Luxury and Fashion Marketing

The globalization of the world’s markets has forced luxury brands to in turn become global and accessible in many developing countries and emerging markets. As a result the demand for these luxury products has increased globally creating a need for an education in luxury that acknowledges the global perspective yet at the same time incorporates subtle regional nuances into luxury and fashion marketing. Keeping this global and regional perspective Luxury and Fashion Marketing: The Global Perspective examines the elements of luxury marketing that contribute to superior luxury brand performance. Specifically this volume focuses on mission statements logos airport retailing franchising challenges in luxury marketing fashion relating to politics environment and beachwear and case studies on luxury brands and emerging markets. Luxury and Fashion Marketing: The Global Perspective is unique in that it is written in a simple and engaging style to explain the theories and concepts of luxury in relation to the ordinary in the global context. Each chapter has to-do activities making the book essential reading for students trainers and practitioners interested in luxury and fashion marketing and management.