We want to identify the factors of how to maintain a luxury fashion brand. To do this, we have to find what characterizes a real luxury brand. We want to go into depth and find the underlying and often invisible aspects within a luxury brand. The characteristics of a luxury brand are that the majority has their production in-house and provide high quality, made by an experienced and eccentric designer. The luxury brands have a distinct and clear image and identity. The brands are available in both stores and online shops and their offered products are in the high price sector. To maintain a luxury brand, the involvement and control of fabric, production and quality is essential. The designer must maintain the right appearance, image and identity in every step of the business. Moreover, a combination of different marketing channels is good to use, as it is a way to reach a large amount of people. If the luxury company decides to use social media, the engagement is vital. Regarding the distribution channels, a luxury brand should have an online shop and regular stores. Yet, it is important that the price reflect the products value. / Program: Magisterutbildning i Fashion Management
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hb-20674 |
| Date | January 2011 |
| Creators | NÄSSEL, MALIN, PERSSON, LINNÉA |
| Publisher | Högskolan i Borås, Institutionen Textilhögskolan, Högskolan i Borås, Institutionen Textilhögskolan, University of Borås/Swedish School of Textiles |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | Magisteruppsats, ; 2011.13.2 |
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