Chapter 4 Fashion Branding
The term Luxury is a relative term. What may be luxurious to one person may not be luxurious
to another & what used to be luxury in the past may not be in the future.
Luxury brands have been described as “brands that no one really needs, but everyone desires.”
Benefits that motivate us to buy luxury: feel special/stand out in a crowd; feel
superior/privileged. Demonstrate refinement & connoisseurship. Feel value & importance.
Exercise ability & importance. Reward ourselves for efforts & achievements; symbol of status &
A luxury brand can be defined as a brand that consistently delivers a unique emotional value &
possesses the capacity of creating a lifestyle experience through a strong identity, a high level of
creativity, & closely controlled quality, quantity, & distribution, all of which justifies asking for a
premium price .
3 major characteristics of luxury brands:
Heritage & craftsmanship (based on creativity/exclusivity): luxury brands are older brands, &
most of the older ones have a historic legacy that is roote