Luxury Fashion & Culture 2,000-Word Critical Essay, UK

THE ESSAY TITLE

For this research essay, select one fashion luxury brand and discuss the business strategies it has undertaken to grow annual revenues (sales). Your analysis should consider Branding, Marketing, PR, Social Media and Culture. 

- Choose a fashion luxury brand
- Do not choose any of the big luxury brands: Gucci, Dior, Burberry, Chanel, Hermes, Vuitton, Prada, Armani, Versace, Balenciaga, Jacquemus
- Provide a rationale for choosing this specific brand. Why this brand? Why does
it qualify as luxury?
- Do not dedicate a section to the history of the brand. Whenever necessary and relevant, something about the brand's history will be said in various points of the essay
- Consider the complex cultural landscape experienced by consumers today and how it might influence their buying choices
- Look at how modern culture (which includes technology, history, art, politics, subcultures, music, etc.) can also influence consumer choice and how brands need to carefully navigate this today.
- Identify how Social Media impact on what different strategies the brand adopts, considering how content creation impacts on the choices.
- Review how celebrity ambassadors and influencers can be both good and bad for a luxury brand. Think about how trends and influencers can work with a brand, and how this might affect what retailers stock in store, and if there are potential down-sides to this strategy.
- You must use literature consistently throughout the paper.