Rethinking Luxury Fashion

Using the field of material culture as its methodological departure point, this Palgrave Pivot explains the strategic advantages that brands can set in place when their executives are fully in command of how to move from strategy to tactics. Specifically, it studies the brands, their products and signature experiences as well as their relationship with the consumer in an attempt to define the greater powers that have pushed fashion labels in and out of fashion. It focuses on case analysis of specific luxury fashion brands and attempts to link those to the greater context of material culture while also elaborating on theoretical discussions. Bridging theory and practice, this book explores the relationship between creative strategy and cultural intelligence.

Discusses business strategy in the context of material culture Offers unique and novel insights on how luxury fashion brands can understand culture, turn it into creative strategy, and win in business and brand equity Argues that the marketing strategy must be informed by creative strategy and cultural intelligence

Autorentext

Thomaï Serdari is Adjunct Professor of Marketing and Director of the Fashion & Luxury MBA at the Leonard N. Stern School of Business at New York University, USA. Serving as the Business Editor of *Luxury: History, Culture, Consumption, *she is an expert on luxury and actively studies, values, and reports on companies or funds that operate and invest within the luxury goods market.

Inhalt

1. Defining Fashion, Luxury, and Luxury Fashion.- 2. Established Methods of classifying Luxury Fashion Brands.- 3. A New Method for the Classification of Luxury Fashion Brands.- 4. The Producers of Newness in Luxury Fashion.- 5. What Do We Really Consume through Luxury Fashion?.- 6. How Do We Consume Luxury Fashion?.- 7. A Close Look at Cultural Intelligence.- 8. Tim Morton's Theory of Hyperobjects.- 9. Luxury Fashion Products Addressing Cultural Changes.- 10. Luxury Marketing Strategies Based on Cultural Intelligence.- 11. Conclusions.