This book is an absolute gem! Don't be misled by the name which suggests that it is a book about branding. Yes, branding is a big part of it, however, the book also features the origins and history of luxury fashion, as well as an excellent comprehensive overview of what a luxury fashion business is all about. Although the version I have is slightly dated (I dont know if the editions have been updated since) as it does not take into account things like the global financial crisis for instance, it is still extremely relevant with topics covering things like fake luxury goods trade, the rise of the Internet retail as well as the ever relevant marketing basics like the BCG matrix.
This book will make you think beyond the final product that you see in the store. It will make you consider what goes on behind the marketing scenes at the monsters of the industry such as LVMH. If you are thinking of getting into marketing, sales or strategy, I would strongly recommend you read this book as it will provide you with a crash course in the business of luxury fashion. If anything, I would recommend reading this book so you have something to talk about in your internship interviews - the more you know, the more confident you feel!
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