ƒ€¾²° ¥°½°½ƒˆ°½ ‌

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2. ...3 1. .....81.1 .81.2 ......101.3 ......191.4 .22 2. .......252.1 Louis Vuitton: -.....252.2 Gucci: ...36 3. .....43 ....45 1. ................................................47 2. LouisVuitton.60 4. Armani, , Armani, ; , ManoloBlahnik. Gianfranco Ferre, . , AmericanPsycho. , - . , . : -, , , , -, . . , , , . , (mass 5. market, fast fashion), (premium, luxury). ( ), , . , 130 . 1. , , . , , , , , 5 . , , . fashion-: , , Chanel, - , Chanel 2.55, , XXI luxury2. , , , . . , 1Altagamma, 2013.2BBC News // Lagerfeld says fashion more interesting in tough times. 2010. 6. , . , , ? , . . , , , . . . luxury-, , . . , . . -, ,, , . -, . 7. . , , , . , , , , , . , . :1. .2. , .3. . :) , ) Case-study) 8. ) ) . , , . : , , . , . , , . , ., , , . , , , , , . , , . ,. , . , . , . , . . . ,. , . . 9. , . , . . fashion-, . . , , , , . : , Gucci, , Louis Vuitton . 10. 1. 1.1 . , : , , , 3. : , , , , , . , , , 4. , , (, ), , .3 . : . 2- . /. . : , 2012. 408 .4 . 11. , . - , 5. . , , . fashion- . , . , ., , , , . , . , , , , .5 .-. . , , . / . . : , 2007. 448 . 12. , luxury. Forbes ,, , 6. , , . : 7. , -. , , , . Burberry Mulberry. : . , , , , , , , . 6Forbes. How The Uncertain Economy Is Changing The Definition Of Luxury7 . : . 2- . /. . : , 2012. 408 . 13. , , ,, , .1.2 : , . , . , , . , . , , . , . , . . ., : , . , . 14. . . , , haute-couture. . . , . , , , , . , . . , , , . XIV , , , . XVIII . , . , art de vivre, 15. , , , , , 8. . -. . XIX . . , 1870 , 9. , . , . : Guerlain, Cartier, Louis Vuitton, Burberry. . XX . 8 . : . 2- . /. . : , 2012. 408 .9 . ? , . / . . .: , 2010. 272 . 16. , , -. - , , . , , . - , . , . , . , , , , . 20- . , , . , , . , XX , , . new look . 17. , . , , . . , 5. , , , . () , . fashion-. 1980- Dior , . , , , . . , . , , , . , Guerlain, Opium, 18. duty free , . , , , . Guerlain , . , 10. 800 , Pierre Cardin. , , brandstretching. , . Armani, prt-a-porter haute couture , , , , . , , . ,, Ford , .10Zinola A., 2013 19. . ; ,Cartier -. , . , , , . , 1960- , , . 1970- , , .. , . . , . , luxury Ralph Lauren Calvin Klein. , . , 1980-1990- . , . . 20. luxury- LVMH , . , . . , , . - ,, , , , , LV Louis Vuitton. , , , , . , . , , . , . 10 11. , . LVMH , Prada Group, Richemont Gucci Group. , 11 . Versace. , . / . ..: /SLOVO, 2011. 344 c. 21. , . , , , . , , Zara, Topshop H&M, . , . , . , ? - , Polimoda, . , 12. , , , , . :1. . , , , , , , -. , Versace , , 12Venturi D., 2012. 22. , , Gucci . , , . , , Dior 2011 . , , . , Coco Chanel Chanel, Christian Dior Dior, , . -, Saint-Laurent Paris. , . , , , .2. . . . , , , Armani, , 23. ; , , : 1) , 2) , . Armani, , , , , Armani.3. . . . , , . , , , , 1998 . , . , , . . , , 13.13Agins T. The End of Fashion. How Marketing Changed the Clothing Business Forever. 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( ) . 30. 2. 2.1 Louis Vuitton: - Louis Vuitton 17-. - - $17,6 (, Interbrand). ( ), ., , ., , . , . . , , . , ( ) . , ,- . , : 31. , , . () 1990- , ( ), , . , . () , .1) , , ( , ), .2) () . 32. , .3) () . , , . , .4) (, ) .5) (, - ) . , . , . , ( ). 33. , luxury-. (), . , , , 40% . , , . :1) , , , . , , ,, , . , , , , - (). , 34. , , , , .2) , . , . . , , , , .3) , , ()- . 25-35 ( 8 ), . , 35. , . Louis Vuitton , - (). , , . , LV. , , , , - . (). , , , , , ( Louis Vuitton $100 ), . , , , . . 36. , . , , , , . Louis Vuitton ; 1990- , , LV, , Louis Vuitton .Louis Vuitton luxury- . 1990- Louis Vuitton 40-50% - . 30 94% 20-30 Louis Vuitton, , Louis Vuitton 1.4 , . LV , . ?Louis Vuitton , .-, Louis Vuitton , , 37. . Louis Vuitton - , , , .-, . Louis Vuitton , , , , LV. , . , , LV VIP- ., -, , LouisVuitton , . LVMH , LouisVuitton , . 38. , managing director Louis Vuitton (Worldwide), , : , , [LV], [Louis Vuitton]. , , , . , , 16. . , , , , , , , 16Kaufmann H. R., Vrontis D., Manakova Y. 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