Rethinking Luxury Fashion: The Role of Cultural Intelligence in Creative Strategy (Palgrave Advances in Luxury)

Using the field of material culture as its methodological departure point, this Palgrave Pivot explains the strategic advantages that brands can set in place when their executives are fully in command of how to move from strategy to tactics. Specifically, it studies the brands, their products and signature experiences as well as their relationship with the consumer in an attempt to define the greater powers that have pushed fashion labels in and out of fashion. It focuses on case analysis of specific luxury fashion brands and attempts to link those to the greater context of material culture while also elaborating on theoretical discussions. Bridging theory and practice, this book explores the relationship between creative strategy and cultural intelligence. Front Matter ....Pages i-xxii Front Matter ....Pages 1-1 Defining Fashion, Luxury, and Luxury Fashion (Thomaï Serdari)....Pages 3-15 Established Methods of Classifying Luxury Fashion Brands (Thomaï Serdari)....Pages 17-26 A New Method for the Classification of Luxury Fashion Brands (Thomaï Serdari)....Pages 27-39 Front Matter ....Pages 41-41 The Producers of “Newness” in Luxury Fashion (Thomaï Serdari)....Pages 43-61 What Do We Really Consume Through Luxury Fashion? (Thomaï Serdari)....Pages 63-79 How Do We Consume Luxury Fashion? (Thomaï Serdari)....Pages 81-92 Front Matter ....Pages 93-93 A Close Look at Cultural Intelligence (Thomaï Serdari)....Pages 95-107 Cultural Hyperobjects (Thomaï Serdari)....Pages 109-124 Luxury Fashion Products Addressing Cultural Changes (Thomaï Serdari)....Pages 125-140 Luxury Marketing Strategies Based on Cultural Intelligence (Thomaï Serdari)....Pages 141-166 Front Matter ....Pages 167-167 Step by Step Application of the Framework (Thomaï Serdari)....Pages 169-181 Back Matter ....Pages 183-191 Offering an original contribution to the field of luxury and fashion studies, this edited collection takes a philosophical perspective, addressing the idea that humans need luxury. From this framework it delves deep into two particular dimensions of luxury, emotions and society, and concludes with cases of brand building in order to illustrate the two dimensions at work. Comparative analysis between countries is brought together with an emphasis on China. Chapters address the ongoing growth in the market, as well as the significant changes in the sector brought about by fast international expansion and an increased focus on ethical supply and sustainability, making the book an insightful read for scholars of fashion business, luxury and branding