"Luxury is a necessity that begins where necessity ends." These words, spoken by Gabrielle Coco Chanel in the early twentieth century, 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 like Louis Vuitton, Gucci, and Dior. This desire is further heightened by the fact that fashion has been made more available to the masses by brands like H&M and Zara who continuously offer luxury-style goods at lower prices. Also, globalization and technological and communications advancement have made fashion even more accessible. Consumers can now shop at will on the Internet, access a wide variety of goods and exchange instant brand experiences. These have made the average fashion consumer savvy, demanding and restless. 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.

奢侈品是一种必需品，始于必需品的终点"。这些话是加布里埃尔-可可-香奈儿在二十世纪初说的，在我们目前的社会中仍然是一样的真实。奢侈时尚已经渗入我们消费社会的每一个领域。渴望获得像路易威登、古奇和迪奥这样的品牌的美味商品已经成为一种规范。由于H&M和Zara等品牌不断地以较低的价格提供奢侈品，使大众更容易获得时尚，这种欲望进一步增强。此外，全球化和技术及通讯的进步也使时尚更加容易获得。消费者现在可以在互联网上随意购物，获取各种各样的商品，并即时交流品牌经验。这些都让普通的时尚消费者变得精明、苛刻和不安分。说句不客气的话，奢侈品消费者和奢侈品格局已经发生了变化！这些对奢侈时尚品牌意味着什么？一个不断变化的行业目前正经历着重要的市场演变、内部管理的转变和快速扩张，迫切需要战略业务方向。《奢侈时尚品牌》是第一本从战略角度探讨奢侈时尚业务的开创性书籍。它批判性地分析了奢侈时尚行业的基本方面，从追溯奢侈时尚的起源到评估其消费者、零售战术、品牌和营销战略、商业模式和电子零售。《奢侈时尚品牌》以清晰的语言和图解的方式呈现，对于任何希望了解将功能性产品转化为欲望对象的迷人业务的人来说，都将是一本引人入胜的读物。