Abstrakt

The article presents an introduction to the concept of communication that focuses on the luxury brands such as Armani, Dior and Yves Saint Laurent, based on the available literature on the subject. The article describes comprehensive communication that can be used in the luxury brands. The publication begins with an indication of the communication concept in the light of current literature on the subject, an explanation of the characteristics of fashion communication especially in luxury branding. It then identifies how these aspects could be applied in practice. For the purposes of the article, a case study was conducted in the period of February – March 2025. The essence of the study is, first of all, to encourage managers to increase their awareness of luxury branding communication that differs from a standard communication in other industries. The entire publication is summarized by the conclusion and a list of literature.

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