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Competitive marketing strategies of luxury fashion companies

Christopher M. Moore · Anne Marie Doherty

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Consumer Retail Behavior Studies Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

Abstract

This chapter explores the dynamics affecting luxury fashion brands and documents the strategies of brand owners in managing change. After discussing the concept of ‘luxury’ and its characteristics, the chapter will focus on the key parameters of the competitive marketing strategies of luxury fashion brand owners. These companies are operating in a turbulent and highly competitive environment, the dynamics of which are discussed here.

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