Papers on "The High Fashion Industry" and similar term paper topics

Paper #075692 :: -- Temporarily unavailable

This paper discusses the marketing of the high fashion industry.

Written in 2006; 2,390 words; 7 sources; APA; $ 73.95

Paper Summary:

This paper explains that high fashion brands are more about the abstract feelings of prestige, exclusivity and privilege rather than merely the product's high quality. The author points out that strong brands like Gucci and Armani have been able to charge premium prices and survive troubled times within the organization and with environmental changes because these brands excel at the "3 Cs" of branding: Clarity, consistency and constancy. The paper suggests that, to counter the effects of piracy and lack of copyright protection, brands could launch product extensions at a lower price with the names of such extensions differentiated from the original brand so that hard-core and loyal consumers, who seek exclusivity from these brands, will not be hurt.

Table of Contents:
Haute Couture and High Fashion
The Three Cs of Branding
Marketing Environment and Background
Gucci
Marketing Mix
Competitive Scenario
Criticisms and Suggestions
Conclusion

From the Paper:

"High fashion brands try to explore new avenues to further build their association with high-end target market by linking themselves to certain events and programs as part of their promotional techniques. For example, Prada in 1999 combined hands with the world's most famous sailing regatta and anyone attending this event could not have missed Prada logos all around the place. Gucci's latest move to associate with Apple is another important step to deal with their competitors."

Tags: patronage celebrity armani advertising piracy

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