- 294 pagine
- Italian
- ePUB (disponibile sull'app)
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Managing Fashion and Luxury Companies
Informazioni su questo libro
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.
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Informazioni
Indice dei contenuti
- Cover
- 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
- PART TWO: COUNTRY MODELS
- PART THREE: INDUSTRY SEGMENTS, BUSINESS MODELS AND DRIVERS FOR CONSUMPTION IN FASHION AND LUXURY
- PART FOUR: BRAND MANAGEMENT
- Conclusions
- Bibliography