Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Characteristics of and how to maintain a luxury brand
University of Borås, Swedish School of Textiles.
University of Borås, Swedish School of Textiles.
2011 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis
Abstract [en]

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.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2011.
Series
Magisteruppsats ; 2011.13.2
Keywords [en]
luxury fashion brands, designer, fabric, production, quality, image, marketing, distribution channel, price
National Category
Design
Identifiers
URN: urn:nbn:se:hb:diva-20674Local ID: 2320/8879OAI: oai:DiVA.org:hb-20674DiVA, id: diva2:1312608
Note
Program: Magisterutbildning i Fashion ManagementAvailable from: 2019-04-30 Created: 2019-04-30

Open Access in DiVA

fulltext(1220 kB)192 downloads
File information
File name FULLTEXT01.pdfFile size 1220 kBChecksum SHA-512
8c1ad9869f42b07da6cdd0e85720c23f903c20233e56a2c8d1a52ab97bc510a5d87a170b116528a9c5fa82de53725f4507592c911cea3dacfc3b6945ef2907f7
Type fulltextMimetype application/pdf

By organisation
Swedish School of Textiles
Design

Search outside of DiVA

GoogleGoogle Scholar
Total: 192 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 4 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf