Saturday, August 27, 2005

Reading The Curse

I reached page 100 today of the book I told you about in my previous post, "The Branding Curse" by Lynn H. Shih. First of all, let me put one thing right about the author, she is no longer with Louis Vuitton Taiwan, but she did run the company for many years. That is reflected in the book, since many of the pictures show LV bags. The Chinese-language book, published by Taiwan's Cultuspeak, starts up slowly with a theoretical approach to fashion, analyzing its basic elements, especially the concept of what's new. It began to get exciting when Shih described the operations of Spanish retailer Zara as the model for "new." As readers of business magazines know, the company is famous for introducing new designs at a breakneck speed. I've now reached the chapter where Shih describes Louis Vuitton's own strategies to rejuvenate and avoid becoming a "classic" only fit for a museum. To be continued as I proceed with my reading.

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