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
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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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