Abstract
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 language | English |
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Pages (from-to) | 347-363 |
Number of pages | 17 |
Journal | Journal of Brand Management |
Volume | 16 |
Issue number | 5-6 |
DOIs | |
Publication status | Published - 1 Jan 2009 |
Keywords
- retailers
- luxury fashion brands
- fashion management