Managing Fashion and Luxury Companies (Italian Edition)

The system of fashion and luxury goods found fertile ground in the Italian and international spheres from the late 1970s to the 1980s. Today, however, these favourable conditions no longer exist. First, fashion and luxury are not one single concept anymore. Instead, companies have to manage a variety of fashions and luxuries, given to the ever-expanding yet simultaneously greater segmentation of markets. A new world requires a fresh, more sophisticated way of approaching these industries. Strategies once based on a single product and a single brand for a single consumer today must be able to segment their offering through a differentiated value proposition for different segments on diverse markets in terms of product, retail, communication, and service. From this perspective, the book intends to serve as a handbook for managing key business processes at fashion and luxury companies in a context undergoing a radical evolution; providing substantiation through a variety of real-life examples stemming from 15 years of experiences of the authors. The book also adopts a European perspective, considering the case of medium sized firms, managed by an entrepreneur or a family, willing to improve their management skills. Cover Abstract Erica Corbellini e Stefania Saviolo Frontespizio Copyright Dedica Foreword by Renzo Rosso (President and Founder of Diesel) Foreword by Federico Marchetti (Founder and CEO of YOOX Group) Introduction PART ONE: DEFINING FASHION AND LUXURY CHAPTER 1 DEFINING FASHION 1.1 What is fashion? 1.2 The fashion cycle 1.3 The rise of fast fashion 1.4 The fashion pipeline CHAPTER 2 DEFINING LUXURY 2.1 What is luxury? 2.2 Old and new luxuries 2.3 Defining the luxury brand 2.4 Luxury and fashion PART TWO: COUNTRY MODELS CHAPTER 3 COUNTRY MODELS 3.1 About country branding 3.2 The French model: from haute couture to luxury conglomerates 3.3 The American model: from workwear to vertically integrated chains 3.4 The Italian model: from designers to vertical integration 3.5 The Asian model: from outsourcing to integrated production networks and vertical retailers CHAPTER 4 INDIA STRATEGY FOR FASHION AND LUXURY BRANDS 4.1 Introduction to India 4.2 Luxury consumption in India 4.3 Brand building in India CHAPTER 5 CHINA STRATEGY FOR FASHION AND LUXURY BRANDS 5.1 Luxury consumption in China 5.2 Brand building in China PART THREE: INDUSTRY SEGMENTS, BUSINESS MODELS AND DRIVERS FOR CONSUMPTION IN FASHION AND LUXURY CHAPTER 6 INDUSTRY SEGMENTATION 6.1 About industry segmentation 6.2 Segmenting the fashion industry 6.3 Description of fashion segments 6.4 Segmenting the luxury industry 6.5 The masstige CHAPTER 7 BUSINESS MODELS 7.1 About business models 7.2 Fashion designers 7.3 Luxury brands 7.4 Premium brands 7.5 Fast vertical retailers 7.6 Does the conglomerate strategy work? CHAPTER 8 CONSUMER SEGMENTATION 8.1 About consumer segmentation 8.2 Descriptive segmentation 8.3 Behavioral segmentation 8.4 Main drivers for luxury consumption 8.5 A customer-oriented culture PART FOUR: BRAND MANAGEMENT CHAPTER 9 BRANDING AS POSITIONING 9.1 What is a brand? 9.2 The brand identity model CHAPTER 10 BRAND HERITAGE AND STORYTELLING 10.1 What is heritage? 10.2 Leveraging heritage. Best cases CHAPTER 11 STYLISTIC IDENTITY AND THE PRODUCT DEVELOPMENT PROCESS 11.1 Defining the brand offering 11.2 The concept of stylistic identity 11.3 The seasonal collection architecture 11.4 Who makes trends? CHAPTER 12 RETAIL IDENTITY AND THE DISTRIBUTION PROCESS 12.1 Fashion “make-to-order” and fashion “make-to-stock” 12.2 The sales process 12.3 Retail structures in fashion and luxury 12.4 The distribution and retailing process 12.5 The retail identity 12.6 The Customer Relationship Management CHAPTER 13 IMAGE IDENTITY AND THE COMMUNICATION PROCESS 13.1 The image identity 13.2 Communicating the product, the brand, the corporate identity 13.3 The integrated communication plan 13.4 The communication system 13.5 The evolving role of Public Relations 13.6 A new communication scenario CHAPTER 14 BRAND EXTENSION AND LICENSING MANAGEMENT 14.1 Why extending the brand? 14.2 Brand extensions in fashion and luxury 14.3 Successful extension strategies 14.4 The role of licensing in brand extension Conclusions Bibliography