Global Perspective examines the elements of luxury marketing that contribute to a superior luxury brand performance. Specifically, this volume focuses on mission statements, logos, airport retailing, franchising, challenges in luxury marketing, fashion relating to politics, environment and beachwear, and case studies on luxury brands and emerging markets. Luxury and Fashion Marketing: The Global Perspective is unique in that it is written in a simple and engaging style to explain the theories and concepts of luxury in relation to ordinary in the global context. Each chapter has to-do activities, making the book an essential reading for students, trainers and practitioners interested in luxury and fashion marketing and management"-- Provided by publisher.
Dr. Satyendra Singh is an international business consultant anda professor of marketing and international business at the University of Winnipeg, Canada.