Understanding Luxury Fashion From Emotions to Brand Building

 Understanding Luxury Fashion From Emotions to Brand Building

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84. Understanding Luxury Fashion From Emotions to Brand Building

Số trang: 294 trang

Ngôn ngữ: English

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Understanding Luxury Fashion: From Emotions to Brand Building is not

an option in the contemporary world of fashion. It is a necessity due

to the outstanding development of luxury products and services in the

field of Fashion.

In this book, edited by Isabel Cantista and Teresa Sabada, both teaching

at University, the luxury dimension in Fashion is explored through

ten chapters, mixing theory and case studies, with an international

approach.

What is particularly interesting is the choice made by the editors to

highlight the preeminence of the immaterial perspective on material

and tangible aspects. This immaterial dimension is key and deals with

the “aspirational” needs related to personal values and the “positional”

needs, which are more external and social.

This approach leads to a transdisciplinary framework, combining philosophy,

psychology, sociology and history, enabling a comprehensive

and deep analysis of the phenomenon of luxury fashion

However, the current challenges are not ignored, when it comes to

the impact of digital technologies and sustainability through the whole

fashion value chain. The growing importance of China and Chinese

consumers in luxury fashion, all over the world, is also underlined.



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.