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Palgrave Macmillan

Rethinking Luxury Fashion

The Role of Cultural Intelligence in Creative Strategy

  • Book
  • © 2020

Overview

Authors:
  1. Thomaï Serdari

    1. New York University, New York, USA

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  • Discusses business strategy in the context of material culture
  • Offers unique and novel insights on how luxury fashion brands can understand culture, turn it into creative strategy, and win in business and brand equity
  • Argues that the marketing strategy must be informed by creative strategy and cultural intelligence

Part of the book series: Palgrave Advances in Luxury (PAAL)

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Table of contents (11 chapters)

  1. Front Matter

    Pages i-xxii
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  2. Background of Luxury Fashion as a Field of Material Culture

    1. Front Matter

      Pages 1-1
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    2. Defining Fashion, Luxury, and Luxury Fashion

      • Thomaï Serdari
      Pages 3-15

    3. Established Methods of Classifying Luxury Fashion Brands

      • Thomaï Serdari
      Pages 17-26

    4. A New Method for the Classification of Luxury Fashion Brands

      • Thomaï Serdari
      Pages 27-39

  3. Production and Consumption of Luxury Fashion

    1. Front Matter

      Pages 41-41
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    2. The Producers of “Newness” in Luxury Fashion

      • Thomaï Serdari
      Pages 43-61

    3. What Do We Really Consume Through Luxury Fashion?

      • Thomaï Serdari
      Pages 63-79

    4. How Do We Consume Luxury Fashion?

      • Thomaï Serdari
      Pages 81-92

  4. Cultural Intelligence and Creativity

    1. Front Matter

      Pages 93-93
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    2. A Close Look at Cultural Intelligence

      • Thomaï Serdari
      Pages 95-107

    3. Cultural Hyperobjects

      • Thomaï Serdari
      Pages 109-124

    4. Luxury Fashion Products Addressing Cultural Changes

      • Thomaï Serdari
      Pages 125-140

    5. Luxury Marketing Strategies Based on Cultural Intelligence

      • Thomaï Serdari
      Pages 141-166

  5. The Future of Luxury Fashion

    1. Front Matter

      Pages 167-167
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    2. Step by Step Application of the Framework

      • Thomaï Serdari
      Pages 169-181

  6. Back Matter

    Pages 183-191
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Keywords

About this book

Using the field of material culture as its methodological departure point, this Palgrave Pivot explains the strategic advantages that brands can set in place when their executives are fully in command of how to move from strategy to tactics. Specifically, it studies the brands, their products and signature experiences as well as their relationship with the consumer in an attempt to define the greater powers that have pushed fashion labels in and out of fashion. It focuses on case analysis of specific luxury fashion brands and attempts to link those to the greater context of material culture while also elaborating on theoretical discussions. Bridging theory and practice, this book explores the relationship between creative strategy and cultural intelligence.

Authors and Affiliations

  • New York University, New York, USA

    Thomaï Serdari

About the author

Thomaï Serdari is ​Adjunct Professor of Marketing and Director of the Fashion & Luxury MBA at the Leonard N. Stern School of Business at New York University, USA. Serving as the Business Editor of Luxury: History, Culture, Consumption, she is an expert on luxury and actively studies, values, and reports on companies or funds that operate and invest within the luxury goods market. 

Bibliographic Information

  • Book Title: Rethinking Luxury Fashion

  • Book Subtitle: The Role of Cultural Intelligence in Creative Strategy

  • Authors: Thomaï Serdari

  • Series Title: Palgrave Advances in Luxury

  • DOI: https://doi.org/10.1007/978-3-030-45301-5

  • Publisher: Palgrave Macmillan Cham

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2020

  • Hardcover ISBN: 978-3-030-45300-8Published: 02 September 2020

  • eBook ISBN: 978-3-030-45301-5Published: 01 September 2020

  • Series ISSN: 2662-1061

  • Series E-ISSN: 2662-107X

  • Edition Number: 1

  • Number of Pages: XXII, 191

  • Number of Illustrations: 1 b/w illustrations, 17 illustrations in colour

  • Topics: Luxury, Branding, Business Strategy/Leadership

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