Fashion branding and communication : core strategies of European luxury brands / edited by Byoungho Jin, Elena Cedrola.

Contributor(s):

Material type: Text

TextLanguage: English Series: Palgrave pivot | Palgrave studies in practice : global fashion brand managementPublication details: New York, NY : Palgrave Macmillan, 2017Description: xviii, 188 pages ; 22 cm.ISBN:

9781137523426

Subject(s):

LOC classification:

HD9940.E82 F37 2017

Courses that have reserved this title:

B3ASP FLM: The World of Luxury | MSc Fashion & Luxury Marketing Management: Reference Handbooks

Summary: 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.

Holdings ( 1 )
Title notes ( 3 )

Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	TBS Barcelona Libre acceso	Core Textbooks	HD9940.E82 JIN (Browse shelf(Opens below))	1	Available		B01974

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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.

B3ASP FLM: The World of Luxury | MSc Fashion & Luxury Marketing Management: Reference Handbooks