Role of Brand Management of the Luxury Fashion Brand in the Global Economic Crisis: A Case Study of Aeffe Group

The aim of the paper is that to analyze what luxury fashion firms can do in order to increase the effectiveness of the brand investment (as it is fundamental for their economic survival and long term competitiveness) and regain the customers’ brand attention. The study firstly proposes a literature background which discusses the potential effects of world economic crisis on luxury brand management assuming a wide perspective of analysis that considers the crisis-phenomenon among the main changes interesting the luxury sector both in the demand side and the supply side during the last years. Secondly, the case of a famous Italian luxury fashion firm is analyzed in-depth: Aeffe Group