The anatomy of the luxury fashion brand

Antoinette M. Fionda-Douglas, Christopher Moore

Research output: Contribution to journalArticlepeer-review

333 Citations (Scopus)


The purpose of this study was to explore the critical dimensions necessary to create and maintain the success of a luxury fashion brand. This study adopts a qualitative approach in the form of case studies of 12 international fashion retailers. This involved semi-structured interviews with management to explore their knowledge and experiences, supported by secondary research such as internal documents and media reports.

Original languageEnglish
Pages (from-to)347-363
Number of pages17
JournalJournal of Brand Management
Issue number5-6
Publication statusPublished - 1 Jan 2009


  • retailers
  • luxury fashion brands
  • fashion management


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