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

Contributor(s): Material type: TextTextLanguage: 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
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

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

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