학술논문
Luxury Brands.
Document Type
Article
Author
Source
Subject
*Brand name products
*Consumer behavior
*Brand choice
*Internet marketing
Fashion design
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Language
Abstract
The article focuses on the growing importance of fashion and luxury brands in the consumer's option to buy. It says that consumers consider brands in making difference, meeting their expectations, and delighting them wherein true brands offer meaningful differentiation in a world overrun by commodities particularly in fashion. Moreover, it presents the case of Zappos.com Inc. which revolutionized the online ordering experience.