Luxury fashion branding: trends, tactics, techniques
Gespeichert in:
| 1. Verfasser: | |
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| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Basingstoke, Hampshire [u.a.]
Palgrave Macmillan
2007
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| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XX, 332 S. Ill. 24cm |
| ISBN: | 0230521673 9780230521674 |
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Datensatz im Suchindex
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|---|---|
| adam_text | vii
Contents
List of tables and figures x
Foreword by James Ogilvy xv
Author s note xvii
Acknowledgements xix
Introduction: who said fashion is not serious business? 1
1 A question of luxury 7
2 What s in a name? The history of luxury fashion
branding 13
Branding evolution 13
Origins of luxury fashion 14
Early civilization fashion (3200 bc to 80 bc) 15
From Egypt to Crete and Greece (700 bc to 1150 bc) 16
The Etruscan and Roman fashion influence (800 bc to ad 476) 17
From Rome to the Byzantine Empire and the Middle-Ages
(ad-450 to-1500) 18
The Renaissance, Italy and fashion (15th and 16th centuries) 20
Seventeenth-century baroque fashion 21
The eighteenth century, France and luxury fashion 23
The nineteenth century and modern luxury fashion 25
The rise of the yankees 26
The twentieth-century fashion explosion 28
The sixties 30
The seventies 31
The eighties 32
The nineties 34
The noughties 35
2007 and beyond 37
The dolce vita style blast 38
America, fashion and commerce 41
The luxury brand index 44
Charles Frederick Worth: Le Pere de la haute couture 47
Modern business principles 56
Great moments in the history of fashion 57
3 A passion for fashion: the luxury fashion consumer 59
The consumer is king 59
The consumer purchase-decision process 62
Who is the luxury fashion consumer? 65
The twenty-first century fashion consumption environment 68
Luxury consumer market indicators 70
The future luxury fashion consumer 76
Strategic implications for luxury brands 77
4 Luxury retail design and atmosphere 78
Luxury retail location 78
Store concept 81
Retail extension 88
Product merchandizing design 91
New selling techniques 95
The case of designer outlet shopping villages 97
5 The art of creating and managing luxury fashion brands 102
What is branding, really? 102
Branding benefits 103
Luxury fashion branding strategy development 105
The brand concept 107
The brand identity 110
Brand awareness 113
Brand positioning 116
Brand loyalty 118
Brand equity 120
Brand value 123
The luxury fashion marketing strategy 128
The product 129
Pricing 140
The place of distribution 142
Promotion 144
The celebrity connection 156
People 164
Positioning 167
The confusion and clarification of fashion co-branding 168
The menace of fake luxury goods 172
The luxury branding death-wish list 176
6 Digital luxury 178
The case for e-retail 178
E-retail indicators 180
E-retail attributes 182
The internet as a retail location 182
Online luxury fashion consumer behaviour 186
Luxury fashion e-retail strategy 191
Are luxury fashion products suitable for e-retailing? 192
E-retail strategy options 194
Luxury fashion e-marketing and e-branding strategy 202
E-marketing strategy 203
The 10 Cs of luxury fashion e-marketing 203
E-branding strategy 209
Website and e-store design 212
E-merchandizing 221
Final notes 223
The luxury e-retail death wish list 224
7 Le new luxe 225
A different fashion landscape 225
The effects of the changing environment 226
The rise of the masses 227
From fast fashion to throwaway fashion 231
Trend watching, trend tracking and luxury services 233
The new luxury brands 236
Accessible luxury 237
Intangible luxury 238
A borderline identity 240
So who are the true luxury brands? 242
How the future looks 243
8 Customize me! 246
What is customization? 249
Who wants to be customized? 250
What are the benefits of customization? 252
How can luxury brands customize goods and services? 253
Customizing standardized products 255
Point of delivery customization 257
Customizing the retail shopping experience 259
Producing bespoke goods 260
Customizing the online experience 262
Allowing the consumer to customize the process 264
What are the challenges of customization? 265
9 The luxury fashion business strategy model 267
What is a business strategy model? 268
The business strategy modelling process 269
End notes 277
10 Case illustrations 278
The Armani brand extension success story 278
The boom and bust of boo.com 285
The effect of licensing on Pierre Cardin s brand equity 296
Is Andre Ross the first twenty-first century luxury brand? 303
What does Britishness mean in luxury fashion? 309
References 315
Index 321
List of tables and
figures
Tables
2.1 Luxury fashion brands index 45
5.1 The Global Luxury Brand Value Scoreboard (2004-2006) 104
5.2 The major luxury fashion conglomerates 123
6.1 The effect of Internet features on consumers 191
6.2 The ES (electronic shopping) test 194
6.3 Dos and don ts of website design 223
Figures
2.1 Charles Frederick Worth, the man who invented haute
couture and later became the first fashion entrepreneur 48
2.2 A design of Worth showing his elaborate style and
attention to detail 48
2.3 A current lingerie design from recently launched brand
Courtworth, an attempt at reviving the Worth fashion house 48
3.1 Consumers have evolved from the previous tag of
Sheep to the current tag of Smart ! 61
3.2 The three influential levels of the consumer decision-
making process. 64
4.1 Avenue des Champs Elysees, Paris, a luxury retail heaven 79
4.2 Store layouts 83
4.3 Le Bon Marche departmental store, Paris 85
4.4 The Andre Ross store exterior. Hong Kong 85
4.5 Vanessa Beecroft exhibition poster at L Espace Louis
Vuitton, Paris, January to March 2006 90
4.6 Brazilian carnival in-store entertainment at Printemps
luxury departmental store, Paris, April 2005 91
4.7 The store window display of luxury department store,
Harrod s Knightsbridge, London, April, 2006 93
4.8 The store window display of mass fashion brand H M
at Knightsbridge, London, April 2006 93
4.9 Luxury department store, Galeries Lafayette, Paris,
maintains consistency between its interior and exterior
designs 94
4.10 Louis Vuitton s creative giant monogram trunk fagade
covering the renovation work at its Paris Champs
Elysees flagship store, 2004 94
4.11 Cartier s giant replica of its packaging box, covering the
reconstruction work at its Paris Rue de la Paix store,
2005 94
4.12 Discount shopping outlet, Bicester Village, near London,
2004 99
4.13 La Vallee Village discount outlet village, near Paris,
2006 99
5.1 The Dior logo has evolved from Christian Dior to simply
Dior , depicting a modern outlook 110
5.2 The Brand Personality Model of Jennifer Aaker 112
5.3 The luxury fashion brand positioning map 118
5.4 The luxury fashion branding process 128
5.5 The major luxury fashion product divisions 131
5.6 The luxury fashion product classification 133
5.7 The Luxury Fashion Product Classification using the
BCG Matrix 135
5.8 The Chloe Paddington bag named after the Paddington
area of London 137
5.9 The Andre Ross signature Champs Elysees bag, named
after Paris Avenue des Champs Elysees 137
5.10 The Louis Vuitton classic Speedy bag in the brand s
signature monogram 138
5.11 The Mulberry signature Roxanne bag 138
5.12 The Hermes classic Birkin bag named after actress
Jane Birkin 138
5.13 The Gucci Jackie bag named after US former first lady
Jackie Kennedy 138
5.14 The extended strategic pricing model 141
5.15 The vertical chain distribution system adopted by luxury
brands 143
5.16 Who do luxury brands target when they choose bus-
stands, train stations and street billboards as advertising
media, such as these found in different French and
United Kingdom cities? 147
5.17 Burberry emphasising its English heritage through using
a British actress to depict the quintessential English
lifestyle (2006) 149
5.18 The Dior Crystal Watch advertisement (2005/2006),
which focuses on the product features and design to
accentuate its luxury status 150
5.19 The Emporio Armani eyewear advertisement (2006) 150
5.20 Furla s advertisement featuring employee Daniela
Bernardi (2006) 151
5.21 Oscar de La Renta (Spring 2006) advert, featuring Liya
Kebede, effectively captures the brand s essence of
stylish and modern chic 152
5.22 Uma Thurman for Louis Vuitton (2005) 158
5.23 Jennifer Lopez for Louis Vuitton (2004) 163
5.24 The positioning map 168
6.1 E-retail attributes 183
6.2 Louis Vuitton Stores are found in exclusive luxury
locations like the Sandton City Shopping Centre in South
Africa (2004) 184
6.3 Louis Vuitton s exclusive online store for the European
market 184
6.4 The four-phase online customer Experience Hierarchy 188
6.5 The process of e-retail strategy development 192
6.6 The e-retail strategic options 195
6.7 Roberto Cavalli at Yoox.com (May 2006) 196
6.8 The Dior online boutique (October 2006) 198
6.9 The Andre Ross online boutique (August 2006) 198
6.10 Glam.com provides a combination of fashion, celebrity,
trends and styles news with direct links to e-retail the
websites (May 2006) 200
6.11 Dior online store is available in the French, UK and
German markets and in the USA through eluxury.com
(Spring 2006) 201
6.12 Armani s US-only online store retails fragrance
cosmetics and timepieces; however, Armani products
are sold on several other independent websites
(Spring 2006) 201
6.13 Eluxury.corn s live chat facility provides instant shopping
assistance in an efficient manner (June 2006) 207
6.14 Anya Hindmarch s website provides tools for
product customization, which boosts the overall web
experience and enhances customer value (Summer
2006) 209
6.15 The Dior website captures the brand essence through
its design and functionality features (May 2006) 211
6.16 Vuitton.com (Spring 2004) 213
6.17 Vuitton.com (Spring 2005) 213
6.18 Vuitton.com (Spring 2006) 214
6.19 Vuitton.com (Autumn 2006) 214
6.20 Dior.com s online video clip of its fashion show (2006) 216
6.21 The Furla homepage uses appropriate sound that is
aligned to the brand s personality (August 2006) 218
6.22 Royal Elastics homepage creates a high impact
introduction with music that accentuates its brand
aura (August 2006) 218
6.23 Yoox.corn s interactive and multiple product view
presentation and online CRM enhances the web shopping
experience through boosting usability and atmosphere
and compensating for the absence of a human presence
(August 2006) 222
7.1 Mila and Eddie provides designer bag rental services.
This addresses the throwaway fashion attitude of
consumers (August 2006) 232
7.2 The luxury industry s leading information source,
Luxury Briefing Journal, is available only by subscription
through www.luxury-briefing.com 234
7.3 Quintessential^, the world s leading private members
club and concierge service, provides luxury consumers
with up-to-date luxury fashion and lifestyle information
through the Quintessentially magazine 235
7.4 The previous market hierarchy structure of the luxury
goods sector in relation to customer strata in the society 240
8.1 Denim brand Levi s provides mass customized product
services through its innovative Jeanfinder feature on its
website (May 2006) 252
8.2 The Louis Vuitton Passy bag exists in one material and
two-colour, size and price choices, limiting consumers
to a standardized product 256
8.3 The changes that occur in the value chain during the
customization of standardized products and services 256
8.4 The changes that occur in the value chain during the
creation of customizable products and services 257
8.5 Apple provides point-of-sale customization through an
online tool to personalize the iPod before purchase from
its website, www.apple.com (June 2006) 258
8.6 The individual charms on certain products such as Louis
Vuitton jewellery are easily customizable by consumers
at the point of sale or delivery to add a special touch to
customer experience 258
8.7 The value chain changes in the point-of-sale customization
of products and services 259
8.8 Changes in the value chain during the creation of
customizable products and services 260
8.9 Anya Hindmarch provides one of the most efficient bespoke
services in the luxury sector, through the Bespoke Ebury
(above) and the Be A Bag (not shown) collections 261
8.10 The changes in the value chain during the provision of
bespoke products and services 262
8.11 The changes in the value chain during the online
experience customization of products and services 263
8.12 The changes in the value chain during the consumer
customization of products and services 265
9.1 The environmental analysis levels of business modelling 269
9.2 The current situation analysis level of the luxury fashion
business model 272
9.3 The strategic challenge level of the luxury fashion
business model 273
9.4 The strategy formulation level of the luxury fashion
business model 273
9.5 The implementation planning level of the luxury fashion
business model 274
9.6 The performance measurement level of the luxury fashion
business model 275
9.7 The luxury fashion business model 276
10.1 The Armani brand portfolio 279
10.2 The Armani brand extension model 283
10.3 Andre Ross spring/summer 2005 product collection and
autumn/winter 2005/2006 advertisements 305
10.4 Some of the key factors of the British luxury fashion
revolution 313
|
| adam_txt |
vii
Contents
List of tables and figures x
Foreword by James Ogilvy xv
Author's note xvii
Acknowledgements xix
Introduction: who said fashion is not serious business? 1
1 A question of luxury 7
2 What's in a name? The history of luxury fashion
branding 13
Branding evolution 13
Origins of luxury fashion 14
Early civilization fashion (3200 bc to 80 bc) 15
From Egypt to Crete and Greece (700 bc to 1150 bc) 16
The Etruscan and Roman fashion influence (800 bc to ad 476) 17
From Rome to the Byzantine Empire and the Middle-Ages
(ad-450 to-1500) 18
The Renaissance, Italy and fashion (15th and 16th centuries) 20
Seventeenth-century baroque fashion 21
The eighteenth century, France and luxury fashion 23
The nineteenth century and modern luxury fashion 25
The rise of the yankees 26
The twentieth-century fashion explosion 28
The sixties 30
The seventies 31
The eighties 32
The nineties 34
The noughties 35
2007 and beyond 37
The dolce vita style blast 38
America, fashion and commerce 41
The luxury brand index 44
Charles Frederick Worth: Le Pere de la haute couture 47
Modern business principles 56
Great moments in the history of fashion 57
3 A passion for fashion: the luxury fashion consumer 59
The consumer is king 59
The consumer purchase-decision process 62
Who is the luxury fashion consumer? 65
The twenty-first century fashion consumption environment 68
Luxury consumer market indicators 70
The future luxury fashion consumer 76
Strategic implications for luxury brands 77
4 Luxury retail design and atmosphere 78
Luxury retail location 78
Store concept 81
Retail extension 88
Product merchandizing design 91
New selling techniques 95
The case of designer outlet shopping villages 97
5 The art of creating and managing luxury fashion brands 102
What is branding, really? 102
Branding benefits 103
Luxury fashion branding strategy development 105
The brand concept 107
The brand identity 110
Brand awareness 113
Brand positioning 116
Brand loyalty 118
Brand equity 120
Brand value 123
The luxury fashion marketing strategy 128
The product 129
Pricing 140
The place of distribution 142
Promotion 144
The celebrity connection 156
People 164
Positioning 167
The confusion and clarification of fashion co-branding 168
The menace of fake luxury goods 172
The luxury branding death-wish list 176
6 Digital luxury 178
The case for e-retail 178
E-retail indicators 180
E-retail attributes 182
The internet as a retail location 182
Online luxury fashion consumer behaviour 186
Luxury fashion e-retail strategy 191
Are luxury fashion products suitable for e-retailing? 192
E-retail strategy options 194
Luxury fashion e-marketing and e-branding strategy 202
E-marketing strategy 203
The 10 Cs of luxury fashion e-marketing 203
E-branding strategy 209
Website and e-store design 212
E-merchandizing 221
Final notes 223
The luxury e-retail death wish list 224
7 Le new luxe 225
A different fashion landscape 225
The effects of the changing environment 226
The rise of the masses 227
From fast fashion to throwaway fashion 231
Trend watching, trend tracking and luxury services 233
The new luxury brands 236
Accessible luxury 237
Intangible luxury 238
A borderline identity 240
So who are the true luxury brands? 242
How the future looks 243
8 Customize me! 246
What is customization? 249
Who wants to be customized? 250
What are the benefits of customization? 252
How can luxury brands customize goods and services? 253
Customizing standardized products 255
Point of delivery customization 257
Customizing the retail shopping experience 259
Producing bespoke goods 260
Customizing the online experience 262
Allowing the consumer to customize the process 264
What are the challenges of customization? 265
9 The luxury fashion business strategy model 267
What is a business strategy model? 268
The business strategy modelling process 269
End notes 277
10 Case illustrations 278
The Armani brand extension success story 278
The boom and bust of boo.com 285
The effect of licensing on Pierre Cardin's brand equity 296
Is Andre Ross the first twenty-first century luxury brand? 303
What does 'Britishness' mean in luxury fashion? 309
References 315
Index 321
List of tables and
figures
Tables
2.1 Luxury fashion brands index 45
5.1 The Global Luxury Brand Value Scoreboard (2004-2006) 104
5.2 The major luxury fashion conglomerates 123
6.1 The effect of Internet features on consumers 191
6.2 The ES (electronic shopping) test 194
6.3 Dos and don'ts of website design 223
Figures
2.1 Charles Frederick Worth, the man who invented haute
couture and later became the first fashion entrepreneur 48
2.2 A design of Worth showing his elaborate style and
attention to detail 48
2.3 A current lingerie design from recently launched brand
Courtworth, an attempt at reviving the Worth fashion house 48
3.1 Consumers have evolved from the previous tag of
'Sheep' to the current tag of 'Smart'! 61
3.2 The three influential levels of the consumer decision-
making process. 64
4.1 Avenue des Champs Elysees, Paris, a luxury retail heaven 79
4.2 Store layouts 83
4.3 Le Bon Marche departmental store, Paris 85
4.4 The Andre Ross store exterior. Hong Kong 85
4.5 Vanessa Beecroft exhibition poster at L'Espace Louis
Vuitton, Paris, January to March 2006 90
4.6 Brazilian carnival in-store entertainment at Printemps
luxury departmental store, Paris, April 2005 91
4.7 The store window display of luxury department store,
Harrod's Knightsbridge, London, April, 2006 93
4.8 The store window display of mass fashion brand H M
at Knightsbridge, London, April 2006 93
4.9 Luxury department store, Galeries Lafayette, Paris,
maintains consistency between its interior and exterior
designs 94
4.10 Louis Vuitton's creative giant monogram trunk fagade
covering the renovation work at its Paris Champs
Elysees flagship store, 2004 94
4.11 Cartier's giant replica of its packaging box, covering the
reconstruction work at its Paris Rue de la Paix store,
2005 94
4.12 Discount shopping outlet, Bicester Village, near London,
2004 99
4.13 La Vallee Village discount outlet village, near Paris,
2006 99
5.1 The Dior logo has evolved from Christian Dior to simply
'Dior', depicting a modern outlook 110
5.2 The Brand Personality Model of Jennifer Aaker 112
5.3 The luxury fashion brand positioning map 118
5.4 The luxury fashion branding process 128
5.5 The major luxury fashion product divisions 131
5.6 The luxury fashion product classification 133
5.7 The Luxury Fashion Product Classification using the
BCG Matrix 135
5.8 The Chloe Paddington bag named after the Paddington
area of London 137
5.9 The Andre Ross signature Champs Elysees bag, named
after Paris' Avenue des Champs Elysees 137
5.10 The Louis Vuitton classic Speedy bag in the brand's
signature monogram 138
5.11 The Mulberry signature Roxanne bag 138
5.12 The Hermes classic Birkin bag named after actress
Jane Birkin 138
5.13 The Gucci Jackie bag named after US former first lady
Jackie Kennedy 138
5.14 The extended strategic pricing model 141
5.15 The vertical chain distribution system adopted by luxury
brands 143
5.16 Who do luxury brands target when they choose bus-
stands, train stations and street billboards as advertising
media, such as these found in different French and
United Kingdom cities? 147
5.17 Burberry emphasising its English heritage through using
a British actress to depict the quintessential English
lifestyle (2006) 149
5.18 The Dior Crystal Watch advertisement (2005/2006),
which focuses on the product features and design to
accentuate its luxury status 150
5.19 The Emporio Armani eyewear advertisement (2006) 150
5.20 Furla's advertisement featuring employee Daniela
Bernardi (2006) 151
5.21 Oscar de La Renta (Spring 2006) advert, featuring Liya
Kebede, effectively captures the brand's essence of
stylish and modern chic 152
5.22 Uma Thurman for Louis Vuitton (2005) 158
5.23 Jennifer Lopez for Louis Vuitton (2004) 163
5.24 The positioning map 168
6.1 E-retail attributes 183
6.2 Louis Vuitton Stores are found in exclusive luxury
locations like the Sandton City Shopping Centre in South
Africa (2004) 184
6.3 Louis Vuitton's 'exclusive' online store for the European
market 184
6.4 The four-phase online customer Experience Hierarchy 188
6.5 The process of e-retail strategy development 192
6.6 The e-retail strategic options 195
6.7 Roberto Cavalli at Yoox.com (May 2006) 196
6.8 The Dior online boutique (October 2006) 198
6.9 The Andre Ross online boutique (August 2006) 198
6.10 Glam.com provides a combination of fashion, celebrity,
trends and styles news with direct links to e-retail the
websites (May 2006) 200
6.11 Dior online store is available in the French, UK and
German markets and in the USA through eluxury.com
(Spring 2006) 201
6.12 Armani's US-only online store retails fragrance
cosmetics and timepieces; however, Armani products
are sold on several other independent websites
(Spring 2006) 201
6.13 Eluxury.corn's live chat facility provides instant shopping
assistance in an efficient manner (June 2006) 207
6.14 Anya Hindmarch's website provides tools for
product customization, which boosts the overall web
experience and enhances customer value (Summer
2006) 209
6.15 The Dior website captures the brand essence through
its design and functionality features (May 2006) 211
6.16 Vuitton.com (Spring 2004) 213
6.17 Vuitton.com (Spring 2005) 213
6.18 Vuitton.com (Spring 2006) 214
6.19 Vuitton.com (Autumn 2006) 214
6.20 Dior.com's online video clip of its fashion show (2006) 216
6.21 The Furla homepage uses appropriate sound that is
aligned to the brand's personality (August 2006) 218
6.22 Royal Elastics homepage creates a high impact
introduction with music that accentuates its brand
aura (August 2006) 218
6.23 Yoox.corn's interactive and multiple product view
presentation and online CRM enhances the web shopping
experience through boosting usability and atmosphere
and compensating for the absence of a human presence
(August 2006) 222
7.1 Mila and Eddie provides designer bag rental services.
This addresses the 'throwaway fashion' attitude of
consumers (August 2006) 232
7.2 The luxury industry's leading information source,
Luxury Briefing Journal, is available only by subscription
through www.luxury-briefing.com 234
7.3 Quintessential^, the world's leading private members
club and concierge service, provides luxury consumers
with up-to-date luxury fashion and lifestyle information
through the Quintessentially magazine 235
7.4 The previous market hierarchy structure of the luxury
goods sector in relation to customer strata in the society 240
8.1 Denim brand Levi's provides mass customized product
services through its innovative 'Jeanfinder' feature on its
website (May 2006) 252
8.2 The Louis Vuitton Passy bag exists in one material and
two-colour, size and price choices, limiting consumers
to a standardized product 256
8.3 The changes that occur in the value chain during the
customization of standardized products and services 256
8.4 The changes that occur in the value chain during the
creation of customizable products and services 257
8.5 Apple provides point-of-sale customization through an
online tool to personalize the iPod before purchase from
its website, www.apple.com (June 2006) 258
8.6 The individual charms on certain products such as Louis
Vuitton jewellery are easily customizable by consumers
at the point of sale or delivery to add a special touch to
customer experience 258
8.7 The value chain changes in the point-of-sale customization
of products and services 259
8.8 Changes in the value chain during the creation of
customizable products and services 260
8.9 Anya Hindmarch provides one of the most efficient bespoke
services in the luxury sector, through the Bespoke Ebury
(above) and the Be A Bag (not shown) collections 261
8.10 The changes in the value chain during the provision of
bespoke products and services 262
8.11 The changes in the value chain during the online
experience customization of products and services 263
8.12 The changes in the value chain during the consumer
customization of products and services 265
9.1 The environmental analysis levels of business modelling 269
9.2 The current situation analysis level of the luxury fashion
business model 272
9.3 The strategic challenge level of the luxury fashion
business model 273
9.4 The strategy formulation level of the luxury fashion
business model 273
9.5 The implementation planning level of the luxury fashion
business model 274
9.6 The performance measurement level of the luxury fashion
business model 275
9.7 The luxury fashion business model 276
10.1 The Armani brand portfolio 279
10.2 The Armani brand extension model 283
10.3 Andre Ross spring/summer 2005 product collection and
autumn/winter 2005/2006 advertisements 305
10.4 Some of the key factors of the British luxury fashion
revolution 313 |
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| author_role | aut |
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| author_variant | u o uo |
| building | Verbundindex |
| bvnumber | BV023088806 |
| callnumber-first | H - Social Science |
| callnumber-label | HD9940 |
| callnumber-raw | HD9940.A2 |
| callnumber-search | HD9940.A2 |
| callnumber-sort | HD 49940 A2 |
| callnumber-subject | HD - Industries, Land Use, Labor |
| classification_rvk | QP 624 QR 526 |
| ctrlnum | (OCoLC)77795613 (DE-599)BVBBV023088806 |
| dewey-full | 658.827 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.827 |
| dewey-search | 658.827 |
| dewey-sort | 3658.827 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 1. publ. |
| format | Book |
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| genre | (DE-588)4173536-5 Patentschrift gnd-content |
| genre_facet | Patentschrift |
| id | DE-604.BV023088806 |
| illustrated | Illustrated |
| index_date | 2024-07-02T19:40:12Z |
| indexdate | 2024-07-09T21:10:44Z |
| institution | BVB |
| isbn | 0230521673 9780230521674 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016291727 |
| oclc_num | 77795613 |
| open_access_boolean | |
| owner | DE-1049 DE-384 DE-473 DE-BY-UBG DE-92 DE-M347 |
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| physical | XX, 332 S. Ill. 24cm |
| publishDate | 2007 |
| publishDateSearch | 2007 |
| publishDateSort | 2007 |
| publisher | Palgrave Macmillan |
| record_format | marc |
| spelling | Okonkwo, Uche Verfasser aut Luxury fashion branding trends, tactics, techniques Uche Okonkwo 1. publ. Basingstoke, Hampshire [u.a.] Palgrave Macmillan 2007 XX, 332 S. Ill. 24cm txt rdacontent n rdamedia nc rdacarrier Brand name products Fashion merchandising Luxuries Marketing Luxusware (DE-588)4192135-5 gnd rswk-swf Mode (DE-588)4039792-0 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf (DE-588)4173536-5 Patentschrift gnd-content Mode (DE-588)4039792-0 s Luxusware (DE-588)4192135-5 s Markenpolitik (DE-588)4144679-3 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016291727&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Okonkwo, Uche Luxury fashion branding trends, tactics, techniques Brand name products Fashion merchandising Luxuries Marketing Luxusware (DE-588)4192135-5 gnd Mode (DE-588)4039792-0 gnd Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4192135-5 (DE-588)4039792-0 (DE-588)4144679-3 (DE-588)4173536-5 |
| title | Luxury fashion branding trends, tactics, techniques |
| title_auth | Luxury fashion branding trends, tactics, techniques |
| title_exact_search | Luxury fashion branding trends, tactics, techniques |
| title_exact_search_txtP | Luxury fashion branding trends, tactics, techniques |
| title_full | Luxury fashion branding trends, tactics, techniques Uche Okonkwo |
| title_fullStr | Luxury fashion branding trends, tactics, techniques Uche Okonkwo |
| title_full_unstemmed | Luxury fashion branding trends, tactics, techniques Uche Okonkwo |
| title_short | Luxury fashion branding |
| title_sort | luxury fashion branding trends tactics techniques |
| title_sub | trends, tactics, techniques |
| topic | Brand name products Fashion merchandising Luxuries Marketing Luxusware (DE-588)4192135-5 gnd Mode (DE-588)4039792-0 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Brand name products Fashion merchandising Luxuries Marketing Luxusware Mode Markenpolitik Patentschrift |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016291727&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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