P/M/345. Dissertation. French haute couture

The dissertation studies the trends in French luxury industry exploring the reasons for the recent recess in haute couture businesses and seeking to identify more effective business strategies. The objective of the research is to investigate the distinctive features of French fashion houses as compared to other fashion organizations focusing on the building of prestige and brand identity, marketing approaches, etc. The literature review reveals the difficulties of the French fashion industry and the importance of strengthening brand identity within the fashion sector. A qualitative multi-method investigation is bases on the interpretation of literary sources forming the basis for interview questions and semi-structured questionnaires. Conclusions are made about the ways of gaining competitive advantage in fashion sector with respective recommendations to fashion houses.