Fashion branding and communication : core strategies of European luxury brands
Fashion branding and communication : core strategies of European luxury brands
/ edited by Byoungho Jin, Elena Cedrola.
- New York, NY : Palgrave Macmillan, 2017
- xviii, 188 pages ; 22 cm.
- Palgrave pivot Palgrave studies in practice : global fashion brand management .
Includes bibliographical references and index.
This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands. Brand is a critical asset many firms strive to establish, maintain, and grow. It is more so for fashion companies when consumers purchase styles, dreams and symbolic images through a brand. The volume starts with an introductory chapter that epitomizes the essence of fashion brand management with a particular emphasis on emerging branding practices, challenges and trends in the fashion industry. The subsequent five cases demonstrate how a family workshop from a small town can grow into a global luxury or premium brand within a relatively short amount of time. Scholars and practitioners in fashion, retail, branding, and international business will learn how companies can establish a strong brand identity through innovative strategies and management.
9781137523426
Fashion merchandising --Europe
Branding (Marketing)--Europe
Luxury goods industry--Europe
HD9940.E82 / F37 2017
Includes bibliographical references and index.
This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands. Brand is a critical asset many firms strive to establish, maintain, and grow. It is more so for fashion companies when consumers purchase styles, dreams and symbolic images through a brand. The volume starts with an introductory chapter that epitomizes the essence of fashion brand management with a particular emphasis on emerging branding practices, challenges and trends in the fashion industry. The subsequent five cases demonstrate how a family workshop from a small town can grow into a global luxury or premium brand within a relatively short amount of time. Scholars and practitioners in fashion, retail, branding, and international business will learn how companies can establish a strong brand identity through innovative strategies and management.
9781137523426
Fashion merchandising --Europe
Branding (Marketing)--Europe
Luxury goods industry--Europe
HD9940.E82 / F37 2017
