Luxury Fashion Brand Management

CHAPTER 6 Decline and Resuscitation of Luxury Fashion Brands

DOI: 10.4324/9781003124184-6

Brand Life Cycle and Brand Health

Brand Decline

Brand Continuation Through Resuscitation

Brand Revitalisation Case Example: MCM

Extended Case Study on the Rebranding of YSL in Collaboration With Jannis Härtel

Sustainability Note 6: Brand Revitalisation and Continuation

KEY LEARNING POINTS FOR CHAPTER 6

This chapter explores the topic of the brand life cycle, brand health, brand decline and resuscitation measures which ensure brand continuation. Most brands will go through various stages in their life cycle and can experience decline at some point unless revitalisation measures are taken. The correct application of those measures ...