The anatomy of the luxury fashion brand

Antoinette M. Fionda-Douglas, Christopher Moore

Research output: Contribution to journalArticle

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 languageEnglish
Pages (from-to)347-363
Number of pages17
JournalJournal of Brand Management
Volume16
Issue number5-6
DOIs
Publication statusPublished - 1 Jan 2009

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Luxury
Structured interview
Retailers
Qualitative approaches

Keywords

  • retailers
  • luxury fashion brands
  • fashion management

Cite this

Fionda-Douglas, Antoinette M. ; Moore, Christopher. / The anatomy of the luxury fashion brand. In: Journal of Brand Management. 2009 ; Vol. 16, No. 5-6. pp. 347-363.
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Fionda-Douglas, AM & Moore, C 2009, 'The anatomy of the luxury fashion brand', Journal of Brand Management, vol. 16, no. 5-6, pp. 347-363. https://doi.org/10.1057/bm.2008.45

The anatomy of the luxury fashion brand. / Fionda-Douglas, Antoinette M.; Moore, Christopher.

In: Journal of Brand Management, Vol. 16, No. 5-6, 01.01.2009, p. 347-363.

Research output: Contribution to journalArticle

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