The anatomy of the luxury fashion brand

Antoinette M. Fionda, Christopher M. Moore

    Research output: Contribution to journalArticlepeer-review

    318 Citations (Scopus)


    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
    Issue number5-6
    Publication statusPublished - Mar 2009


    • Brand management
    • Luxury fashion branding


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