Fashion branding and communication : core strategies of European luxury brands
Author(s)
Bibliographic Information
Fashion branding and communication : core strategies of European luxury brands
(Palgrave studies in practice : global fashion brand management / series editors, Byoungho Jin, Elena Cedrola)(Palgrave pivot)
Palgrave Macmillan, c2017
Available at 5 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
Includes bibliographical references and index
Description and Table of Contents
Description
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.
Table of Contents
Chapter 1. Brands as Core Assets: Trends and Challenges of Branding in Fashion Business
Byoungho Jin & Elena Cedrola
Chapter 2. Harmont & Blaine: A Successful Dachshund to Build the Values and Brand Identity
Maria Colurcio & Monia Melia
Chapter 3. Salvatore Ferragamo: Brand Heritage as Main Vector of Brand Extension and Internationalization
Maria Carmela Ostillio & Sarah Ghaddar
Chapter 4. Tod's: A Global Multi-Brand Company with a Taste of Tradition
Maria Carmela Ostillio & Sarah Ghaddar
Chapter 5. The Prada Trend: Brand Building at the Intersection of Design, Art, Technology and Retail Experience
< Stefania Mase & Ksenia Silchenko
Chapter 6. Louis Vuitton's Art-based Strategy to Communicate Exclusivity and Prestige
Stefania Mase & Elena Cedrola
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