The anatomy of the luxury fashion brand

Antoinette M. Fionda, Christopher M. Moore

    Research output: Contribution to journalArticle

    206 Citations (Scopus)

    Abstract

    Purpose: To explore the critical dimensions necessary to create and maintain the success of a luxury fashion brand. Design/methodology/approach: This study adopts a qualitative approach in the form of case studies of 12 international fashion retailers. This involved semi-structured interviews with management to explore their knowledge and experiences, supported by secondary research such as internal documents and media reports. Findings: Identifies nine interrelated key luxury fashion brand attributes that are crucial in the creation and maintenance of the brand proposition. The management of the luxury fashion brand is complex, and requires a consistent and coherent approach. Originality/value: An empirical understanding of the luxury fashion brand's critical dimensions will assist in effective and efficient luxury fashion brand management. © 2009 Palgrave Macmillan 1350-23IX.

    Original languageEnglish
    Pages (from-to)347-363
    Number of pages17
    JournalJournal of Brand Management
    Volume16
    Issue number5-6
    DOIs
    Publication statusPublished - Mar 2009

    Keywords

    • Brand management
    • Luxury fashion branding

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