Research on Marketing and Business Operation of Second-tier Luxury Brands and Analysis of Development Limitations - A Case Study of Issey Miyake

Abstract

This study delves into the marketing and business operations strategy of Issey Miyake, a renowned fashion designer and brand, analyzing their path to success and the challenges faced. Issey Miyakes innovative designs, blending art, technology, and culture, have garnered global recognition. The study examines how his brand balances creativity, innovation, and sustainability while also exploring potential drawbacks. It analyzes Miyakes brand positioning, marketing strategies like limited editions and fashion shows, pricing strategies, and product diversification. Moreover, it scrutinizes Issey Miyakes business expansion into various product lines and retail channels. The study identifies challenges such as maintaining design integrity while pursuing commercial viability, risks of brand extension, diverse market perceptions, and competition. Recommendations include sustainable innovation integration and controlled brand extension to maintain coherence. Ultimately, Issey Miyakes journey showcases the interplay of creativity, innovation, and strategic acumen in the fashion industry.