Evolution of luxury fashion since the middle of the ۲۰th century until today

This article includes the trajectory of fashion from the middle of the ۲۰th century until now. Documentary-historical method has been used in this study. This study has been carried out with the aim of having a general perspective on the transition period of fashion in the ۲۰th century until today, and in order to achieve the success and different conditions of society and fashion. The history of luxury fashion branding indicates the unquestionable role of society in laying a foundation for the sector and contributing to its development. It also identifies important chronological events that have shaped the luxury brands that we know today. These, together with constant interaction with luxury brands, provide a framework for the current and future practices of the sector and the continuous relationship between consumers and luxury brands. Developing and effectively managing a luxury brand is a painstakingly long process. It requires a consistent integrated strategy, innovative techniques, rigorous management control and constant auditing. The personality and expectations of the luxury consumer are being shaped by several factors in the consumer market and general society, and an understanding of these factors provides an insight into the current consumer behavior. More importantly, these factors are also indicators of the likely future behavior of luxury consumers. Conclusion says ten factors are currently influence their behaviors. The expeditious growth of industrialization and trade at the beginning of the twentieth century relegated fashion to the background. In the first half of the century, fashion was generally perceived as frivolous and a non-crucial aspect of economic development. This notion was changed through the influence of France and later Italy in elevating fashion and putting it on the same par as other forms of art like literature and theatre. It is no surprise then that the foundation of modern luxury fashion was laid in France, notably in Paris, which is still considered as a city of style and the fashion capital of the world.

کلیدواژه ها:

luxury fashion ، History ، Branding ، consumers ، managing a luxury brand.