From Identity to Impact: Navigating the Complexities of Luxury Fashion Brand Management

This article delves into the essentials of fashion brand management, emphasizing the integration of foundational branding principles with luxury market nuances, guided by the insights of Jean-Noël Kapferer. It explores critical elements such as brand identity, positioning, and target market analysis, alongside Kapferer’s unique perspectives on luxury brand identity, the importance of exclusivity, and the strategic use of rarity. The post also addresses contemporary challenges like balancing accessibility with exclusivity and the imperative for sustainability in branding. By synthesizing these elements, the article offers a comprehensive framework for fashion brands striving to enhance their market presence and engage with the luxury consumer effectively.

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