Due to the enduring attraction of the luxury fashion market our 2013 Special Issue (17.4) on the subject was so well subscribed with interesting and informative research we extended it to two parts over two years—what a luxurious position to be in! In this second part of the special issue on luxury fashion branding, the Journal of Fashion Marketing and Management brings to you a series of high impact studies. Papers presented in this issue investigate personal gifting of luxury products, consumers' expectations of service quality in luxury, and the consumer-brand relationships of step-down line extensions of luxury fashion brands. It also considers the ethical concerns of the use of animal fibres in luxury products, discusses the influence of country image on brand resonance in luxury fashion, touches on quality management in the luxury fashion brand space and closes with a compelling case study on the management and strategic planning direction of a high end luxury brand. What is luxurious to one may be fundamental to another—however you perceive and interact with luxury brands we have something of interest for you in this issue.