Nova. M (2007) pointed out that consumption provides economic growth and the rise of social status. Stella McCartney like other luxury fashion brands are iconic, aspirational and reinforce the status of the consumer. McDowell (2002) stated that central to the luxury products is authenticity, exclusivity, quality and craftsmanship. Luxury Items are accessible at a high price point. Jackson (2004) also backed this claim stating luxury is ‘characterised by exclusivity, premium prices, image and status, which combine to make them desirable for reasons other than function.’
Hines and Bruce (2007) stated to provide luxury need to work on
Excellent quality
High price
Scarcity and uniqueness
Aesthetics and polysensuality
Ancestral heritage and personal history
Superflousness
About Me
- EmmaLouise Henson
- Im currently in my final year studying Fashion Marketing and communication. Undertaking my internship at Stella McCarnety i have decided to do a brand extenstion plan to enter Stella McCarteny into the menswear arena. This blog is to go through all my developments- and a way of analysing viewers perceptions on my outcomes....
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