Focusing on the luxury fashion goods industry, this text offers an analytical perspective on fashion branding and management. It explores marketing and corporate strategies that transform functional products into coveted items, making it an engaging resource for those interested in the business aspects of fashion.
This new book focuses on the analysis of the online strategy and development of the luxury industry, tracing the evolution of the Internet from a means of communication to a trade and distribution channel. The author provides a comprehensive evaluation and a critical assessment of the tactics required for the management of luxury brands online.