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 .
<br/><br/>Includes bibliographical references and index. 
<br/><br/> 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. 
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<br/><br/><label>ISBN: </label>9781137523426 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Fashion merchandising --Europe<br/>Branding (Marketing)--Europe<br/>Luxury goods industry--Europe
<br/><br/><label>LC Class. No.: </label>HD9940.E82  / F37 2017