@ Brand Positioning Christian Dior

        Luxury is a necessity that begins where necessity ends remain as true as ever in our current society. Luxury fashion has seeped into every sphere of our consumer society. It has become the norm to aspire towards attaining the delectable goods of brands .To put it mildly, the luxury consumer and the luxury landscape have changed! What do these imply for luxury fashion brands? A changing sector currently undergoing an important market evolution, internal management shifts and rapid expansion, in dire need of strategic business direction. Luxury Fashion Branding is the groundbreaking first book of its kind that addresses the business of luxury fashion from a strategic viewpoint. It critically analyses the essential aspects of the luxury fashion sector from tracing the origins of luxury fashion to assessing its consumers, retailing tactics, branding and marketing strategy, business modelling and e-retail. Presented in a clear language with pictorial illustrations, Luxury Fashion Branding will make an engaging reading for anyone who wishes to learn about the captivating business of turning functional products into objects of desire.