ITAA-KSCT Joint Symposium

Key Components of Luxury Fashion Brand Identity

Authors: Sooyeon Kim (Konkuk University) , Jinsook Hwang (Konkuk University)

Abstract

It is crucial to understand the brand identity as a corporate strategy, and various dimensions and elements of luxury fashion brand identity perceived by consumers at the brand-consumer interface. Therefore it would be meaningful to have in-depth interviews with professional brand managers from prestigious luxury labels to determine the key components to the brand identity of a luxury fashion brand.

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How to Cite: Kim, S. & Hwang, J. (2016) “Key Components of Luxury Fashion Brand Identity”, International Textile and Apparel Association Annual Conference Proceedings. 73(1).