Luxury Fashion Brand Management

CHAPTER 3 Luxury Brand Qualities, Brand Construct and Brand Touchpoints

DOI: 10.4324/9781003124184-3

Luxury Brand Qualities

Luxury Brand Construct

Sustainability Note 3: Quality vs Quantity

Luxury Brand Product Touchpoints

Interview With Serena Gossain

KEY LEARNING POINTS FOR CHAPTER 3

This chapter looks at luxury brands as a living entity – an approach of animism. There are several scholars and authors who have tried to describe this lively nature of luxury brands, and there are elements that overlap or complement each other. Without understanding a luxury brand like a living entity and doing so fully, it becomes almost impossible to manage it successfully which in the end can make or break a heritage luxury brand. ...