One major component of the success of a fashion line is the foundation between the fashion designer and the manager. Most fashion designers dream of establishing their own lines, and working for an already established fashion house might seem off-track for them despite the fact that it would be what’s best for their career. As a solution, the author suggests allowing designers to have the best of both worlds by having them design for the established house and giving them the freedom to pursue their own brand. If a designer in successful in his interpretation of the design house’s aesthetics, the management will have to buy his loyalty, promising him shares in the profit.
A big part of successful luxury goods groups, including Richemont group and Gucci Group, is the maintenance of “brand integrity”, which is the good will or the “indefinable auro that convinces a consumer to pay a lot of money for something he or more likely she, could buy much more cheaply elsewhere.” As an effort to keep brand integrity in place, luxury groups are emphasizing exclusivity, efforts to limit counterfeiting, control of distribution, limiting licenses, and direct selling through flagship stores.
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