Luxury fashion management : brand and marketing management in the ever-changing luxury fashion industry / Marcha van Dijk.

Includes bibligraphical references (p.51-52) and index.

Introduction — The concept of luxury — The luxury fashion market — Case study : Chanel vs. Hennes & Mauritz — Recommendations — Conclusion and implications.

Owning and wearing the latest fashion from historic fashion brands like: Chanel, LV and Hermès used to be only reserved for the elite who could afford these coveted items. But the luxury fashion environment has changed, and now luxury fashion has entered the consumer market. Luxury fashion brands are introducing more affordable product lines, luxury fashion consumers are trading-down their wardrobes and high-street fashion brands like H&M and Zara are offering luxury style products at low prices and are advertising in high-end publications like Vogue. Consumers have more choice than ever before and are combining luxury fashion with high-street fashion items. In short, the luxury fashion market is facing a threat from the mass market and has to deal with a more demanding and individualistic luxury fashion consumer than ever before. Luxury Fashion Management will examine these changes on the luxury fashion market and explores the implications of this new environment for the branding and marketing strategies of luxury fashion brands.