How to Sell Dreams -

Brand managers are challenged everday to keep up with the consumers' needs. This is especially true for such a demanding clientele as the luxury brand customers. This book examines the characteristics and marketing principles regarding the management of luxury brands. Since the sector of luxury goods ranges from cars, to food and furniture, the book focuses on the textile sector of the luxury market. The goal is to outline special characteristics and dynamics in the fashion industry and to develop practical implications for the strategic management of luxury fashion brands. Current changes in society, socio- and psycho-economic approaches as well as special features of the luxury textile industry provide a basis for the developed guidelines. The implications are shown by the six Ps in Marketing - Product, Price, Place, Promotion, People and Positioning.